1.004 lượt xem
During Tet 2025, more than 130 campaigns across 26 industries generated over 10.2 million social media mentionss. Looking back on a vibrant and dynamic season, which campaigns truly stood out with impressive communication performance? Join YouNet Media in unveiling the YMI Ranking – Top 20 Most Notable Tet 2025 Campaigns on Social Media.
Disclaimer: The data used in this article series is collected via the SocialHeat platform and analyzed by YouNet Media – Vietnam’s leading company in Social Media Analytics Platforms and Services. Monitoring period is October 1, 2024 – February 14, 2025. Campaigns included in the analysis are those with Tet-related themes in messaging or activities and that surpassed 1,000 total mentionss.
1. Enhancing the YMI Tet Campaign 2025 Ranking with the Content From Qualified Users (CFQU) Index
Launched in 2018, the YMI Tet Campaign Ranking by YouNet Media aims to measure, evaluate, and rank the performance of Tet campaigns across social platforms.
To offer a newer perspective on campaign effectiveness—especially through mentionss generated by qualified users—and to demonstrate YouNet Media’s and YouNet Group’s continuous commitment to innovation, the Qualified User (QU) and Content From Qualified Users (CFQU) indexes are officially integrated into the YMI Tet Campaign Ranking 2025.
Learn more about Content From Qualified Users index
The Top 20 YMI Tet Campaigns 2025 Ranking is now based on the YMI Score (New), an upgraded version of the original score that emphasizes campaign performance via content created by quality users.
The YMI Score (New) is composed of four key metrics:
- Qualified Users – The total number of quality users participating in mentionss about the campaign, reflecting the campaign’s reach.
- Buzz Volume From Qualified Users – Total mentionss generated by quality users on social media, reflecting the campaign’s dynamic.
- Object Mentions From Qualified Users – The level of awareness (based on the volume of relevant mentionss) of the campaign message and brand among quality users.
- Sentiment From Qualified Users – The level of favorability (based on sentiment analysis) expressed by quality users toward the campaign.
2. Revealing the YMI Ranking – Top 20 Most Outstanding Tet 2025 Campaigns on Social Media
In previous years, due to unique mentions dynamics in the E-commerce & Retail sectors (driven by both sellers and brands), YouNet Media provided a separate Tet campaign ranking for these industries. Starting in 2025, all campaigns from all industries are now consolidated into one comprehensive list – the YMI Ranking of Top 20 Tet Campaigns 2025 on Social Media.
So which campaigns dominated the social media landscape this Tet? Let’s explore together.
View full details: YMI Scores of the Top 20 Tet Campaigns 2025
Note: This Top 20 list focuses on consumer goods and service industries, excluding niche sectors like gaming.
3. Standout Communications from the Top 5 YMI Tet Campaigns 2025
#1 YMI CAMPAIGN TET 2025: “Roar Into the New Year with Courage” – Tiger Beer
Message: Sát Cánh Gầm Vang, Khai Xuân Bản Lĩnh
Highlight activities:
- Launch of the limited-edition Tiger x Chi Pu x Đen Vâu collection.
- Organized Tiger Remix 2025 music festivals in HCMC, Tiền Giang, and Buôn Ma Thuột.
- Diamond sponsor of Sóng 25 – Live Concert.
The new year was ushered in with the Tiger Remix 2025 mega concert held on the evening of December 31, 2024, at Nguyễn Huệ Walking Street. This event marked the 10th anniversary of the Tiger Remix journey, featuring a stage inspired by mosaic art, enhanced with cutting-edge technology and a range of unprecedented experiences. The concert brought together top-tier artists such as Sơn Tùng M-TP, Hồ Ngọc Hà, Đen, Hoàng Thùy Linh, Hà Lê, Đỗ Hoàng Hiệp, and DJ Minh Trí, creating a roaring festival atmosphere to welcome the new year. Beyond Ho Chi Minh City, the celebration extended simultaneously to Mỹ Tho City Square (Dec 31, 2024) and later to 10/3 Square in Buôn Ma Thuột (Jan 11, 2025).
The festive spirit carried on as Tiger Beer partnered for the first time with the Sóng 25 – Live Concert, amplifying the powerful message of “Roar Into the New Year with Courage.” The collaboration encouraged individuals to break free from past limits and confidently embrace 2025 with renewed energy.
Attracting over 133K qualified users and generating more than 185K mentionss, the campaign led across all three key metrics: Qualified Audience Scale Score, Buzz Score from Qualified Users, and Sentiment Score from Qualified Users. With these outstanding results, “Sát Cánh Gầm Vang, Khai Xuân Bản Lĩnh” reaffirmed Tiger Beer’s leading position by securing the #1 spot on the YMI Tet Campaign 2025 Ranking.
#2 YMI CAMPAIGN TET 2025: “Sắm Tết Bao Vui” – TikTok Shop
Message: Sắm Tết Bao Vui
Highlight activities:
- MV “Tết Bao Vui” (Pháp Kiều x Nhật Hoàng)
- Dance challenge recreating the choreography from the Tết Bao Vui music video, alongside a story-sharing activitywhere users posted their Tet 2025 celebrations using the hashtag #SamTetBaoVui on TikTok.
The campaign kicked off with the release of the “Tết Bao Vui” music video (featuring Pháp Kiều and Nhật Hoàng), followed by a dance challenge that recreated the choreography from the MV and encouraged users to share their Tet 2025 stories using the hashtag #SamTetBaoVui on TikTok.
With over 101K qualified users and more than 180K mentionss generated by this user group, TikTok Shop’s “Sắm Tết Bao Vui” campaign demonstrated exceptional appeal by seamlessly blending holiday shopping with entertainment. The campaign’s centerpiece—the vibrant and upbeat MV Tết Bao Vui—featured catchy melodies and uplifting visuals, quickly earning a spot in the Top 6 Most Engaging Tet MVs of 2025 on social media (as reported by YouNet Media from 1/12/2024 to 8/1/2024).
By leveraging the shoppertainment model—a fusion of shopping and entertainment—TikTok Shop is redefining the Tet shopping experience as quick, convenient, and emotionally engaging, all within a few taps on a smartphone. Thanks to its effective communication strategy, the “Sắm Tết Bao Vui” campaign achieved remarkable performance: #1 in Object Mentions from Qualified Users, and #2 across the remaining three key metrics.
#3 YMI CAMPAIGN TET 2025: “Tet Means Coming Home” – Zalopay
Message: Tết Nguyên Đán là Tết Nguyên Nhà
Highlight activities:
- Organized the Zalopay Year End Fes 2024, a hybrid event combining digital payment services with a shopping-themed music festival in Ho Chi Minh City.
- Released a short film titled “Tết Nguyên Đán là Tết Nguyên Nhà”, in collaboration with director/actor Huỳnh Lập.
- Launched a CSR initiative: “Giúp nhau về nhà – Để Tết này ai cũng có Tết Nguyên Nhà”.
- Engaged users through interactive activities such as the “Săn xe VinFast” minigame, AI-generated Tet photo creation, and red envelope hunts.
With the heartfelt message “Tết Nguyên Đán là Tết Nguyên Nhà”, Zalopay’s Tet 2025 campaign reached over 32K qualified users and generated nearly 60K mentionss. The campaign opened with the grand Zalopay Year End Fes 2024, a large-scale concert featuring popular artists like Rhymastic, Kay Trần, Trang Pháp, Lou Hoàng, and Ngô Lan Hương. Alongside the music event were a series of interactive minigames—“Săn xe VinFast, chơi Tết Nguyên Nhà”, AI-powered Tet photo filters, and a special red envelope calendar led by influencer Lê Dương Bảo Lâm—which helped Zalopay generate significant traction on social media during the festive season.
Notably, the short film Tết Nguyên Đán là Tết Nguyên Nhà, co-created with Huỳnh Lập, effectively delivered the campaign message in an approachable yet emotionally resonant way. Additionally, the CSR program “Giúp nhau về nhà – Để Tết này ai cũng có Tết Nguyên Nhà”, in collaboration with Người Lao Động Newspaper and the Ho Chi Minh City Labor Federation, left a meaningful impression by supporting migrant workers in reuniting with their families—a compassionate gesture that reinforced the spirit of Tet togetherness.
#4 YMI CAMPAIGN TET 2025: “Charge Into the New Year with Strength” – Red Bull
Message: Vững Bản Lĩnh, Năm Mới Húc Tới Đi
Highlight activities:
- Launched the campaign with an inspiring nationwide OOH series featuring the message “Vì Việt Nam cần bạn – Vững Bản Lĩnh, Năm Mới Húc Tới Đi”.
- Released a high-energy Tet 2025 TVC in collaboration with singer Rhyder.
- Organized the RED BULL SKY FEST music festival in Ho Chi Minh City, livestreamed nationwide.
Red Bull ranked among the Top 4 most prominent campaigns on the YMI Tet 2025 Ranking, with over 43K mentionss and 20K qualified users engaging with the campaign. Carrying the bold message “Vững Bản Lĩnh, Năm Mới Húc Tới Đi”, the campaign sparked widespread conversation, starting with a visually striking OOH advertising series that called on Vietnamese pride and collective resilience.
The momentum continued with a powerful Tet 2025 TVC featuring Rhyder, reinforcing Red Bull’s message of empowerment and determination to overcome every milestone. A key highlight of the campaign was the RED BULL SKY FEST, a large-scale music event livestreamed across the country, featuring an impressive artist lineup including Quang Hùng MasterD, Karik, HURRYKNG, OGENUS, and Lou Hoàng.
#5 YMI CAMPAIGN TET 2025: “Unlock Real Connections – Tet with Heineken”
Message: Mở Kết Nối Thật – Tết Bật Heineken
Highlight activities:
- Released a special festive packaging for Tet 2025
- Rolled out the “Mở Kết Nối Thật – Tết Bật Heineken” activation challenge across retail outlets nationwide
- Organized the Heineken Countdown concert series in Nha Trang, Kiên Giang, Vũng Tàu, and Quy Nhơn
- Launched an AR Filter game titled “xé túi mù” on Facebook and TikTok
Engaging more than 27K qualified users and generating over 43K mentionss, Heineken brought the campaign “Mở Kết Nối Thật – Tết Bật Heineken” to life with a series of creative activations aimed at encouraging consumers to temporarily put down their smartphones and be fully present in the moment.
The campaign began with the launch of its Tet 2025 limited-edition packaging, which retained Heineken’s iconic green but introduced flowing red and yellow accents—symbols of renewal and vitality for the upcoming Year of the Snake.
Riding on the widespread popularity of the “xé túi mù” (mystery bag) trend in 2024, Heineken also introduced its own version through an AR Filter game. “Users just snap a photo with the AR Filter—Heineken takes care of the mystery bags.”
A standout moment of the campaign was the Heineken Countdown 2025 music extravaganza under the theme “Mở kết nối thật”, drawing massive crowds. The event, held at 2/4 Square in Nha Trang, featured cutting-edge experiences such as 360-degree surround sound, synchronized LED lighting, and electric fireworks along Ken Bridge. The star-studded lineup included Alan Walker, Tóc Tiên, Karik, Erik, Vũ Thảo My, Quang Hùng MasterD, and HURRYKNG.
View Details: YMI Scores of the Top 20 Tet 2025 Campaigns
Each Tet campaign represents a journey of relentless creativity by brands striving to connect with audiences during the festive season. With the YMI Campaign Tet 2025 Ranking, YouNet Media proudly honors the brands that made this Tet season memorable and emotionally resonant.Congratulations to the most outstanding communication campaigns of the year!
The Tet Campaign Recap Series Includes:
- A holistic overview of Tet 2025 campaign performances
- The YMI Top 20 Tet Campaigns on Social Media
- Launch of the “Winning Tết 2026” Report – Strategic guidelines for optimizing Tet campaigns
- Key trends in Tet 2025 campaign executions
Join YouNet Media as we count down to the release of the Winning Tết 2026 Report, offering a comprehensive view of the key movements during Tet 2025 and delivering actionable insights to help brands confidently plan and innovate for the Tet 2026 season.
