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Let’s explore the dynamic brand activities through the lens of social listening in the YMI Brand Ranking – January 2025 by YouNet Media.
As the new year begins and the peak season of the Lunar New Year approaches, brands continue to accelerate their marketing efforts with Tet campaigns, offline events, and a variety of promotional programs. How did these activities impact social media rankings?
Starting from January 2025, the YMI Brand Ranking will feature four key industries: Beer, Dairy (Powdered Milk segment), Banking, and Insurance.
Outstanding Activities of Brands on Social Media in Jan 2025:
- In January 2025, the Beer Industry recorded 2.3 million mentions, marking a 21.65% decrease compared to the previous month. Tiger maintained its leading position with the music event Tiger Remix 2025 and the Tet TVC Sát Cánh Gấm Vang, complemented by the minigame series Tạo Video Cảm Ơn Chiến Hữu. Heineken climbed in the rankings due to the music event Heineken Countdown Nha Trang 2025 and the campaign Mở Kết Nối Thật, Tết Bật Heineken!. Budweiser advanced 7 spots, driven by the campaign Budweiser – Vận Đỏ Chắc Tay, Năm Đỏ Bất Tận, along with multiple minigame activities and an interactive VR game challenge. Bivina gained traction with the music event Đại Tiệc Ánh Sáng Bivina Seafest 2025 and the minigame Khoe Ảnh Tết Sớm, Nhận Lộc Biển Bivina. Larue remained in the Top 5, prominently featuring the grand music event Larue Lumifest and the campaign Tết Bàn Tới, Năm Tấn Tới.
- January 2025 saw 1.3 million mentions in the Powdered Milk segment, reflecting a 22% increase from the previous month. NAN retained its leadership with the minigame series Chọn Nan Sữa Mát Thụy Sĩ, Khởi Đầu Hoàn Mỹ Cho Cả Năm Như Ý and strong engagement from the Mẹ và Bé community. S-26 Ultima rose in the rankings, leveraging a series of Tet minigames that attracted high participation. Similac gained attention through a promotional program series during Tet, though it experienced an overall decline across key metrics. Friso stood out, with most of its discussions coming from hội nhóm Mẹ và Bé. Aptamil made an impact with the livestream session MEGA LIVE Hiểu con sinh mổ – Chọn điều con cần and the minigame Bắt Vía Vững Vàng, Sẵn Sàng Năm Mới.
- The Banking sector recorded 261,000 mentions in January 2025, reflecting a 53% decline compared to the previous month. ACB topped the YMI Banking Ranking with a Tet campaign and minigame series, resulting in a 1.15x increase in brand discussions. Techcombank gained traction through the marathon event Marathon Quốc tế Thành phố Hồ Chí Minh Techcombank Mùa thứ 8 and a variety of Tet minigame activities. MSB surged in rankings with multiple interactive minigames and the business conference event. VPBank slipped to #4, despite launching a livestream series and engaging events. Vietcombank generated significant buzz through the livestream session Đặt VNPAY Taxi, Trúng Ô Tô and interactive minigame activities.
- The Insurance sector saw 212,000 mentions in January 2025, a 50% decrease compared to the previous month. Manulife secured the top spot in the YMI Insurance Ranking with multiple engaging minigame campaigns, including Tìm Tên Sản Phẩm Ngay – Quà Về Liền Tay and Gieo Vần Đầu Xuân – Rinh Quà Cực Xịn. Prudential gained attention through the challenge Đuổi Hình Bắt Địa Điểm and the minigame Tết Này, ‘Mâm Ngũ Quả’ Nhà Bạn Sẽ Độc Đáo Thế Nào?. AIA experienced strong growth, driven by the mega event Hội Nghị Khởi Động Kinh Doanh 2025 and the minigame Flex Áo Dài Tết, Nhận Lì Xì Đầu Năm. Generali climbed in the rankings with the event Generali Plaza Thay Áo Mới and the minigame Khoe Ảnh Tết Điệu Đà, Nhận Quà Lì Xì. Dai-ichi Life attracted engagement through the program Một chạm Kết nối – Sống triệu Yêu thương and the minigame Tung Tuyệt ‘Chill’ Chúc Tết, Kết Nối Triệu Yêu Thương.
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 Jan 2025: TOP 5 brands from 4 industries with effective activity on social media in Jan 2025 (1/1/2025 – 31/1/2025)
* The data for the rankings is compiled using YouNet Media’s Social Listening platform, SocialHeat.
YMI Ranking – Brand of the month 1.2025 and Featured Activities of Brands
1. YMI Ranking – Top 5 Beer Brands on Social Media in January 2025
In January 2025, the Beer Industry recorded 2.3 million mentions, marking a 21.65% decrease compared to the previous month, reflecting a quieter market after the year-end peak. The Top 5 rankings saw several notable shifts.
Tiger maintained its leading position with the music event Tiger Remix 2025 and extensive discussions surrounding Sơn Tùng M-TP. The Tet TVC Sát Cánh Gấm Vang and the minigame series Tạo Video Cảm Ơn Chiến Hữu also generated significant buzz for the brand. While Tiger outperformed competitors across all key metrics, its total mentions and brand mentions declined by 29% and 50%, respectively, compared to the previous month. However, the number of participants discussing Tiger increased by 25%.
Climbing one spot, Heineken secured the #2 position in the YMI January 2025 Ranking. The brand’s key activities included the music event Heineken Countdown Nha Trang 2025 and the campaign Mở Kết Nối Thật, Tết Bật Heineken!, featuring a limited-edition gift box and the promotion Mở Kết Nối Thật, Tết Bật Heineken. While Heineken’s total mentions grew by nearly 26.5%, both brand mentions and participant engagement dropped by over 13%.
With a breakthrough jump of 7 spots, Budweiser claimed the #3 position in the YMI January 2025 Ranking, driven by the Tet campaign Budweiser – Vận Đỏ Chắc Tay, Năm Đỏ Bất Tận, alongside the challenge Vận Đỏ Chắc Tay, Năm Đỏ Bất Tận, the minigame Chia Sẻ Vận Đỏ, Săn Thêm Quà Chất, and the VR game challenge Bắt Vận Đỏ, Săn Quà Đỉnh. All of Budweiser’s key metrics saw significant growth, with total mentions surging 111 times, brand mentions increasing 131 times, and participant engagement rising 7 times compared to the end of last year.
Climbing one spot, Bivina secured the #4 position in the YMI January 2025 Ranking. The brand’s key highlights included the music event Đại Tiệc Ánh Sáng Bivina Seafest 2025 and the campaign Lộc Biển Đến, Tết Sớm Vẹn Tròn, featuring KOLs and artists such as Tiến Luật, Quốc Khánh, and Võ Tấn Phát. Additionally, the minigame Khoe Ảnh Tết Sớm, Nhận Lộc Biển Bivina and the promotion Tới Quán Khui Bivina Vui Tết Sớm Vẹn Tròn contributed significantly to the brand’s buzz. Bivina recorded strong growth, with total mentions increasing by over 80%, brand mentions rising by more than 68%, and participant engagement climbing by 27%.
Dropping one spot, Larue remained in the Top 5 of the YMI January 2025 Ranking, with the grand music event Larue Lumifest and the campaign Tết Bàn Tới, Năm Tấn Tới. While participant engagement grew by 17%, total mentions and brand mentions declined by nearly 9% and 32.3%, respectively.
Explore the YMI Brand Ranking for the Beer Industry on Social Media in January 2025
2. YMI Ranking – Top 5 Dairy Brands (Powdered Milk Segment) on Social Media in January 2025
The powdered milk segment saw an increase in engagement at the beginning of the year, recording 1.3 million mentions, a 22% rise compared to the previous month. The Top 5 brands in the YMI January 2025 Ranking were NAN, S-26 Ultima, Similac, Friso, and Aptamil.
Maintaining its #1 position, NAN continued to lead the YMI January 2025 Ranking, driven by the Tet minigame series Chọn Nan Sữa Mát Thụy Sĩ, Khởi Đầu Hoàn Mỹ Cho Cả Năm Như Ý, along with strong engagement from Mom & Baby communities across various groups and forums. NAN saw an impressive start to the year, with its total mentions, brand mentions, and participant engagement growing by 228%, 217%, and 274%, respectively.
Rising two spots, S-26 Ultima claimed the #2 position in the YMI January 2025 Ranking. The brand gained traction through its minigame series, including Cùng S-26 Ultima 3 Tạo Thiệp Từ Ảnh Con – Mở Ra Tết Vẹn Tròn, Khoe Bé Nhanh Nhạy – Rinh Ngay Quà Xịn, and Mẹ Mới Tham Gia Ngay – Nhiều Lì Xì Trao Tay. S-26 Ultima saw positive growth, with total mentions up by 64%, brand mentions increasing by 21%, and participant engagement surging by 374% compared to the previous month.
Dropping one position, Similac ranked #3 in the YMI January 2025 Ranking, mainly driven by its Tet promotional program series. However, the brand saw declines across all key metrics, with total mentions, brand mentions, and participant engagement dropping by 34%, 24%, and 17%, respectively.
Climbing one spot, Friso secured the #4 position, with most of its discussions originating from Mom & Baby communities on Facebook. Despite its ranking improvement, only the participant engagement metric showed growth (+24.5%), while total mentions and brand mentions declined by 50% and 14%, respectively.
Making a strong leap of three spots, Aptamil reached the #5 position in the YMI January 2025 Ranking, driven by the livestream session MEGA LIVE Hiểu con sinh mổ – Chọn điều con cần and the minigame Bắt Vía Vững Vàng, Sẵn Sàng Năm Mới. Additionally, the promotional program series Ưu Đãi Độc Quyền Aptamil Kid Mùa Tết contributed significantly to the brand’s discussions. However, despite the ranking surge, Aptamil’s key metrics declined, with total mentions down by 15.5%, brand mentions dropping by 35.6%, and participant engagement decreasing by 24.4% compared to the previous month.
3. YMI Ranking – Top 5 Banking Brands on Social Media in January 2025
In January 2025, the banking industry saw a notable decline in discussions, recording 261,000 mentions, a 53% drop compared to December 2024. The Top 5 brands in the YMI January 2025 Ranking included ACB, Techcombank, MSB, VPBank, and Vietcombank.
Making a significant leap of three spots, ACB secured the top position in the YMI January 2025 Ranking, driven by the Tet campaign ACB Tiền tài tới and the initiative Bách Niên Rực Rỡ. Additionally, the minigame Lẹ mắt, nhanh tay, may mắn đến ngay! contributed a substantial number of discussions for the brand. ACB experienced remarkable growth, with total mentions and participant engagement surging 1.15x and 2.8x, respectively. However, brand mentions and sentiment score declined slightly by 12.4% and 1%.
Climbing two spots, Techcombank shared the #1 position in the YMI January 2025 Ranking. The brand stood out with a diverse range of marketing activities, including sponsorship of the concert Anh Trai Vượt Ngàn Chông Gai, the marathon event Marathon Quốc tế Thành phố Hồ Chí Minh Techcombank Mùa thứ 8, and the Tet campaign Sống Tết Chất, along with multiple promotions. The minigame series Mê Xoay Đúng Chất – Rinh ngay Apple AirPods 4 and Thực Hiện Mục Tiêu – Nhận Nhiều Quà Chất also generated substantial positive discussions. However, despite its rise in ranking, Techcombank’s key performance metrics declined significantly, with total mentions down by 63.6%, brand mentions decreasing by 53.4%, and participant engagement dropping by 53.8%.
Jumping four positions, MSB secured the #3 spot in the YMI January 2025 Ranking, thanks to its minigame series, including Mùng 1 Tết Cha, Mùng 2 Tết Mẹ, Mùng 3 “Tết Lời” Bao Nhiêu?, “Manifest” Năm Mới Bằng Lời Đã “Claim”, and Chạm Vào Tiếng Yêu, Đón Chào Năm Mới!. Additionally, the business conference Hội nghị Kinh doanh MSB 2025 also contributed a significant amount of discussions. MSB recorded moderate growth, with total mentions increasing by 13.2% and brand mentions rising by 14%, while participant engagement declined slightly by 2.1%.
Dropping two places, VPBank ranked #4 in the YMI January 2025 Ranking, driven by the livestream series Đồng Hành Tiểu Thương Vững Bước Thịnh Vượng and the market event Thịnh Vượng Trên VPBank Neo, in collaboration with VPBank Commcredit – Trạm Đồng Hành Thịnh Vượng, Thấu Hiểu Từng Tiểu Thương. The mega livestream Chuyển Đổi Số – Bước Ngoặt Thay Đổi Hành Trình Kinh Doanh and the event VPBank Trao Thưởng 2 Tỷ Đồng Cho Đội Tuyển Bóng Đá Việt Nam ASEAN Cup 2024 also contributed to the brand’s discussion volume. However, VPBank saw steep declines in key metrics, with total mentions dropping by 63.6%, brand mentions falling by 69.3%, and participant engagement decreasing by 44.7% in January 2025.
Making an impressive climb of five positions, Vietcombank entered the Top 5 in the YMI January 2025 Ranking, thanks to the livestream session Đặt VNPAY Taxi, Trúng Ô Tô Trên VCB Digibank and the minigame Tinh Mắt Nhanh Tay – Tìm Điểm Khác Biệt ?. Vietcombank showed notable growth, with total mentions rising by 36.9% and participant engagement surging by 77.3% compared to the previous month.
Explore the YMI Brand Ranking for the Banking Industry on Social Media in January 2025
4. YMI Ranking – Top 5 Insurance Brands on Social Media in January 2025
The insurance industry saw lower engagement levels in January 2025, recording 212,000 mentions, a 50% drop compared to the end of last year. The Top 5 brands in the YMI January 2025 Ranking included Manulife, Prudential, AIA, Generali, and Dai-ichi Life.
Climbing one spot, Manulife secured the #1 position in the YMI January 2025 Ranking. The brand stood out with the minigame series Tìm Tên Sản Phẩm Ngay – Quà Về Liền Tay, Chọn quyền lợi yêu thích – Thiết kế cuộc sống, rinh quà ngay!, and Gieo Vần Đầu Xuân – Rinh Quà Cực Xịn Cùng Manulife. Despite leading the ranking, Manulife’s key metrics declined, with total mentions dropping by 21.7%, brand mentions decreasing by 12.9%, and participant engagement plunging by 75.8%.
Dropping one position, Prudential ranked #2 in the YMI January 2025 Ranking, driven by the challenge Đuổi Hình Bắt Địa Điểm and the minigame series Tết Này, Mâm Ngũ Quả Nhà Bạn Sẽ Độc Đáo Thế Nào?, Nhìn Phát Biết Luôn Pruventure Flemington, and Chạm Vào Tiếng Yêu, Đón Chào Năm Mới, in collaboration with BANCA Homies. However, Prudential saw steep declines in all key metrics, with total mentions down by 73.8%, brand mentions falling by 75.9%, and participant engagement plummeting by 92.6%.
Making a significant leap of five positions, AIA secured the #3 position in the YMI January 2025 Ranking. The brand gained traction through the minigame series, including Dự Đoán Kết Quả Chung Kết Lượt Về Việt Nam vs Thái Lan!, Chia Sẻ Ý Kiến, Nhận Quà Thiết Thực, Khoe Mâm Ngũ Quả, Nhận Quà May Mắn, and Flex Áo Dài Tết, Nhận Lì Xì Đầu Năm. Additionally, the mega event Hội Nghị Khởi Động Kinh Doanh 2025 contributed significantly to the brand’s discussion volume. AIA recorded strong growth in total mentions (+24.2%) and brand mentions (+109.6%), while participant engagement dropped by 34.1%.
Holding the #4 position, Generali climbed two spots in the YMI January 2025 Ranking. The brand’s key highlights included the event Generali Plaza Thay Áo Mới and the business conference Hội Nghị Kinh Doanh 2025 Dành Cho GAD/AOD. Additionally, the minigame series 3 Từ Bạn Thấy Ngay, Bình Luận Nhận Quà Hay and Khoe Ảnh Tết Điệu Đà, Nhận Quà Lì Xì “Hot” attracted substantial discussions. While Generali saw participant engagement increase by 37.1%, total mentions and brand mentions declined by 43.3% and 54.9%, respectively.
Dropping one position, Dai-ichi Life ranked #5 in the YMI January 2025 Ranking, driven by the game Xuân Yêu Thương as part of the program Một chạm Kết nối – Sống triệu Yêu thương. Other notable activities included the Zalo sticker set Gia Đình Yêu Thương 2025 and the minigame Tung Tuyệt “Chill” Chúc Tết, Kết Nối Triệu Yêu Thương. However, Dai-ichi Life experienced significant declines across all key metrics, with total mentions dropping by 55.8%, brand mentions falling by 62.8%, and participant engagement decreasing by 57.4%.
Explore the YMI Brand Ranking for the Insurance Industry on Social Media in January 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 December 2024 here
- Visit the YouNet Media Index ranking website for detailed scores here
- Refer to the meaning of the indicators in YouNet Media Ranking here
