The Great PNJ Jewelry Journey Across Vietnam Wins International Awards

The “Jewelry Journey Across Vietnam” campaign has just won the Best Event & Best Experiential Marketing Campaign category at the 2024 Dragons of Asia Awards. This is the fourth win this year for one of the largest retail marketing campaigns invested and implemented by PNJ.

PNJ representative receiving the Dragons of Asia 2024 Award (Photo: Dragons of Asia)

Previously, the “Jewelry Journey Across Vietnam” campaign surpassed multiple rigorous rounds of evaluation to win three other prestigious awards: Best Retail Marketing at the Marketing Events Awards 2024, Marketing Initiative of the Year at Retail Asia Awards 2024, and Best Retail Event at the Event Marketing Awards 2024.

These awards are a testament to the region’s top brands, as they adhere to stringent international criteria to ensure fairness, objectivity, and an accurate reflection of each campaign’s effectiveness, as judged by industry-leading experts.

The common thread among the awards received by the “Jewelry Journey Across Vietnam” campaign is the focus on evaluating creativity, strategic sharpness, and flexibility in practical implementation. Additionally, the voting committee was convinced by the campaign’s effectiveness in creating impressive experiences to attract customers, thereby increasing engagement and meeting the business objectives of the enterprise.

For example, at the 2024 Dragons of Asia Awards, the judges highly appreciated the campaign’s deep understanding of the diverse needs and consumer psychology of its target audience, resulting in a unique and impactful brand experience. The unique approach of conducting a series of marketing activities over two months in multiple localities helped bridge the gap between PNJ and its customers.

Initiated in late August 2023, the “Jewelry Journey Across Vietnam” campaign aimed to inspire and empower individuals to shine in their unique way. The program offered attractive shopping opportunities with practical promotions while affirming that PNJ’s products cater to diverse customer needs, providing both fashion and lifestyle enhancement as well as effective wealth accumulation.

The 2023 “Jewelry Journey Across Vietnam – Radiant Everyday Beauty” campaign left a strong impression across Vietnam (Photo: Consolidated)

The journey spanned 24 provinces and cities across the country. At each destination, PNJ presented grand musical nights featuring renowned artists and tailored activities for customers in each region. In addition to entertainment, customers also had access to quality products and attractive promotions across various segments. Moreover, the “Jewelry Journey Across Vietnam” campaign spread positive values by directly contributing VND 300 million to the education fund, supporting underprivileged students in their pursuit of knowledge.

At each destination, PNJ awarded scholarships worth VND 50 million to encourage academic excellence. (Photo: Phuong Thanh)

With its creative activities, the campaign made a profound impact within the community and the marketing industry, attracting over 5,000 attendees and a wave of interactions on social media platforms, including over 20 million views on TikTok and more than 1,700 posts on Facebook.

Following the success of its first season, the “Jewelry Journey Across Vietnam – Radiant Everyday Beauty” campaign in 2023 continued to evolve and rolled into 2024 with the message, “Blossom with Colors, Shine with Life.” The campaign spanned 27 provinces and cities in Vietnam, attracting over 15,000 locals and tourists who experienced novel activities from brands like Disney | PNJ, PNJ HELLO KITTY, PNJWatch, STYLE By PNJ, and MANCODE by PNJ. These activities included playing golf on a large screen, jewelry exhibitions, and DIY canvas bag designing, alongside attractive shopping promotions.

Audiences were thrilled with the “Jewelry Journey Across Vietnam” 2024 (Photo: Hong Phuong)

In addition to leaving a strong impression on customers, the campaign also positively contributed to the company’s business results, building a solid foundation for its long-term development. With its innovative and differentiated strategy, PNJ aims for record revenue of VND 37,147 billion and profits of VND 2,089 billion in 2024, marking a significant milestone in the company’s journey.

As of the end of the third quarter, total net revenue reached VND 29,242 billion, a 25% increase compared to the same period last year, and profit after tax was VND 1,382 billion, surpassing last year’s figure by 3.2%. These figures represent approximately 79% of the revenue target and 66% of the profit plan. Despite facing a volatile market and ever-changing consumer behavior, these two critical financial indicators maintained a positive growth trend.

Leveraging the favorable financial results, PNJ is maximizing the effectiveness of its marketing strategies to attract new customer groups and deepen connections with loyal customers, thereby creating a breakthrough growth momentum for the remaining months of the year.

According to PNJ’s leadership, the company has comprehensively invested in product development, technology, and a qualified workforce to create differentiated shopping experiences for consumers. The success of the program mirrors the company’s dedication and efforts in delivering the best shopping experiences to its valued customers.