/pnj/ — ATL+BTL
ORB-002 · PNJ · 2024
Phụ Nữ Phi Thường
Honoring everyday extraordinary women across Vietnam.
CLIENT
PNJ
YEAR
2024
SCOPE
Social Campaign, MV Production, Community Activation, Influencer Amplification
CHANNELS
BTL, Social, PR
DISCIPLINE
ATL+BTL
/context/
PNJ aimed to celebrate the quiet sacrifices and strengths of Vietnamese women through emotional storytelling.
/approach/
Created an authentic tribute campaign spotlighting female doctors, mothers, and workers.
/the orbit effect/ — ATL × BTL
Amplified authentic emotional connections resulting in 120,000 organic conversations.
/outcome/
Ranked top trending social campaign with 120,000 engagements and massive brand sentiment lift.
120.000
Engagements
24.000+
Organic Shares
+34%
Brand Favorability