Thần Tài and Valentine's

The situation

PNJ is one of Vietnam's best known jewellery retailers. Thần Tài — the God of Wealth day, on the tenth day of the lunar new year — is the single biggest gold-buying day of the Vietnamese year, and Valentine's is the second. Both are fixed dates that everybody in the category is competing for at once.

What I did

Developed and ran the creative ideas, content strategies and communication activity for the campaigns — Thần Tài, Valentine's and Family, all in 2022.

Coordinated the partnership projects between PNJ and its vendors and brand partners, including Pandora, Swarovski, Disney, Citizen and Casio.

Built the content strategy for partner projects such as Pandora's Women's Day and Swarovski's Be Yourself.

Managed and developed the content on PNJ's own social platforms — Facebook, YouTube and Instagram — and the project coordination that goes with a fixed launch date.

Briefed and managed outside partners on A/B testing, the E&T project and video production.

Handled the B2B side with the brand team, Google and Facebook.

What happened

Results are commercially sensitive, happy to talk about this one in person.