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March 2025 experienced a slowdown after the Tet season, paving the way for a new wave of initiatives centered around International Women’s Day (8/3). On social media, brands continued to maintain their presence through various forms of interaction, including minigames, livestreams, and promotional campaigns. So how did the YMI Brand Ranking for March 2025 reflect these shifts across industries?
Let’s explore the most active brand movements through the lens of social listening in the YMI Brand Ranking – March 2025, brought to you by YouNet Media.
*Starting from January 2025, the YMI Brand Ranking will focus on four key industries: Beer, Dairy (Powdered Milk segment), Banking, and Insurance.
Outstanding Activities of Brands on Social Media in Mar 2025
- In March 2025, the Beer industry cooled off with approximately 142k mentions, a 63.9% decline compared to the previous month. Heineken led the sector with the minigame “Săn Ngay 29 Vé Chung Kết UEFA Champions League”. Bia Hà Nội rose by 4 ranks, driven by the promotional program “Mở Thùng Trúng Vàng, Khai Mở Phú Quý”. Larue gained visibility through the campaign “Dáng Hình Quảng Nam Sau 50 Năm Giải Phóng” and the event series “Đêm Tự Hào Đà Nẵng – Quảng Nam”. Bia Saigon maintained momentum by partnering with the Tiền Phong Marathon 2025. Huda recorded strong growth through the minigame “Đón Tuổi Mới Huda, Đón Game Đậm Quà”.
- The Powdered Milk industry recorded around 1.5M mentions in March 2025, up 20.14% from the previous month. NAN maintained its leadership with the minigame “Mẹ Đáp Chuẩn Chỉnh – Quà Xịn Rủng Rỉnh”. Vinamilk Optimum Gold jumped 9 ranks, fueled by positive discussions from Hot Moms emphasizing the digestive health benefits of Optimum Gold. S-26 Ultima drew attention with the minigame “Thông Thái Đoán Hay – Quà Xịn Ngất Ngây”. Similac held its position through the minigame “Mẹ Sinh Mổ Gợi Ý Bí Quyết Hay – Nhận Quà Ngay”. Aptamil sustained positive discussions through user-generated content sharing experiences with the Aptamil New Zealand product line.
- The Banking industry experienced a strong surge with approximately 595k mentions in March 2025, marking a 157% increase over February. Techcombank led the sector with a series of posts celebrating International Women’s Day (8/3) and content related to the casting event for “Tân Binh Toàn Năng”. HDBank stood out with the CapCut minigame “Biến Hình Thành “Đại Gia Vàng Ký” Cùng HDBank”. ACB maintained visibility through the minigame “Mảnh Ghép Cho Ngôi Nhà Đầu Tiên”. Vietcombank gained attention with the minigame “Đoán Thông Điệp Hay – Nhanh Tay Rinh Quà”. VIB rose by 1 rank, driven by minigame activities and a series of posts announcing the Pre-Concert livestream Anh Trai “Say Hi” – Day 5.
- The Insurance industry maintained its growth momentum, with approximately 643.2k mentions, up 30.5% month-over-month. Prudential stood out with the minigame series “Giải Mật Mã Ngay, Mở Khóa Quà Hay” and “Phụ Nữ Đẹp Nhất Khi Nào?”. Manulife amplified its communications with campaigns celebrating March 8 and various promotional activities. Chubb Life attracted significant discussions through the minigame “Thay Avatar, Chào Đón Chubb Life Tuổi 2020” and the event Annual Agency Awards 2024 event. AIA maintained engagement through initiatives such as “Trường Học Lành Mạnh Nhất AIA”. Dai-ichi Life recorded steady growth with community-focused initiatives “Kết nối Triệu Yêu Thương – Tình Thương Cho Em”.
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 Mar 2025: TOP 5 brands from 4 industries with effective activity on social media in Mar 2025 (1/3/2025 – 31/3/2025)
* The data for the rankings is compiled using YouNet Media’s Social Listening platform, SocialHeat.
YMI Ranking – Brand of the Month 3.2025 and Featured Activities of Brands
1. YMI Ranking – Top 5 Beer Brands on Social Media in March 2025
In March 2025, the Beer industry experienced a decline with approximately 142k mentions, marking a 63.9% decrease compared to February. The Top 5 brands leading the YMI Beer Ranking were Heineken, Bia Hà Nội, Larue, Bia Saigon, and Huda.
Heineken maintained its #1 position as YMI Brand of the Month – Beer Industry, holding steady from February. During the month, the brand launched the minigame “Săn Ngay 29 Vé Chung Kết UEFA Champions League” and announced the livestream event “Công Bố Đội Hình 29 Fan Đích Thực” to engage the football fan community. Despite retaining the top spot, Heineken recorded a 76.8% decrease in total mentions, a 89.9% decrease in brand mentions, and a 61.4% decline in participant volume compared to February.
Bia Hà Nội climbed 4 positions to secure the #2 spot in the YMI Beer Ranking for March 2025. The brand implemented the promotional program “Mở Thùng Trúng Vàng, Khai Mở Phú Quý” and executed the activity “Bật Nắp Sảng Khoái, Rước Ngay SH”, which was actively shared across community pages such as Top Comments, Beatvn, and Troll Bóng Đá. Bia Hà Nội recorded a 32.6% increase in total mentions, an 18.3% decline in brand mentions, and a 190.5% increase in participant volume month-over-month.
Larue maintained its #3 ranking in March 2025. The brand executed the campaign “Dáng Hình Quảng Nam Sau 50 Năm Giải Phóng” and organized the event series “Đêm Tự Hào Đà Nẵng – Quảng Nam” across major locations in Central Vietnam. Larue recorded a 58.5% increase in total mentions, a 20.8% decrease in brand mentions, and a 26.0% decrease in participant volume compared to February.
Bia Saigon remained at #4 in the YMI Beer Ranking for March 2025. The brand continued its partnership with the Tiền Phong Marathon 2025 and launched the minigame “Khoe Khoảnh Khắc Hạnh Phúc Cùng Binz”. Bia Saigon experienced a 39.4% decrease in total mentions, a 33.1% decrease in brand mentions, and a 63.9% decrease in participant volume from the previous month.
Huda rose 7 positions to secure the #5 spot in the YMI Beer Ranking for March 2025. The brand introduced the minigame “Đón Tuổi Mới Huda, Đón Game Đậm Quà” combined with the promotional program “35 Năm Đậm Tình Cùng Miền Trung”. Huda recorded a 25.3% increase in total mentions, a 68.6% increase in brand mentions, and a 38.6% increase in participant volume compared to February.
Explore the YMI Brand Ranking for the Beer Industry on Social Media in March 2025
2. YMI Ranking – Top 5 Dairy Brands (Powdered Milk Segment) on Social Media in March 2025
In March 2025, the Powdered Milk industry recorded a growth momentum with approximately 1.5M mentions, up 20.14% compared to February. The Top 5 brands in the YMI Powdered Milk Ranking were NAN, Vinamilk Optimum Gold, S-26 Ultima, Similac, and Aptamil.
NAN retained its #1 position as YMI Brand of the Month – Powdered Milk Industry. During the month, the brand organized the minigame “Mẹ Đáp Chuẩn Chỉnh – Quà Xịn Rủng Rỉnh” and “Mẹ Chọn Tinh Anh – Nhanh Tay Rinh Quà”, which engaged a wide parenting audience. NAN recorded a 4.1% increase in total mentions, a 31.3% increase in brand mentions, and a 30.2% decrease in participant volume compared to February.
Vinamilk Optimum Gold climbed 9 ranks to secure #2 in the YMI Powdered Milk Ranking. The brand amplified its presence through posts from Hot Moms sharing experiences with Optimum Gold, focusing on digestive health benefits for children. Vinamilk Optimum Gold saw remarkable growth, with total mentions up 750.5%, brand mentions up 2811%, and participant volume up 487.6% month-over-month.
S-26 Ultima ranked #3, dropping 1 position compared to February. In March 2025, the brand launched the minigame series “Thông Thái Đoán Hay – Quà Xịn Ngất Ngây” and appeared through promotional posts on major e-commerce platforms such as Lazada and Tiki, as well as from distributors like Concung and KidsPlaza. S-26 Ultima recorded a 5.0% increase in total mentions, a 19.6% increase in brand mentions, and a 34.5% decrease in participant volume.
Similac maintained its #4 position in the YMI Powdered Milk Ranking for March. The brand implemented the minigame “Mẹ Sinh Mổ Gợi Ý Bí Quyết Hay – Nhận Quà Ngay” and was frequently mentioned across parenting communities such as Hội Review Bỉm Sữa Cho Bé <3 and Mẹ Thông Thái Chọn Sữa Công Thức. Similac recorded a 51.2% increase in total mentions, an 81.4% increase in brand mentions, and a 20.8% increase in participant volume compared to February.
Aptamil ranked #5, dropping 2 positions from February. In March 2025, the brand organized a 6-hour mega livestream promoting Aptamil New Zealand and leveraged user-generated content from parenting communities. Aptamil saw a 28.7% increase in total mentions, a 1.9% increase in brand mentions, and a 6.7% increase in participant volume.
3. YMI Ranking – Top 5 Banking Brands on Social Media in March 2025
In March 2025, the Banking industry experienced strong momentum with approximately 595k mentions, a 157% surge compared to February. The Top 5 brands in the YMI Banking Ranking were Techcombank, HDBank, ACB, Vietcombank, and VIB.
Techcombank maintained its #1 position as YMI Brand of the Month – Banking Industry. The brand carried out a series of posts celebrating International Women’s Day (8/3) and launched content promoting the casting event “Tân Binh Toàn Năng”. Techcombank recorded a 52.6% increase in total mentions, a 3.2% decrease in brand mentions, and a 16.1% increase in participant volume compared to February.
HDBank climbed to #2 in the YMI Banking Ranking. During March 2025, the brand launched the CapCut minigame “Biến Hình Thành ‘Đại Gia Vàng Ký’ Cùng HDBank” and organized the contest “Kế Hoạch “Vàng Ký” – Phú Quý Cả Năm”. HDBank also gained visibility through participation in the “66th Tiền Phong National Marathon Championship”.
ACB ranked #3, dropping 1 position compared to February. The brand introduced the minigame “Mảnh Ghép Cho Ngôi Nhà Đầu Tiên” and implemented a customer appreciation program for International Women’s Day. ACB also engaged audiences with the minigame “Lựa Chọn Hạnh Phúc, Tròn Vai Hay Chọn Vai”. ACB recorded a 52.6% increase in total mentions, a 3.2% decrease in brand mentions, and a 16.1% increase in participant volume compared to the previous month.
Vietcombank maintained its #4 position. In March 2025, the brand launched the minigame “Đoán Thông Điệp Hay – Nhanh Tay Rinh Quà” and promoted the VCB Digibank ride-booking feature. Vietcombank experienced a 33.3% decrease in total mentions, a 2.2% decrease in brand mentions, and a 39.0% decrease in participant volume.
VIB rose to #5, up 1 position from February. The brand organized the minigame “Chụp Xe Sang, ‘Manifest’ Rước Xe Về Nhà” and promoted the livestream event Pre-Concert Anh Trai “Say Hi” – Day 5. VIB recorded a 63.4% increase in total mentions, a 62.2% increase in brand mentions, and a 104.4% increase in participant volume month-over-month.
Explore the YMI Brand Ranking for the Banking Industry on Social Media in March 2025
4. YMI Ranking – Top 5 Insurance Brands on Social Media in March 2025
In March 2025, the Insurance sector sustained its growth momentum with approximately 643.2k mentions, a 30.5% increase compared to February. The Top 5 brands in the YMI Insurance Ranking were Prudential, Manulife, Chubb Life, AIA, and Dai-ichi Life.
Prudential retained its #1 position as YMI Brand of the Month – Insurance Industry. During March 2025, the brand implemented the minigame series “Giải Mật Mã Ngay, Mở Khóa Quà Hay” and “Phụ Nữ Đẹp Nhất Khi Nào?”, while launching a series of posts celebrating March 8. Prudential recorded a 33.1% increase in total mentions, a 59.1% increase in brand mentions, and a 44.6% decrease in participant volume.
Manulife ranked #2, dropping 1 position compared to February. The brand deployed a minigame series including “Trao Gửi Câu Chúc, Rinh Quà Xịn Mừng 8.3”, “Chọn Đáp Án Đúng, Nhận Quà Xịn Từ Manulife”, and “Khởi Đầu Hạnh Phúc cùng Manulife – Cơ hội nhận ngay vòng Mi Band 9 Pro & 50 voucher Got It!”. Manulife recorded a 33.0% increase in total mentions, a 33.3% increase in brand mentions, and a 26.9% increase in participant volume.
Chubb Life maintained its #3 position. In March, the brand organized the minigame series “Thay Avatar, Chào Đón Chubb Life 20 Tuổi” and “Đoán Tên Giải Pháp Bảo Vệ Mới, Rinh Quà Đặc Biệt Từ Chubb Life”. The brand also generated buzz through the Annual Agency Awards 2024 and participation in the US Business Delegation to Vietnam. Chubb Life recorded a 116% increase in total mentions, a 130.8% increase in brand mentions, and a 245.9% increase in participant volume.
AIA ranked #4, maintaining its previous position. In March 2025, the brand boosted discussions with posts celebrating March 8, and promoted meaningful activities such as “Trường Học Lành Mạnh Nhất AIA” and ”ESG tại AIA – Hưởng Ứng Giờ Trái Đất động”. AIA experienced a 20.5% decrease in total mentions, a 19.4% decrease in brand mentions, and a 31.3% decrease in participant volume.
Dai-ichi Life rose to #5, up 1 position from February. In March 2025, the brand implemented minigames such as “Trả Lời Đúng – Trúng Ngay Quà” and “Flex Ảnh Xinh – Khoe Yêu Thương, Nhận Quà Cực Đỉnh”. The brand also highlighted its community efforts with initiatives like Dai-ichi Life Việt Nam trao áo ấm và ba lô cho học sinh có hoàn cảnh khó khăn tại Nghệ An. Dai-ichi Life recorded a 50.7% increase in total mentions, a 129.4% increase in brand mentions, and a 48.5% increase in participant volume month-over-month.
Explore the YMI Brand Ranking for the Insurance Industry on Social Media in March 2025
Stay tuned for the update of the YMI Brand Ranking for April 2025 with YouNet Media.
Detailed Information:
- Follow the YMI Brand Ranking for Feb 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
