"We have each other. Let's get married!" - Comprehensive success and a mark of innovation
According to the representative of the Organizing Committee, Best PR Campaign is one of the highly competitive categories with strict judging criteria. This award is a worthy recognition for the breakthrough communication campaign "Co nhau. Minh marries!" with the goal of redefining the message about marriage and creating a strong influence in the community. There, the wedding ceremony does not stop at a traditional ceremony, but is the beginning of a long journey nurtured every day with sincere love, understanding and sharing.
PNJ representative received the award from the organizers (Photo: BTC)
According to the organizers, "Co nhau. Minh marries!" has harmonized and balanced two key goals: commerce and contributing to shaping the way the brand connects with young customers, marking the transformation and innovation of the PR and communications industry in Vietnam. PNJ has demonstrated its ability to understand customer psychology and create inspirational content that is in line with modern trends.
PNJ won Bronze in the Best PR Campaign category.
In addition, the highlight of the campaign is the launch of the iconic collection “PNJ Betel and Areca” and the long-term brand platform “Co nhau” (phase 2023-2024). This combination has created a strong wave of spread on social networks, attracting great attention and interaction from the community.
Specifically, immediately after its launch, the campaign created a buzz on platforms: Topping the Buzzmetrics rankings in September 2023, reaching more than 100 million views for the hashtag #TrauCauPNJ on TikTok, and helping PNJ triple its display market share (SOV) in the segment.
Not only did the campaign create a media buzz, it also made an impressive business mark when wedding jewelry sales increased by 40% in the context of the overall industry decline. The “PNJ Betel and Areca” collection quickly became the brand’s best-selling product line, “sold out” after only 4 months of launch. This is also PNJ’s effort to affirm its leading and pioneering position in the jewelry industry, while contributing to shaping trends in the wedding jewelry segment - a competitive market in Vietnam.
PNJ representative shared: “The campaign is a continuation of the journey that PNJ has been pursuing. PNJ is not only a jewelry retailer with quality products but also a Lifestyle brand with a strong connection with consumers through messages that honor the beauty of people and life.”
Being named in the Best PR Campaign category once again demonstrates the dedication and creativity of the entire PNJ team in implementing meaningful communication campaigns, deeply connecting with customers and the community. At the same time, it affirms the capacity and professionalism of Vietnamese businesses in creative thinking and the international competitiveness of the Vietnamese public relations and communications industry.
The 5th ASEAN PR Excellence Awards 2025, held in Kuala Lumpur, Malaysia, is one of the leading events in the communications and public relations industry in Southeast Asia.
The awards are organised biennially by the ASEAN Public Relations Network (APRN), in collaboration with the Institute of Public Relations Malaysia, World Comm Malaysia, and the Global Alliance for Public Relations and Communications Management to honour campaigns, individuals and organisations with groundbreaking achievements and outstanding contributions to the industry.
Source: https://dantri.com.vn/kinh-doanh/pnj-thang-giai-chien-dich-pr-xuat-sac-nhat-tai-asean-pr-excellence-awards-2025-20250714162604310.htm
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