CAO Fine Jewelry

Paid social & content

Content for paid social across Facebook, TikTok and Instagram, adapting the voice from brand storytelling to conversion-led copy to support omnichannel performance, shaped seasonally and by occasion with the in-house creative and omnichannel teams.

• Reached 22M+ people and 95M+ views (paid & organic) in six months, with +66% views and +72% link clicks.
• Led content for two new collection launches, Oriental Vol.3 and Macaron, translating each collection’s concept into seasonal, occasion-led storytelling across channels.

Oriental Vol.3 - Lunar New Year 2026 campaign

Nhi owned content and creative angles for the flagship Lunar New Year campaign (Meta + TikTok), partnering with the media agency on performance. She was involved end to end: from concept and ideation to shoot preparation, on-set styling of the jewelry on the model, and the campaign’s content strategy.

• Exceeded every KPI, up to ~290% of target, at CPMs ~40% below plan.
• 43M impressions, with 227 lead forms and 3.6K messaging conversations into new client pipeline.

Oriental Vol.3 - the Lunar New Year film Watch on Facebook ↗

Website & rebranding

Nhi co-shaped the brand guidelines with the Brand Manager and Head of Marketing, then researched leading global maisons and developed the new website, brand story, high-jewelry narratives and supporting sections, in English and Vietnamese - translating gemmology and Vietnamese heritage into an elegant narrative aligned with a luxury positioning.

PR, press & celebrity

Nhi supports CAO’s press and media relations, producing brand narratives and press materials for events, milestones and new-collection launches.

• Supported the 20th-anniversary celebration and the Tatler Ball: The Great Rise 2025 collaboration.
• Designer and celebrity liaison, including dressing Hương Giang in CAO high jewelry and accompanying the “Get Ready With Hương Giang” shoot at Tatler Ball Vietnam, working closely with the editor to keep the brand’s spirit and message intact.
• Collaborated with editors on print jewelry features, safeguarding both content accuracy and product visuals.

Events & product logistics

On major brand events and shoots, Nhi manages high-value jewelry end to end, from secure handling and on-site condition checks to on-time return, and helps bring events to life from concept to delivery.

• Prepared proposal decks and liaised with partners (stylists, brand partners and celebrities) for events and exhibitions co-created with luxury brands in adjacent segments, from high-end real estate to luxury beauty.
• Facilitated high-value jewelry loans for events and red carpets.
• Managed and condition-checked jewelry on new-collection photoshoots for on-set readiness and security.
• Worked with the Head of Marketing to curate gifts and handwritten notes for key partners, and handled their delivery.