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May 2025 saw a wide array of brand activities on social media, ranging from minigames and livestreams to promotional campaigns. Notably, the most prominent were event and concert initiatives spearheaded by banking brands. So how did the YMI Brand Ranking for May 2025 reflect changes across different industries?
Let’s explore the most active brand movements through the lens of social listening in the YMI Brand Ranking – May 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.
*Due to the complexity of the Beer industry in May 2025, the data is still being processed. As a result, the ranking for this specific sector will be released at a later time to ensure completeness and accuracy. The expected update will be available before July 11, 2025.
Outstanding Activities of Brands on Social Media in May 2025
NAN, VPBank, Prudential led the YMI rankings on social media in May 2025, representing dynamic industries including Powdered Milk, Banking, and Insurance.
- In May 2025, the Powdered Milk industry remained the most-discussed industry, with over 1.5 million mentions. NAN and S-26 Ultima led the rankings with a series of minigames such as “Giải Mã Mê Cung – Cùng Rinh Quà Xịn” and “Chớp Nhanh Đáp Án – Nhận Loạt Quà Xinh”. Meanwhile, Aptamil and other brands maintained steady levels of discussion through a variety of activities, from livestreams to minigame series in collaboration with AVAKids.
- The Banking industry in May 2025 saw a surge in engagement, driven by promotional concerts, entertainment programs, and interactive minigames. VPBank climbed to the top of the ranking thanks to its major concert “VPBank K-Star Spark 2025”, featuring G-Dragon—an event that significantly boosted user interest. Vikki ranked second with the event “Chuyển đổi số ngành Ngân hàng năm 2025”. Techcombank and VIB also drew attention through programs like “Tân Binh Toàn Năng” and the concert “Anh Trai ‘Say Hi’”.
- The Insurance industry maintained a stable presence on social media in May 2025, with each brand adopting distinct approaches to retain user engagement. Prudential led the rankings with minigame series such as “Sản Phẩm Bảo Hiểm Liên Kết Chung PRU – Bảo Vệ Tối Đa Có (Những) Quyền Lợi Nổi Bật Nào?” and special activities for Mother’s Day. Generali stood out with its “Here & Now” campaign, accompanied by Sky LED displays at Thủ Thiêm and Metro Bến Thành.
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 March 2025: TOP 5 brands from 4 industries with effective activity on social media in May 2025 (1/5/2025 – 31/5/2025)
* The data for the rankings is compiled using YouNet Media’s Social Listening platform, SocialHeat.
YMI Ranking – Brand of the Month 5.2025 and Featured Activities of Brands
1. YMI Ranking – Top 5 Dairy Brands (Powdered Milk Segment) on Social Media in May 2025
In May 2025, the Powdered Milk sector remained the most-discussed industry, recording over 1.5M mentions. The top 5 brands in the YMI Powdered Milk Ranking were NAN, S-26 Ultima, Similac, Aptamil, and Abbott Grow.
NAN secured the #1 spot as YMI Brand of the Month – Powdered Milk Industry for May 2025. The brand focused on interactive activities, notably through minigame series such as “Giải Mã Mê Cung – Cùng Rinh Quà Xịn” and “Mẹ Yêu Ghép Hay – Nhận Ngay Quà Xịn”, which attracted strong participation from parenting communities on Facebook. In addition, the NAN Optipro Plus Swiss product line received positive discussions for its digestive and immunity-boosting benefits.
Following closely at #2 was S-26 Ultima. The brand gained attention through a series of minigames including “Chớp Nhanh Đáp Án – Nhận Loạt Quà Xinh” and “Giải Mã Bí Mật – Quà Xịn Ngây Ngất”, which sparked active user engagement. Its products were also frequently mentioned in retail content and parenting forums, helping to sustain the brand’s visibility.
Similac ranked #3 in the YMI Brand of the Month for May 2025 in the Powdered Milk sector. The brand launched several minigames, such as“Mẹ Chia Sẻ Tip Hay Giúp Con Sinh Mổ Tăng Cường Miễn Dịch Trong Mùa Nóng”, “Mẹ Sinh Mổ Gợi Ý Tuyệt Chiêu Hay – Nhận Quà Ngay”, and a collaborative minigame with AVAKids titled “Mẹ Chia Sẻ Tip Hay Giúp Con Sinh Mổ Tăng Cường Miễn Dịch Trong Mùa Nóng”.
Aptamil held the #4 position. The brand attracted attention through its livestream event “Kết Tháng Hoành Tráng Cùng Aptamil Kid & Khang Baby”, which featured enticing gifts and promotional offers. It also maintained engagement with the minigame “Mẹ Chăm Đề Kháng Khỏe, Con Không Ngán Trở Mùa”.
Abbott Grow made a strong leap to reach #5 in the YMI Brand of the Month – Powdered Milk category. In May 2025, the brand launched multiple minigames, including “Flexing Hình Ảnh Các Bạn Gen-G” and a co-branded activity with AVAKids titled “Khoe Ảnh Bé Chill – Rinh Xe Siêu Xịn”. The brand also sparked conversations in parenting communities around the height-boosting benefits of its milk products.
2. YMI Ranking – Top 5 Banking Brands on Social Media in May 2025
In May 2025, the banking sector recorded approximately 492.8K mentions. The Top 5 brands in the YMI Ranking for the Banking sector were: VPBank, Vikki, Techcombank, ACB, and VIB.
*The banking industry ranking scope only includes traditional banks and excludes digital banking applications or electronic banking services that are subsidiaries of these banks.
VPBank secured the #1 position as the YMI Brand of the Month for May 2025 in the Banking sector. During this month, the brand generated a large volume of discussions through a series of media activities revolving around the “VPBank K-Star Spark 2025” music festival, especially due to the appearance of G-Dragon. Additionally, VPBank launched the livestream podcast “Money Gym – Tiền Không Mỏi” (Episode 1) and interactive minigames such as “Mừng Sinh Nhật VPBank – Ghép Đúng Trúng Quà” and “Hành Trình Nào Dành Cho Bạn”. The brand saw a significant increase in both discussion volume and number of users involved, while also maintaining a high positive sentiment score.
Vikki ranked #2 in the YMI Brand of the Month for May 2025 in the Banking sector. The brand gained attention with the event “Chuyển Đổi Số Ngành Ngân Hàng Năm 2025” under the theme “Hệ sinh thái số thông minh trong kỷ nguyên mới” . It also featured prominent activities including a livestream lucky draw for the campaign “Tiết Kiệm Vikki, Trúng Vàng Kỳ 4” and a series of posts highlighting its achievement of “Top 10 ASEAN Strong Brands 2025”, awarded by Asia Business Centre at Marina Bay Sands, Singapore.
Techcombank held the #3 spot in the YMI Brand of the Month for May 2025. The brand maintained its presence through posts around the program “Tân Binh Toàn Năng” and the minigame “Đại Sứ Inspire”. Particularly, “Tân Binh Toàn Năng” sparked user discussions surrounding the recent broadcasts of episodes 5 and 6, which marked critical moments in the show’s “survival phase”.
ACB came in at #4. During this month, the brand increased user interaction through the minigame “Loa Ting Ting Tiền Về – Share MV, Nhận Quà Liền Tay” and supported this with a series of posts promoting the “Loa Ting Ting Tiền Về” service—a solution designed to help shop owners manage and identify incoming funds easily.
VIB was ranked #5 in the YMI Brand of the Month for May 2025. The brand sparked lively discussions through posts related to the concert “Anh Trai ‘Say Hi’” (Day 6)—the final concert of season 1 held in Vietnam. Following this, VIB also teased upcoming concerts planned for Las Vegas, USA. In addition, the brand launched multiple interactive minigames such as “Tổng Tài Hẹn Gặp Bảo Bối – Đoán Quà Nhận Ngay Voucher 100K”, and “Flex quà từ Phi vụ tiền tỳ, trúng voucher 100K”, aimed at engaging younger users.
Explore the YMI Brand Ranking for the Banking Industry on Social Media in May 2025
3. YMI Ranking – Top 5 Insurance Brands on Social Media in May 2025
In May 2025, the Insurance sector recorded approximately 240k mentions. The Top 5 brands in the YMI Ranking for the Insurance sector were: Prudential, Generali, Dai-ichi Life, Manulife, and FWD.
Prudential ranked #1 YMI Brand of the Month for May 2025 in the Insurance sector. The brand stood out this month with notable discussions around the minigame “Sản Phẩm Bảo Hiểm Liên Kết Chung PRU – Bảo Vệ Tối Đa Có (Những) Quyền Lợi Nổi Bật Nào?” and the Mother’s Day-themed minigame “Bạn hiểu rõ những nỗi lo của Mẹ như thế nào?”. Additionally, Prudential generated a large volume of discussions through its sponsorship of the event “Em Bé Bò – Mẹ Bầu & Em Bé 2025”.
Generali ranked #2 YMI Brand of the Month for May 2025 in the Insurance sector. The brand created a strong impression with its “Here & Now” campaign, featuring prominent Sky LED installations at Thủ Thiêm and Bến Thành Metro. This campaign aimed to honor and appreciate every phase of life—past, present, and future—together with users. Other notable activities included the minigame “Chia sẻ ngay, nhận quà liền tay” and the 2025 customer appreciation program “Vòng Quay Mê Ly, Nhận Quà Như Ý” – Season 2.
Dai-ichi Life secured the #3 spot in the YMI Brand of the Month for May 2025 in the Insurance sector. The brand gained attention with the minigame “Hiểu Đúng Quyền Lợi – Quà ‘Hot’ Trao Tay”. May also marked Dai-ichi Life’s milestone of serving 5 million customers, which was celebrated through the nationwide appreciation program “Hơn 5 triệu Khách hàng, trọn vẹn một niềm tin”.
Manulife ranked #4 YMI Brand of the Month for May 2025 in the Insurance sector. The brand garnered engagement through its Mother’s Day minigame “Mẹ Là Tất Cả – Ngày Của Mẹ, Gửi Lời Yêu Thương Đặc Biệt”. Additionally, May saw discussions from users exploring the brand’s various insurance packages.
FWD came in at #5 YMI Brand of the Month for May 2025 in the Insurance sector. The brand was active throughout the month with a mix of minigames, livestreams, and events. The event “FWD Đường chạy âm nhạc” featuring performances by Captain Boy and Pháp Kiều attracted significant discussion, followed by the livestream “An Vững Tinh Thần, Tự Do Tài Chính” with the topic “Tips Bảo Vệ Sức Khỏe Trong Mùa Nóng”.
Explore the YMI Brand Ranking for the Insurance Industry on Social Media in May 2025
Stay tuned for the update of the YMI Brand Ranking for June 2025 with YouNet Media.
Detailed Information:
- Follow the YMI Brand Ranking for April 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
