1.240 lượt xem
Although February 2025 coincided with the Lunar New Year, overall discussion volume across industries on social media saw a decline compared to the previous month. During this period, most brands focused on executing Tet campaigns and early-year promotional activities.
So, what shifts did the YMI Brand Rankings reveal this month across key industries?
Let’s explore the most active brand movements through the lens of social listening in the YMI Brand Ranking – February 2025, brought to you by YouNet Media.
Outstanding Activities of Brands on Social Media in Feb 2025
- In February 2025, the Beer industry recorded approximately 393,000 mentions, a steep 83.0% decline compared to January. Heineken retained its lead through the interactive activation Chơi AR Filter – Rinh Ngay Siêu Kit Kết Nối Thật, amplified by KOL and community content. Tiger sustained its buzz by sponsoring the TV show Sóng 25 and promoting Tiger Coolpack. Larue maintained its position with the community program Cùng Cộng Đồng Đón Tết An Vui. Bia Saigon rose 5 ranks thanks to its Tet campaign Mở Tết Sung Túc and the CapCut Challenge Mở Lộc Special, Vui Tết Mọi Miền. Somersby gained traction with its event sponsorship Fashion Tour: Non Sông Gấm Vóc and the minigame Thần Tài Đố Vui, Nhận Quà Cực Dính.
- The Powdered Milk sector recorded 1.3 million mentions, down 3.8% from January. NAN continued to lead with the minigame series Mẹ Sắp Xếp Hay – Quà Xinh Trao Tay and Truy Tìm Đáp Án – Trúng Quà Mê Ly, supported by community posts and distributor networks. S-26 Ultima and Similac sustained their presence with minigames and community-led content. Aptamil experienced strong organic growth, despite no official campaigns, thanks to authentic shares from Hot Moms about the Aptamil New Zealand product line. Friso remained steady, driven by natural discussions in parenting groups and verified user communities.
- The Banking industry recorded 241,000 mentions, a 15.8% drop from January. Techcombank held the #1 position, driven by the concert sponsorship Anh Trai Vượt Ngàn Chông Gai and the minigame FLEX Kết Quả Vé Quay – Rinh Ngay Vé Soundcheck. ACB sustained visibility with the promotion Tết Tiền Tài Tới and the minigame Đoán Lãi Suất – Trúng Quà To. MSB remained strong with the Tet campaign Claim Tết Có Lời Cùng MSB and the promotion Mở Là Lời – Chạm Là Lộc. Vietcombank increased presence with the program Đặt VNPAY Taxi – Trúng Ô Tô and the minigame Xếp Đúng Hình – Nhận Quà Xịn. VPBank stood out with its sponsorship of the VPBank VnExpress Marathon HCMC Midnight 2025 and a livestream supporting small businesses.
- The Insurance industry remained stable with 493,000 mentions, marking a 127.0% increase from January. Prudential led with the Tet event Chỉ Cần Có Nhau, Vượng Phát Bền Lâu and the minigame series Chuẩn Bị Gì Chưa Người Đẹp?. Manulife continued its efforts with the campaign Sống Khỏe Mỗi Ngày and several early-spring minigames. Chubb Life climbed 5 spots, fueled by the promotion Đón Lộc Xuân, Tâm An Gắn Kết and the minigame Mở Két Thần Tài – Săn Voucher Xịn. AIA celebrated its 25th anniversary with a series of Valentine’s and Tet-themed minigames. FWD spread its message through the minigame Lì Xì Đầu Xuân – Chọn Túi Lộc Bất Ngờ and the motivational theme Năm Mới, Mục Tiêu Mới – Sống Đầy.
Overview of the YMI Brand Ranking System – Scope of the Report
The YMI Brand Ranking System was launched by YouNet Media in 2019, aimed at establishing a new measurement standard for evaluating and ranking the effectiveness of brand and campaign activities. The YMI Brand Ranking provides a neutral and objective perspective on brand performance by industry on social media.
The brand rankings in the YMI Brand Ranking are assessed based on an integration of several indicators:
- Brand Mention Score (based on the volume of conversations mentioning the brand),
- Sentiment Score (based on positive & negative discussion on social media)
- Buzz Score (based on total mentions generated about the brand on social media)
- Audience Scale Score (based on the number of unique audiences who participate in the conversations about the brand).
Brands appearing in the rankings must meet the criteria of achieving a positive Sentiment Index.
YMI Brand Ranking of the Month in Feb 2025: TOP 5 brands from 4 industries with effective activity on social media in Feb 2025 (1/1/2025 – 28/2/2025)
* The data for the rankings is compiled using YouNet Media’s Social Listening platform, SocialHeat.
YMI Ranking – Brand of the Month 2.2025 and Featured Activities of Brands
1. YMI Ranking – Top 5 Beer Brands on Social Media in February 2025
In February 2025, the Beer industry cooled off significantly, recording approximately 393,000 mentions, down 83.0% from the previous month. The Top 5 brands in the YMI Beer Ranking this month were Heineken, Tiger, Larue, Bia Saigon, and Somersby.
Heineken rose one position to claim the #1 spot as YMI Brand of the Month – Beer Industry. In February, the brand launched a series of interactive activities, including Chơi AR Filter, Rinh Ngay Siêu Kit Kết Nối Thật, in conjunction with a limited-edition gift box. Heineken also partnered with communities such as Theanh28, Beatvn, Why So Serious, and collaborated with KOLs like Trần Quốc Anh, Thuận Nguyễn, and Nguyễn Cao Kỳ Duyên. Despite topping the chart, Heineken’s metrics declined, with total mentions down 53.5%, brand mentions down 21.2%, and participant volume down 42.4% compared to January.
Tiger dropped one spot to rank #2 in the YMI Brand of the Month – Beer Industry. The brand sponsored the TV show Sóng 25 and promoted its Tiger Coolpack 250ml product through posts from community pages such as Bí Mật Showbiz, Lang Thang An Giang, Insight Mất Lòng, and Theanh28. Tiger saw a sharp drop in all metrics, with total mentions down 96.7%, brand mentions down 98.2%, and participant engagement down 93.7%.
Larue climbed two spots to secure #3, thanks to its community initiative Cùng Cộng Đồng Đón Tết An Vui, which gained visibility through user-generated content. However, Larue also experienced declines, with total mentions down 87.6%, brand mentions down 96.2%, and participant volume down 81.9% compared to the previous month.
Bia Saigon made the biggest leap, rising five positions to claim #4 in the ranking. The brand stood out with the Tet campaign Mở Tết Sung Túc, spotlighting the CapCut Challenge Mở Lộc Special, Vui Tết Mọi Miền, which gained traction through user-driven content. Despite the buzz, Bia Saigon saw total mentions drop by 70%, brand mentions by 53.4%, and participant engagement by 77%.
Somersby entered the Top 5 at #5 in February 2025. The brand sponsored the event Fashion Tour: Non Sông Gấm Vóc and launched the interactive activity Thần Tài Đố Vui, Nhận Quà Cực Dính. In addition, Somersby collaborated with KOL Trần Quốc Anh and amplified content via community pages like Hóng Hớt Showbiz, Lost Bird, and Check In Vietnam. Somersby recorded exceptional growth, with total mentions increasing by 10,644.0% and participant engagement up by 7,851.7% month-over-month.
Explore the YMI Brand Ranking for the Beer Industry on Social Media in February 2025
2. YMI Ranking – Top 5 Dairy Brands (Powdered Milk Segment) on Social Media in February 2025
In February 2025, the Powdered Milk sector saw a slight cooling in online activity, recording around 1.3 million mentions, a 3.8% decline compared to January. The Top 5 brands in the YMI Ranking this month were NAN, S-26 Ultima, Aptamil, Similac, and Friso.
NAN held steady at the #1 position as YMI Brand of the Month – Powdered Milk Industry, maintaining its lead from January. In February, the brand launched a minigame series including Mẹ Sắp Xếp Hay – Quà Xinh Trao Tay, Mảnh Ghép Hoàn Chỉnh – Rinh Quà Siêu Đỉnh, and Truy Tìm Đáp Án – Trúng Quà Mê Ly. NAN also appeared in posts from major distributors like M&B, Concung, Lazada Super Moms, and Bibo Mart, and sustained visibility in communities such as Mẹ Thông Thái Chọn Sữa Công Thức and Kinh Nghiệm Chọn Sữa Công Thức Cho Bé Yêu. Despite strong presence, NAN recorded declines across all metrics: total mentions down 46.2%, brand mentions down 53.6%, and participant volume down 56.4%.
S-26 Ultima remained at #2, continuing its consistent performance. The brand was featured on e-commerce platforms like Lazada and Tiki, and appeared in discussions within parenting communities such as Hội Review Bỉm Sữa Cho Bé <3 and Review Sữa Công Thức Nào Tốt!!!. In February, S-26 Ultima saw total mentions increase by 22.3% and brand mentions surge by 70.2%.
Aptamil climbed two ranks to reach #3 in the YMI Ranking. The brand gained attention through organic posts from Hot Moms sharing about Aptamil New Zealand benefits, and maintained active presence in communities like Kinh Nghiệm Nuôi Con – Lần Đầu Làm Mẹ, Hội Các Mẹ Dùng Sữa Aptamil, and Tâm Sự Bầu Bí Và Làm Mẹ. In February, Aptamil experienced impressive growth, with total mentions up 176.8%, brand mentions up 754.3%, sentiment score up 10.1%, and participant volume up 84.4%.
Similac dropped one position to rank #4. The brand ran the minigame Chia Sẻ Thói Quen Mẹ Đã Tập Cho Con Để Bé Có Hệ Tiêu Hóa Khỏe, and continued to appear in discussions across communities like Hội Review Bỉm Sữa Cho Bé <3, Mẹ Thông Thái Chọn Sữa Công Thức, and Nuôi Con Bằng Sữa Công Thức. While participant volume increased by 6.2%, other indicators remained relatively stable.
Friso dropped one spot to #5 in the ranking. The brand maintained visibility in communities such as Team Đẻ Bệnh Viện Phụ Sản Trung Ương, Hội Các Mom Rì Viu Sữa Chính Hãng Cho Bé, and Sữa Công Thức: Chọn Đúng – Dùng Đủ. Despite its drop in rank, Friso saw strong growth, with total mentions up 166.7%, brand mentions up 58.7%, and participant volume up 115.0% compared to January.
3. YMI Ranking – Top 5 Banking Brands on Social Media in February 2025
In February 2025, the Banking industry recorded approximately 241,502 mentions, showing a 15.8% decline compared to January. The Top 5 brands in the YMI Banking Ranking were Techcombank, ACB, MSB, Vietcombank, and VPBank.
Techcombank maintained its #1 position as YMI Brand of the Month – Banking Industry, holding steady from January. The brand sponsored the concert Anh Trai Vượt Ngàn Chông Gai and launched two minigames: FLEX Kết Quả Vé Quay – Rinh Ngay Vé Soundcheck and Thực Hiện Mục Tiêu – Nhận Nhiều Quà Chất. Additionally, Techcombank promoted its Sinh Lời Tự Động 2.0 feature through a series of branded posts. In February, total mentions rose by 16.4%, while brand mentions surged 58.8%.
ACB dropped one position to #2. The brand remained active with the minigame Đoán Lãi Suất – Trúng Quà To, product communications around the Ngôi Nhà Đầu Tiên loan package, and the promotion Tết Tiền Tài Tới across social channels. While total mentions dropped by 53.1% and participant volume decreased by 56.2%, ACB saw brand mentions grow by 7.6% and sentiment score rise by 51.9%.
MSB held firm at #3, continuing its performance from January. The brand ran the minigames Đoán Đúng Bài Hát – Rinh Vé Tới Đêm Nhạc ‘Tâm Thức Tinh Hoa’ and Tìm Lời Lấy Ý – Manifest Công Việc Như Ý, alongside promotional posts for its Claim Tết Có Lời Cùng MSB feature. These were amplified by community pages such as Chuyện Của Hà Nội, Nồi Cháo Hành, and Kiến Không Ngủ, and the promotion Mở Là Lời – Chạm Là Lộc. MSB recorded a moderate decline in total mentions (–8.2%), brand mentions (–27.8%), and participant volume (–12.3%), while its sentiment score improved by 16.0%.
Vietcombank rose one rank to reach #4. The brand ran the prize draw program Đặt VNPAY Taxi – Trúng Ô Tô, launched the minigame series Xếp Đúng Hình – Nhận Quà Xịn, and promoted its new Voice OTT balance notification feature. Compared to January, Vietcombank saw total mentions increase by 47.7%, brand mentions rise by 33.6%, and participant volume jump by 71.4%.
VPBank dropped one spot to #5. The brand stood out with its sponsorship of the VPBank VnExpress Marathon Ho Chi Minh City Midnight 2025 and extended reach via livestreams and fanpage communications under the theme Đồng Hành Tiểu Thương – Vững Bước Thịnh Vượng. Despite strong visibility efforts, VPBank saw declines across key metrics, with total mentions down 18.8%, brand mentions down 34.7%, and participant volume down 30%, though its sentiment score increased by 8.4%
Explore the YMI Brand Ranking for the Banking Industry on Social Media in February 2025
4. YMI Ranking – Top 5 Insurance Brands on Social Media in February 2025
In February 2025, the Insurance industry experienced heightened activity, reaching approximately 493,000 mentions, marking a 127.0% increase compared to January. The Top 5 brands in the YMI Insurance Ranking included Prudential, Manulife, Chubb Life, AIA, and FWD.
Prudential claimed the #1 spot in the YMI Brand of the Month – Insurance Industry, rising one rank from the previous month. The brand launched a vibrant minigame series including Chuẩn Bị Gì Chưa Người Đẹp?, Bạn Cần Chủ Động Chuẩn Bị Để Thực Hiện Mục Tiêu Gì?, Biết Thêm Giải Pháp Hay, Rinh Ngay Quà Đặc Biệt, and the interactive challenge Nhắn Tin Yêu Thương Nửa Kia. Prudential also organized the event Chỉ Cần Có Nhau, Vượng Phát Bền Lâu along with a series of branded content to welcome the new year. The brand achieved impressive growth with total mentions up 485%, brand mentions up 433%, and participant volume increasing by 493.7% month-over-month.
Manulife shared the #1 position, maintaining its ranking from January. The brand continued its Sống Khỏe Mỗi Ngày campaign with minigames such as Ghép Câu Đúng, Nhận Quà Xịn, Nhắn Gửi Yêu Thương Cùng Manulife, Gieo Vần Đầu Xuân – Rinh Quà Cực Xịn Cùng Manulife, and Chia Sẻ Hạnh Phúc, Nhận Quà Xịn Từ Manulife. In February, total mentions increased by 55.2%, brand mentions rose 55.0%, and participant volume grew by 13.2%.
Chubb Life saw a 5-position jump to secure #3. The brand activated a mix of minigames including Mở Két Thần Tài – Săn Voucher Xịn and Khoe Ảnh Tết Nhất – Nhận Lì Xì Chất, as well as the promotional campaign Đón Lộc Xuân, Tâm An Gắn Kết, amplified by a series of social media posts. Chubb Life recorded a 114.7% increase in total mentions, 349.5% growth in brand mentions, a 5.3% boost in sentiment, and participant volume up by 100.8%.
AIA ranked #4, down one spot from January. In February, the brand celebrated its 25th anniversary with the minigames Đoán Ngày Sinh Nhật AIA Việt Nam and Gửi Lời Chúc Mừng Sinh Nhật AIA Việt Nam. AIA also launched a series of seasonal minigames including Quà Valentine Nào Dành Tặng Người Thương?, Chọn Đáp Án Đúng – Trúng Quà Thiết Thực, Flex Áo Dài Tết – Nhận Lì Xì Đầu Năm, and Xếp Câu Đúng – Quà Trao Tay. Despite the slight drop in rank, AIA recorded 149% growth in total mentions, 188.3% in brand mentions, and 75% increase in participant volume.
FWD climbed one position to reach #5. The brand ran several interactive minigames such as Bạn Viết Lời Tỏ Tình – Ai Viết Nhạc Ngỏ Ý and Lì Xì Đầu Xuân – Chọn Túi Lộc Bất Ngờ Cùng FWD, anchored by the New Year message Năm Mới, Mục Tiêu Mới, Phơi Phới Sống Đầy. In February, FWD saw total mentions rise by 153.8%, brand mentions by 223.0%, and participant volume by 55.3% compared to the previous month.
Explore the YMI Brand Ranking for the Insurance Industry on Social Media in February 2025
Stay tuned for the update of the YMI Brand Ranking for February 2025 with YouNet Media.
Detailed Information:
- Follow the YMI Brand Ranking for Jan 2025 here
- Visit the YouNet Media Index ranking website for detailed scores here
- Refer to the meaning of the indicators in YouNet Media Ranking here
