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The second half of 2024 saw surprising shifts in the CSR campaign landscape on social media. Traditionally quieter industries such as Insurance, Construction, and Non-alcoholic Beverages emerged as standout performers with impactful community-focused campaigns. Join YouNet Media in exploring the overall market picture and key communication trends through the Outstanding CSR Campaigns on Social Media – H2/2024 Report. Access your free report here.
Disclaimer: CSR (Corporate Social Responsibility) is a management concept where companies integrate social and environmental concerns into their operations and stakeholder interactions (Source: UNIDO). For this report, CSR campaigns were collected and measured between July 1 and December 31, 2024 (H2/2024). To be included, a campaign must have at least three social media-based activities (e.g., MV launch, minigame, contest, KOL engagement, PR coverage), include campaign hashtags, and feature CSR-related messages. Non-CSR communications within campaigns were not considered.
1. CSR Market Overview H2/2024: Brands Are Increasingly Investing in Social Good
According to YouNet Media, a total of 213 CSR campaigns were launched and communicated on social media in H2/2024 — up 35.7% compared to H1. The number of brands involved nearly doubled, from 108 to 193, indicating a growing interest in CSR across industries. However, total discussion volume saw a slight dip of 12.05%, with around 1.79 million mentions.
These shifts also led to notable changes in the Top 10 most active industries in CSR. Despite a 44.4% drop in the number of campaigns, the Insurance industry surged to the #1 spot, with CSR-related discussions increasing by 508% from H1/2024, reaching 706.8K mentions.
Other breakout performers included the Construction and Non-alcoholic Beverages industries. The former rose to #2 with 398.9K mentions (up 155%), while the latter secured the #3 position with 323.6K mentions—thanks to a 3.8x increase in the number of campaigns.
In contrast, the Milk industry, which led in H1/2024, fell to #10 in H2 with just 20.06K mentions. Though the number of campaigns rose slightly by 37.5%, the decline in discussion volume highlighted the growing importance of storytelling and platform strategy in driving CSR impact.
So which campaigns drove the breakthrough performance of Insurance, Construction, and Non-alcoholic Beverages in H2/2024?
2. Honoring the Top 20 Most Prominent CSR Campaigns on Social Media in H2/2024
The Top 20 rankings are based on YouNet Media’s proprietary evaluation system using four key metrics:
- Buzz Score: Total mentions of the campaign across social platforms
- Audience Scale Score: Total number of users discussing the campaign
- Objective Mention Score: Volume of mentions that reference both the brand and campaign message
- Sentiment Score: Percentage of positive sentiment in campaign discussions
At the top of the chart is “Sống Sạch – Sành – Xanh” by Manulife Vietnam, launched to mark the company’s 25th anniversary. In collaboration with the Vietnam Young Physicians Association, the campaign promoted digestive health awareness under the message “Eat Clean – Live Smart – Think Green,” generating over 687K mentions—64% of which were positive.
Ranked #2 is “Ngày Yên Cùng Thiên Nhiên” by La Vie, in support of World Mental Health Day (Oct 10). The campaign invited young people to reflect on their mental well-being via the “Tree of the Soul” activation, with each social media share contributing to the goal of planting 100,000 trees. The campaign garnered over 211K mentions, with 84% positive sentiment.
In #3 is “Mái Ấm Gia Đình Việt” by Hoa Sen Group, a reality TV show supporting underprivileged families. It touched audiences deeply with over 395.5K mentions, 45% of which were positive—turning this CSR effort into a widely embraced story of compassion.
Other notable campaigns in the Top 5 include “Không gian thể thao thanh niên – Tiếp năng lượng, bừng sức trẻ” by TCP and “Solve for Tomorrow 2024” by Samsung. Each campaign showcased distinct strategies and demonstrated how community participation is vital to amplifying CSR values.
Full rankings and deep-dive analysis are available in the Outstanding CSR Campaigns on Social Media – H2/2024 Report by YouNet Media. Download it now for free.
3. Top 3 Benefits Marketers Gain from the Outstanding CSR Campaigns on Social Media – H2/2024 Report
The Top 20 ranking is just one highlight of the Outstanding CSR Campaigns on Social Media – H2/2024 Report. The report goes beyond listing impactful campaigns—it provides data-driven insights into messaging, platform strategy, and campaign formats. Here are the top three advantages for marketers:
- Stay updated on emerging CSR campaign trends for 2025
This report offers a clear, data-backed overview of H2/2024, revealing key numbers and comparison with H1. Marketers can identify shifting public concerns, including rising focus on social issues and sustainable living goals—valuable input for planning CSR initiatives in 2025.
- Learn from the communication strategies of the Top 20 standout campaigns
Each campaign in the Top 20 is analyzed in depth by YouNet Media experts. From messaging and platform choices to campaign execution, marketers can draw inspiration and adapt successful tactics that align with their brand’s objectives.
- Access proven success formulas for effective CSR
Leveraging social listening, the report distills best practices into a framework for effective CSR communication—covering timing, messaging, channel strategy, and storytelling. This gives marketers a strategic edge in creating campaigns that resonate with both communities and social media users.
The Outstanding CSR Campaigns on Social Media – H2/2024 Report is now available from YouNet Media. Get free now.
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This article is part of the launch series for the Outstanding CSR Campaigns on Social Media – H2/2024 Report by YouNet Media, including:
- Market Overview: CSR Campaigns on Social Media in H2/2024
- CSR Trends on Social Media (Part 1) – Coming Soon
- CSR Trends on Social Media (Part 2) – Coming Soon