PRecious Communications served as the public relations consultant for Poh Heng Jewellery as they rolled out their rebranding efforts in mid-2021.
We provided strategic advisory on content and public relations tactics throughout the five-month campaign, with a three-pronged objective:
We rolled out the rebranding campaign in three sub-campaigns, which served to amplify various facets of Poh Heng Jewellery, while leveraging three distinct themes and storylines that centre around different facets of love: romantic love, the love between mother and child, and love for the country.
Created for Love
Through Poh Heng Jewellery’s Creative for Love campaign, we helped drive the narrative around Singapore’s multicultural heritage and tradition. The campaign delivered a clear message for diversity and inclusivity that resonates with Singaporeans, while bringing Poh Heng Jewellery’s iconic spirit to life through colourful scenes in Chinese, Malay, and Indian wedding traditions that transcend barriers in age, religion, and race.
The stories of the three women—representing local brides of various ethnicities—amplified the messaging around Poh Heng Jewellery’s ability to harness tradition in transformative life experiences i.e. the wedding represents an important milestone in the life of Singaporeans. At the same time, the stories highlighted how the jeweller’s new bridal collection tastefully blends tradition with modernity, and how it can serve as a family heirloom enjoyed for generations to come.
Through our communications efforts, we tried to position Poh Heng as a one-stop boutique for couples.
Poh Heng Baby
Through solid communications initiatives, Poh Heng crystallises the sentimental and unbreakable bond between parent and baby. Jewellery can help amplify this bond and become symbolic in marking important milestones across various phases of a child’s life. By leveraging Pamela Seow, Poh Heng’s assistant general manager and a mother herself, as the spokesperson in interviews, the narrative achieved more breadth and depth, as she was able to humanise the brand through her personal experiences. She shared how jewellery has become a significant part of her bond with her own mother, how jewellery crystallises some of her fondest memories, and how she intends to keep the tradition of gifting jewellery with her own daughter.
Poh Heng Legacy
The homegrown jeweller shed light on its Singaporean roots with its Poh Heng Legacy campaign, which was launched in time for Singapore’s 56th National Day. The narrative was built on the brand’s Created for Love philosophy, showcasing Poh Heng Jewellery’s rich history and heritage which spans more than seven decades. It highlighted how the brand has established itself as Singapore’s trusted jeweller across generations. Through strategic storytelling, Poh Heng helped instil “national pride” among Singaporeans with elements like Peranakan design in its jewellery collection and local collaborations with local names such as Cheng Yew Heng Candy Factory, while sharing the rich Singaporean culture to a wider regional audience.
We also leveraged the news around Poh Heng Jewellery’s iconic Legacy collection to announce the reopening of their refurbished store at JEM, and helped amplify it through key opinion leaders who spread awareness on social platforms.
The campaign resulted in 45 pieces of coverage, including in top tier regional and lifestyle publications such as Buro, Marketing Interactive, and The Straits Times, between May and September 2021.
The campaign was recognised as the winning entry for the Consumer Award – Low Budget category at PRCA APAC Awards 2022.
Drop us a line to explore how we can add some spark to your brand’s storytelling campaigns.
PRecious bekerja dengan ONE Championship, organisasi seni bela diri terbesar di dunia, untuk menghadirkan publisitas dan ketertarikan terhadap acara yang diselenggarakan di Indonesia. Untuk mencapai tujuan ini, PRecious berhasil menciptakan kehebohan di kawasan dengan menghadirkan sebuah “buzz video”, yang menampilkan para influencer Indonesia seperti Stefer Rahardian, Ramdani Lestaluhu dan Hesti Purwadinata. Video tersebut akan ditayangkan di akun Facebook dan Instagram para influencer tersebut.
PRecious membantu PT Campina Ice Cream Industry meluncurkan LuVe, es krim vegan rendah kalori dibuat dari susu kedelai, di Yogyakarta. PRecious menggunakan gabungan PR tradisional dan pelibatan influencer untuk memperkenalkan penawaran terbaru dari Campina. Kampanye ini mendapatkan perhatian dari media lokal, nasional dan media sosial Instagram.
BASF Indonesia, produsen produk kimia terbesar di dunia, menunjuk PRecious untuk mengatur strategi komunikasi di acara “We Create Chemistry” dalam rangka merayakan ulang tahun ke-40 perusahaan mereka di Negara ini. Pada acara ini, BSAF bermaksud mengumumkan inovasi-inovasi baru di bidang produksi kimia. Dengan menyelenggarakan dan melaksanakan diskusi media roundtables dengan Presiden Direktur BASF, PRecious membantu menempatkan BASF di media utama Indonesia, termasuk CNN Indonesia. Langkah ini secara efektif memposisikan mereka sebagai pakar utama di industri mereka.
Mimpi adalah perusahaan yang menawarkan matras tidur mewah dengan harga terjangkau bagi masyarakat Indonesia. PRecious membantu Mimpi menciptakan kesadaran terhadap merek dan teknologi yang mereka gunakan dengan merangkul influencer lokal sehingga dapat menjangkau beragam saluran media. Selain merangkul para influencer lokal, peluncuran pers juga diatur untuk mendukung tujuan Mimpi di Indonesia. Hasilnya, merek ini semakin dikenal, teknologi matras tidurnya semakin dipahami dan menerima banyak perhatian jika dilihat dari jumlah like dan follower di media sosial.
PRecious worked with ONE Championship, the world’s largest martial arts organisation, to generate hype and interest around an event that took place in Indonesia. To achieve this, PRecious successfully created excitement in the region through the creation of a “buzz video”, featuring Indonesian influencers such as Stefer Rahardian, Ramdani Lestaluhu and Hesti Purwadinata. The video was circulated on the influencers’ Facebook and Instagram.
PRecious helped PT Campina Ice Cream Industry launch LuVe, a low calorie, vegan ice cream made using soy milk, in Yogyakarta. PRecious employed a combination of traditional public relations and influencer engagement to spread awareness of the new offering from Campina. The campaign received attention in local media, national media and on Instagram.
BASF Indonesia, the largest chemical producer in the world, appointed PRecious to drive communications around the “We Create Chemistry” event to celebrate their 40th anniversary in the country. At the event, BSAF intended to announce new innovations in chemical production. By organising and executing media roundtables with BASF’s President Director, PRecious helped place BASF in key Indonesian media, including CNN Indonesia. This effectively positioned them as thought leaders in their industry.
Mimpi is a company that aims to offer luxurious and affordable mattresses to everyone in Indonesia. PRecious helped Mimpi to create awareness for the brand and the technology that they use through localised influencer engagements, resulting coverage in various media outlets. In addition to these engagements, a press launch was also organised to support Mimpi’s goal in Indonesia. As a result, the brand received increased awareness, a better understanding of the technology behind the mattresses and higher engagement, in terms of likes and followers, on social media.