PNJ Extends its Marketing Events Awards Winning Streak to Three Years Running

Best Retail Marketing is one of the most prestigious and competitive categories at the Marketing Events Awards. The judges shared that the common denominator among the recognized businesses was their implementation of creative, unique, and effective marketing campaigns that delivered significant business results and positively impacted their brands. This award was evaluated by dozens of leaders and experts in marketing, media, and customer experience from prominent organizations in the region, including the National University of Singapore (NUS), Bank of Singapore, Abbott, and Citi.

PNJ’s consecutive win at the Marketing Events Awards for the third time underscores the company’s pioneering role in retail marketing and showcases its creativity and agility in maintaining its position as the leading lifestyle retailer in Vietnam and beyond.

According to PNJ’s representative, campaigns such as the “Jewelry Journey across Vietnam,” “Atmosphere Journey,” and “God of Wealth Journey across Vietnam” exemplify their modern retail marketing strategy, always putting customers at the heart of their efforts.

The “Jewelry Journey across Vietnam – Radiant Everyday Beauty” campaign left a powerful impression on customers nationwide. (Photo: Hong Giang)

The success of this campaign, with tens of thousands of attendees at each musical night stop and 20 million views on TikTok within just two months, created a bridge for PNJ to reach markets with significant development potential. Recently, PNJ launched the second season of the Jewelry Journey across Vietnam to continue inspiring consumers to embrace daily beauty.

Customers participating in the “God of Wealth Journey across Vietnam” in 2024. (Photo: Minh Phung)

Mr. Le Tri Thong, CEO of PNJ, shared that the foundation of their creative marketing activities lies in data and technology, which the company has been preparing for years. PNJ now views its customers through a behavioral lens rather than solely demographics, allowing them to design tailored value propositions for smaller customer segments, evoking emotions, and leaving a lasting brand impression.

By approaching customers with a deeper understanding, the company has been able to establish meaningful connections and develop long-lasting relationships with them through digital tools, as shared by the PNJ representative.

Customers participating in the “Atmosphere Journey” event as part of PNJ’s “Crossing the Open Sea Undeterred by Challenges” program on International Women’s Day. (Photo: Thanh Duy)

PNJ’s marketing strategy, recognized through the Marketing Events Awards and other accolades, including the Marketing Initiative of the Year at Retail Asia Awards for two consecutive years (2023-2024), Best Retail Event at the Event Marketing Awards 2024, the Instant Impact/Promotion award at MMA Smarties Vietnam 2023, and the Gold award at the ASEAN PR Excellence Awards 2023, showcases their flexibility and creativity.

These retail marketing initiatives have not only strengthened PNJ’s brand power and customer trust but also contributed to capturing market share and setting new business records. In 2023, the company achieved remarkable financial results, with revenue of VND 33,137 billion and after-tax profit of VND 1,971 billion, the highest in its history.

For 2024, PNJ aims to enhance its creative capacity in marketing with faster execution, more dynamism, and improved internal coordination to conquer new heights. The company expects revenue and profit to reach VND 37,147 billion and VND 2,089 billion, respectively, representing a 12% and 6% increase.

The company is well on its way to achieving these goals, as evident by its financial performance in the first seven months of the year, with revenue and gross profit increasing by nearly 31% and almost 15%, respectively. The retail segment, in particular, grew by 14.6% to approximately VND 13,000 billion, maintaining its leading contribution to the company’s revenue.