According to the ASEAN PR Excellence Awards organizers, "Best PR Campaign" is one of the most competitive categories with stringent judging criteria. Phu Nhuan Jewelry Joint Stock Company's (PNJ) "Together, We Wed" campaign helped redefine the message of marriage and resonated with the community. It portrays weddings not just as traditional ceremonies, but as the beginning of a long journey nurtured daily by sincere love, understanding, and sharing.
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PNJ representatives receive the award from the organizers. Photo: ASEAN PR Excellence Awards |
PNJ representatives receive the award from the organizers. Photo: ASEAN PR Excellence Awards
"Together, We Wed" successfully balanced two key objectives: commercial success and shaping how the brand connects with young customers, marking a transformation and innovation in PR and communications in Vietnam.
A PNJ representative said, "We strive to understand customer psychology and create inspiring content that aligns with modern trends".
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PNJ wins the Bronze award in the Best PR Campaign category. Photo: PNJ |
PNJ wins the Bronze award in the Best PR Campaign category. Photo: PNJ
A highlight of the campaign was the launch of the iconic "Trau Cau PNJ" collection and the long-term brand platform "Together" (2023-2024). This combination created a significant buzz on social media, attracting considerable attention and interaction from the community.
Immediately after its launch, the campaign topped the Buzzmetrics rankings in 9/2023, achieving over 100 million views for the hashtag "TraucauPNJ" on TikTok. As a result, PNJ tripled its share of voice (SOV) within the same segment.
Furthermore, wedding jewelry revenue increased by 40% amid an industry-wide decline. The Trau Cau PNJ collection became one of the brand's bestsellers within 4 months. PNJ had aimed to be a pioneer in the industry, shaping trends in the competitive Vietnamese wedding jewelry market.
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The "Together, We Wed" campaign inspires couples to believe in the value of love. Photo: PNJ |
The "Together, We Wed" campaign inspires couples to believe in the value of love. Photo: PNJ
A company representative stated, "This campaign continues PNJ's ongoing journey. We are not just a jewelry retailer emphasizing quality products, but also a lifestyle brand that connects deeply with consumers through messages celebrating the beauty of people and life".
The 2025 ASEAN PR Excellence Awards, held in Kuala Lumpur, Malaysia, is a major event in the Southeast Asian media and public relations industry. Every two years, APRN collaborates with the Institute of Public Relations Malaysia, World Comm Malaysia, and the Global Alliance for Public Relations and Communications Management to honor campaigns, individuals, and organizations with groundbreaking achievements and outstanding contributions to the industry.
Dong Ve
