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In June 2024, the “communication competition” became more dynamic as many industries witnessed an increase in mentions on social media compared to the previous month. Which brands & campaigns achieved top positions in the YMI Ranking in June 2024?
YouNet Media will analyze brands’ activities from the perspective of social listening in the YMI Brand Ranking in June 2024.
Outstanding Activities of Brands on Social Media in June 2024:
- In June 2024, the Beer Brands experienced a slight growth of 1.5 million mentions compared to May 2024. Heineken maintained its leading position in the YMI Ranking in June 2024 with the “Ken League” reality show. Additionally, Tiger retained its ranking with the Promotional program “Bật sảng khoái, săn BMW”. Huda made an impression with the Program “Bật Huda trúng Mazda, Xoay hè khác lạ”. Hanoi Beer achieved a ranking improvement with its sponsorship activities for the “Euro 2024 Final Round.”
- The Liquid milk Brands maintained stability with the total buzz volume staying unchanged from May. Vinamilk improved its ranking with a series of posts and children’s TVC “Tươi Mỗi Ngày”. Milo made an impact with the MinigameKhoe khoảnh khắc bền bỉ – Săn trăm quà mê ly”. Lif KUN stood out with the KUN Kid Marathon Da Nang 2024. TH true MILK gained attention with the Program “Vui Tết Thiếu Nhi, Trúng quà ngay cùng TH TopKid và Doraemon”. Dutch Lady promoted the message “Bữa sáng đủ chất, Phát triển vững vàng” through a series of articles.
- The Powdered Milk Brands became more active with the total mentions increasing approximately fivefold compared to the previous month. Dielac Growplus+ recorded a ranking enhancement with the Campaign “Lớn khỏe Chuẩn 3 chắc”. Abbott GROW returned to the Top 5 with the Campaign “Khoe ảnh bé lớn khôn, tạo mùa hè vui số 1”. PediaSure maintained its position with the Campaign “Cao lớn đón hè, Thỏa sức vui chơi”. NAN stood out with a series of minigames “Sữa mát Thụy Sĩ”. Similac made an impression with the minigame series “Mẹ thông thái, Con thông minh”.
- The E-commerce Brands experienced a twofold increase in total mentions compared to the previous month. Shopee maintained its leading position with signature mega sales and Shopee Live events. Lazada maintained its ranking through sponsorship activities for UEFA EURO 2024. TikTok made an impact with the “Sinh Nhật Vui Sắm” Music Festival. Tiki stood out with its signature mega sale series, including “Top Deal Tiki 6.6”, and “Sale Mọt Sách Tiki”. Sendo impressed with unique mega sale programs.
- The Banking Brands became more active, with total mentions increasing by nearly 29% compared to May. VIB recorded a ranking improvement by sponsoring the “Anh Trai Say Hi” Program. Techcombank was highlighted with a series of minigames promoting Techcombank Rewards and the “Techcombank Hanoi International Marathon Season 3”. BIDV made an impression with a series of minigames in celebration of Cashless Day on June 16 and Vietnam Family Day on June 28. VPBank stood out as a ticket distribution partner for the “Liveshow Mỹ Tâm – My Soul”. Vietcombank returned to the Top 5 with a series of articles promoting biometric update features and reviews on the VCB Digibank application experience.
- The Insurance Brands became more vibrant, with total mentions rising over 50% compared to the previous month. Manulife marked its position at the Top 1 with the “Sống Sạch – Sành – Xanh cùng Manulife” Community campaign. Prudential stood out with the campaign “Khi Cần Mình Có Nhau”. Generali maintained its position with the Charity program series “1831 km xuyên Việt – Gây quỹ cho em”. AIA created an impact with the minigame celebrating Father’s Day on June 16 and Vietnam Family Day on June 28. FWD returned to the Top 5 with the “FWD Music Fest 2024” and the “Cung đường 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), and 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 for June 2024: TOP 5 brands from six industries with effective activity on social media in June 2024 (01/06/2024 – 31/06/2024).
* The data for the rankings is compiled using YouNet Media’s Social Listening platform, SocialHeat.
YMI Ranking – Brand of the Month June 2024 and Featured Activities of Brands
1. YMI Ranking – Top 5 Beer Brands on Social Media in June 2024
In June 2024, the Beer Brands experienced a slight growth of 1.5 million discussions compared to May 2024. In addition to the well-known names in the Top 5, such as Heineken, Tiger, Bia Viet, and Huda, June 2024 witnessed the return of Bia Ha Noi.
Heineken maintained its leading position in the YMI Ranking in June 2024 with the reality show “Ken League”. Most mentions surrounding the show came from a series of posts highlighting KOLs participating in the program (Francesco Totti, Ngo Kien Huy, Tuan Hung, etc.). Additionally, in June, the brand launched activities such as the Minigame series “Ken League – Đi tìm Fan đích thực”, Promotion post series about the program across entertainment fanpages like Yeah1, Hóng Hớt Showbiz, and Gen Z Có Gì Vui. In June 2024, Heineken’s metrics remained stable compared to the previous month.
Tiger remained in second place with standout activities such as Sponsoring the broadcast of the Euro 2024 Finals and the promotional campaign “Bật sảng khoái, săn BMW”. Additionally, a significant volume of mentions stemmed from promotional posts about the campaign on communities like Theanh28 Entertainment, 60giay.com, and more. In June 2024, Tiger saw a 21% increase in the audience scale scores and a 16% rise in brand mentions.
Huda moved up two spots compared to June 2024, gaining third place in the YMI Brand Ranking in June 2024. Notably, the brand launched the promotional campaign “Bật Huda trúng Mazda, Xoay hè khác lạ”. Additionally, Huda sponsored sports events such as the “Huasen Jogging 2024” and the “Hue Super Cup” football competition held in Hue. In June 2024, Huda recorded a significant increase, with buzz volume and brand mentions doubling compared to May 2024, while the audience scale scores rose by over 32%.
Bia Viet dropped one position compared to the previous month, securing fourth place in the YMI Brand Ranking for June 2024. A notable activity was the minigame series “Ở đâu có tiệc – Ở đó có Bia Việt”. Furthermore, Bia Viet was the main sponsor for the “Bia Việt Cup” football tournament. In June 2024, the brand experienced a slight decline in metrics compared to the prior month.
Bia Ha Noi witnessed a significant growth, rising five positions to regain fifth place in the YMI Brand Ranking for the Beer Industry in June 2024. Highlights of the month were the Minigame series “Nâng Hanoi Premium, Thử tài dự đoán”. Moreover, Bia Ha Noi was the broadcast sponsor for the “Euro 2024 Final”. June 2024, the brand mentions soared by 12 times, while overall mentions and audience scale scores increased more than threefold compared to May 2024.
Top 5 Beer Brands
Exploring the YMI Brand Ranking for the Beer Brands on Social Media in June 2024
2. YMI Ranking – Top 5 Dairy Brands – Liquid Milk on Social Media in June 2024
The Liquid milk brands maintained stability, with the total mentions remaining unchanged from the previous month. The Top 5 brands were Vinamilk, Milo, Lif Kun, TH True MILK, and Dutch Lady.
Rising one position compared to May 2024, Vinamilk secured first place in the YMI Brand Ranking in June 2024. Notable activities this month included a series of posts sharing beverage recipes featuring Vinamilk’s products and Hot Moms discussing the benefits of using low-sugar Vinamilk fresh milk. In addition, significant buzz mentions were generated from Vinamilk’s children’s TVC “Tươi Mỗi Ngày”. In June 2024, the brand recorded an approximately sixfold increase in overall mentions and audience scale scores, and brand mentions rose by 150% compared to May 2024.
Milo dropped one spot from May 2024, ranking second in the YMI Brand Ranking in June 2024. Milo made an impact with the Minigame “Khoe khoảnh khắc bền bỉ – Săn trăm quà mê ly” and a series of posts promoting the benefits of Milo beverages for children, consulted by doctors and nutrition experts. Additionally, large mentions arose from videos featuring recipes using Milo products. In June 2024, Milo experienced a slight decline in metrics compared to the previous month.
Lif KUN ranked 3rd in the YMI Brand Ranking in June 2024, rising one position from the previous month, due to the KUN Kid Marathon Da Nang 2024 and a series of minigames offering early registration prizes. Besides, a significant volume of mentions about the brand was generated from the animated film “KUN Galaxy Academy.”
TH True MILK attained fourth place in the YMI Brand Ranking for June 2024, climbing one spot compared to the prior month. The brand’s highlighted activity this month was the minigame series “Celebrate Children’s Day, Win Gifts with TH TopKid and Doraemon”. Also, the brand sponsored the “ASEAN School Games 2024” tournament and the “S-Race 2024” running race. The brand organized promotional activities, offering e-coupons with purchases of TH True MILK products. In June 2024, TH True MILK rose by 113% in brand mentions, while emotional sentiment metrics saw a slight decline of 16% compared to May 2024.
Dutch Lady gained fifth place in the YMI Brand Ranking for June 2024, dropping two positions compared to May. Notable activities in the month included a series of posts focusing on distinguishing real milk for breastfeeding mothers and a campaign promoting the message “Bữa sáng đủ chất, Phát triển vững vàng”. In June 2024, Dutch Lady saw a slight decrease in metrics in comparison with the prior month.
Top 5 Liquid Milk Brands
Exploring the YMI Brand Ranking for the Dairy Brands – Liquid Milk on Social Media in June 2024
3. YMI Ranking – Top 5 Dairy Brands – Powdered Milk on Social Media in June 2024
The powder milk brands’ total mentions rose nearly fivefold compared to the previous month. The Top 5 brands are Dielac Growplus+, Abbott GROW, PediaSure, NAN, and Similac.
Rising four positions from May 2024, Dielac Growplus+ claimed the top place in the YMI Brand Ranking for June 2024. Noteworthy this month was the campaign “Lớn khỏe Chuẩn 3 chắc” and the UGC video minigame “Khoảnh khắc lớn khỏe mỗi ngày” which encouraged mothers to share moments with their children. Moreover, significant mentions arose from the lucky spin event offering golden vouchers at distribution points. In June 2024, Dielac Growplus+ experienced remarkable growth, with brand mentions increasing by 125 times and overall mentions surging by 17 times compared to May 2024.
Moving up nine spots, Abbott GROW returned to the Top 5 in the YMI Brand Ranking in June 2024 with second place. The highlight was he minigame series “Khỏe ảnh bé lớn khôn, tạo mùa hè vui số 1”. In June 2024, Abbott GROW saw a substantial increase in brand mentions, growing more than 1,500 times compared to the previous month, while total mentions surged by 263 times.
PediaSure maintained its third position in the YMI Brand Ranking in June 2024. Notably, the brand launched the “Cao lớn đón hè, Thỏa sức vui chơi” campaign, along with a series of posts from Hot Moms promoting the nutritional benefits of PediaSure. Furthermore, a significant number of mentions stemmed from PediaSure’s promotional programs and giveaways. In June 2024, the brand recorded more than a 280-fold increase in brand mentions, a 193% rise in overall mentions, and an over 126% rise in audience scale scores compared to the previous month.
NAN ranked 4th on the YMI Brand Ranking for June 2024, decreasing three places compared to the prior month. The brand stood out this month with its “Cao lớn đón hè, Thỏa sức vui chơi” minigame series, promoting the benefits of NAN powdered milk and offering gifts and vouchers to participants. In addition, a large volume of mentions came from a series of posts where Hot Moms shared their experiences with NAN milk products.
Similac claimed fifth place in the YMI Brand Ranking for June 2024, dropping one position from the previous month. The brand’s highlight this month was the “Mẹ thông thái, Con thông minh” minigame series. Additionally, a considerable amount of mentions came from a series of posts where Hot Moms shared the nutritional benefits of Similac 5G products. In June 2024, Similac recorded a 206% increase in brand mentions, nearly a 188% rise in audience scale scores, and over a 69% increase in total mentions compared to May.
Top 5 Powdered Milk Brands
Explore the YMI Brand Ranking for the Dairy Brands – Powdered Milk on Social Media in June 2024
4. YMI Ranking – Top 5 E-Commerce Brands on Social Media in June 2024
The E-commerce sector witnessed a significant increase in June 2024, with total buzz volume exceeding 22 million, marking a 211% surge compared to the previous month. The top 5 brands were Shopee, Lazada, TikTok Shop, Tiki, and Sendo.
Shopee maintained its leading position in the YMI Brand Ranking in June 2024. Key highlights included the signature super sales events such as “Flash Sale Chính Hãng 6.6” “Sale Giữa Tháng 15.6” and “Sale Lương Về 25.6”, as well as livestreams like “Shopee Live Siêu Hội Manga” and “Tinh Hoa Việt Du Ký”. Moreover, substantial mentions stemmed from the “Shopee Style” content series in collaboration with major brands and KOLs. In June 2024, Shopee achieved a 289% increase in total mentions; however, emotional sentiment dropped by 67%, and brand mentions decreased by 37% compared to the previous month.
Lazada continued to hold second place on the YMI Brand Rankings in June 2024, driven by signature super sales events such as “Lazada 6.6: Sale To Khỏi So”, “Sale giữa tháng 15.6” and “Sale lương về”. Besides, extensive mentions arose from Lazada’s role as the official partner of UEFA EURO 2024. In June 2024, Lazada recorded a 35% increase in total mentions, while other metrics remained stable in comparison to May.
TikTok Shop retained its third ranking in the YMI Brand Rankings for June 2024, highlighted by the “Sale lương về” Music festival featuring top artists such as Truc Nhan and Huong Giang. Additionally, mentions were generated from the minigame series celebrating TikTok Shop’s second birthday. Furthermore, significant mentions stemmed from the Mid-June Sale event – Tiệc Sale Đa Sắc in celebration of Happy Pride Month. In June 2024, TikTok Shop experienced a 41% increase in total mentions compared to the previous month.
Tiki ranked fourth in the YMI Brand Ranking in June 2024, with featured activities such as the “Top Deal Tiki 6.6”, “Sale Mọt Sách Tiki”, “Sale ngày lương về”. In June 2024, Tiki attained a 79% increase in total mentions, with brand mentions rising by 52% and audience scale scores also increasing by 52%.
Sendo achieved fifth on the YMI Brand Rankings in June 2024 with the brand’s signature Super Sale Program Series. In June 2024, Sendo witnessed over a sevenfold increase in brand mentions, a twofold decline in mentions, and an 85% rise in audience scale scores.
Top 5 E-commerce Brands
Exploring the YMI Brand Ranking for the E-commerce Brands on Social Media in June 2024
5. YMI Ranking – Top 5 Banking Brands on Social Media in June 2024
Banking brands were more vibrant with total mentions increasing by nearly 29% compared to May. Particularly, Vietcombank returned to the TOP 5 brand ranking.
Rising one spot from May 2024, VIB gained the top position in the YMI Brand Ranking in June 2024. The highlighted activity was the sponsorship of “Anh Trai Say Hi”, which generated significant mentions throughout June 2024. Furthermore, VIB launched the “Mừng 750.000 Chủ thẻ tín dụng” activity, promoting the “Vũ trụ thẻ tín dụng VIB” alongside a series of minigames offering vouchers and livestream Q&A sessions with investment experts. In June 2024, VIB achieved a 64% increase in total mentions and a 67% rise in audience scale scores compared to the prior month.
Techcombank moved up one position from the previous month to achieve second place in the YMI Brand Rankings in June 2024. Key activities included a series of minigames promoting the Techcombank Rewards program, featuring KOLs such as Thuy Tien and To Di Dau. Another remarkable initiative was the promotional content series welcoming the “Techcombank Hanoi International Marathon Season 3”. Moreover, significant mentions were generated by promotional posts for Techcombank Business accounts on news fanpages like Cafe Kinh Tế, Thương Trường, and VietnamBiz. In June 2024, Techcombank saw a roughly 141% increase in audience scale scores and a 21% rise in total mentions compared to May 2024.
BIDV gained one position from May to claim third place in the YMI Brand Rankings in June 2024. The most notable activities of the month included a series of minigames in celebration of Cashless Day on June 16 and Vietnamese Family Day on June 28. Additionally, posts promoting transaction offers on BIDV SmartBanking and linking BIDV accounts to VNPAY wallets generated substantial mentions.
Dropping three places from the previous month, VPBank ranked fourth in the YMI Brand Rankings in June 2024. A considerable portion of the mentions was generated by the “My Tam – My Soul Liveshow”, with Cake by VPBank as the official ticket distribution partner. Another notable initiative was a promotional series offering cashback vouchers for shopping services. In June, the brand mentions increased by 15%, while total mentions decreased by 47%, and positive sentiment declined by nearly 38% compared to May.
As a new entrant in the YMI Brand Rankings, Vietcombank rose two spots from the previous month to rank fifth in June 2024. The key activity was a minigame series celebrating Vietnam Family Day on June 28th. Moreover, major media outlets such as Báo Mới, VNExpress, and Vietnambiz published a series of articles about Vietcombank’s biometric feature updates. A significant volume of mentions also arose from user reviews of the new VCB Digibank app on online forums like Tinhte.vn and Voz.vn.
Top 5 Banking Brands
Exploring the YMI Brand Ranking for the Banking Brands on Social Media in June 2024
6. YMI Ranking – Top 5 Insurance Brands on Social Media in June 2024
The insurance brands experienced enhanced dynamism with total mentions increasing by over 50% from May. The brands listed in the YMI Brand Rankings for June 2024 include Manulife, Prudential, Generali, AIA, and FWD.
Manulife gained four positions from the previous month and held the top in the YMI Brand Rankings for June 2024. This is highlighted by its community campaign “Sống Sạch – Sành – Xanh cùng Manulife”. Promotional activities for the campaign included a free health check-up event in collaboration with The Vietnam Young Physicians’ Association and a roadshow featuring green buses conveying the message against HP bacteria. In addition, a large volume of mentions stemmed from a series of articles celebrating Manulife’s 25th anniversary. In June 2024, mentions related to Manulife increased twelvefold, brand mentions surged over six times, and audience scale scores grew more than fourfold.
Dropping one spot from May 2024, Prudential ranked second in the YMI Brand Rankings. The highlights consisted of a series of activities in the “Khi Cần Mình Có Nhau” campaign, featuring a minigame series that conveyed key messages and promoted Prudential’s supplementary insurance services. Furthermore, significant mentions stemmed from user-generated content related to the campaign. In June 2024, the metrics showed minimal change compared to May 2024.
Remaining at the same rank, Generali shared the second position in the YMI Brand Rankings for June 2024. This was highlighted by the charity program series “1831 km xuyên Việt – Gây quỹ cho em” in collaboration with The National Fund for Vietnamese Children. Besides, the minigame series celebrating Happy Pride Month on Generali’s fanpage generated a significant amount of mentions. In June 2024, the brand’s discussion metrics also indicated a slight change in comparison to May 2024.
AIA Insurance attained fourth place in the YMI Brand Rankings for June 2024, maintaining the same position as the prior month. The brand was notably active with a minigame celebrating Father’s Day on June 16 and Vietnam Family Day on June 28. In addition, a significant portion of mentions originated from the AIA Exchange E-magazine series. In June 2024, AIA’s metrics remained stable compared to May.
FWD climbed one spot from the previous month to rank fifth in the YMI Brand Rankings for June 2024. The key aspects were the “FWD Music Fest 2024”, and minigames series in the “Cung đường sống đầy” activity. Additionally, FWD generated significant mentions on TikTok regarding videos related to the “Cung đường sống đầy” program. In June 2024, the audience scale scores doubled, with total mentions increasing by 140% compared to the previous month, and brand mentions rising by 80%.
Top 5 Insurance Brands
Exploring the YMI Brand Ranking for the Insurance Brands on Social Media in June 2024
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