PNJ - GOLD BIRTHDAY
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PNJ is one of the leading gem jewelry corporations in Vietnam, in the top 16 of the 500 largest jewelry companies in the world (Plimsoll, 2010). On the 28th birthday, PNJ cooperated with change INTERACTION to deploy the event "Golden Birthday - thousands of gifts", show their gratitude to existing customers, attract new customers through the introduction of a series of new jewelry collection.
The campaign consisted of 2 parts:
- Online advertising: implemented fanpage promotion with various forms of advertising, invested in article content, promotional images to attract interactions, tracked interaction to evaluate customer tastes line.
- Event organization: organized various attractive activities such as gift-giving programs for customers to visit, winning games, great promotions during the golden week... in large central areas, in order to increase purchasing power and increase brand awareness.
The program was popularized on a large scale, the new customer file increased significantly. besides that, a loyal customer base was also maintained.
Launching the new collection successfully, PNJ sales increased 85% after the event.