% http://tex.stackexchange.com/q/342509/5764
\documentclass{report}

\usepackage{luacode,hyperref}
\usepackage{lipsum}

\begin{luacode}
  function inserthref ( s )
    if string.find ( s , '\\chapter' ) == nil then
      s = string.gsub ( s , 'My unique chapter name',
        '\\hyperref[ch:my-unique-chapter-name]{My unique chapter name}' )
      s = string.gsub ( s , 'Introduction',
        '\\hyperref[ch:introduction]{Introduction}' )
    end
    return ( s )
  end
\end{luacode}
\AtBeginDocument{\directlua{luatexbase.add_to_callback (
   "process_input_buffer", inserthref, "inserthref" ) }}

\begin{document}

\chapter{Introduction}
\label{ch:introduction}

\chapter{My unique chapter name}
\label{ch:my-unique-chapter-name}
\lipsum[1-10]

See My unique chapter name as well as introduction, Introduction.

\end{document}