During Tet 2025, over 130 campaigns from 26 industries generated more than 10.3 million discussions across social media platforms. Looking back at this vibrant and bustling Tet season, which campaigns stood out with remarkable communication effectiveness? Let’s explore the YMI Ranking with YouNet Media – the Top 20 Tet 2025 campaigns that made the biggest impact on social media.
*Disclaimer: The data used in this series of articles was collected via the SocialHeat platform and analyzed by the YouNet Media team – a leading company in Social Media Analytics platforms and services. Measurement period: October 1, 2024 – February 14, 2025. The campaigns analyzed in this article include those with Tet-related messages and activities, each generating over 1,000 discussions.
1. Upgrading the YMI Tet 2025 Campaign Ranking with the Content From Qualified Users (CFQU) Metric
The YMI Tet Campaign Ranking (YMI Campaign Tet) has been launched by YouNet Media since 2018 to measure, evaluate, and rank the performance of Tet campaigns across social media.
To provide a new perspective on campaign effectiveness – focusing on discussions generated by qualified users – and to demonstrate YouNet Media’s and YouNet Group’s commitment to continuous innovation and advanced data analytics solutions, YouNet Media has officially applied the Qualified User (QU) and Content From Qualified Users (CFQU) metrics to the YMI Campaign Tet 2025 ranking.
Learn more about the Content From Qualified Users metric
The YMI TOP 20 Tet 2025 Campaign Ranking will be evaluated based on the YMI Score (New) – an upgraded version of the previous YMI Score – designed to measure campaign effectiveness through content generated by qualified users.
The YMI Score (New) is composed of four sub-metrics:
(1) Qualified Users: Total number of qualified users participating in discussions about the campaign, reflecting the campaign’s reach;
(2) Buzz Volume From Qualified Users: Total discussions generated by qualified users on social media, reflecting the campaign’s activity level;
(3) Object Mentions From Qualified Users: Degree of recognition of the campaign message and brand among qualified users (based on discussion mentions);
(4) Sentiment From Qualified Users: Level of favorability or positive sentiment toward the campaign among qualified users.
2. Announcement of the YMI Ranking: Top 20 Most Outstanding Tet 2025 Campaigns on Social Media
In previous years, due to the nature of discussions in the E-commerce & Retail sectors being amplified by online sellers and brands, YouNet Media developed a separate YMI Tet Campaign Ranking specifically for this group. Starting from Tet 2025, all campaigns across different industries will be evaluated on a single unified ranking – the YMI Ranking TOP 20 Most Outstanding Tet 2025 Campaigns on Social Media.
So, which campaigns made it to the TOP 20 Tet campaigns that stirred social media this year? Let’s uncover them with YouNet Media.
* Note: The YMI Top 20 Tet 2025 Campaign Ranking focuses on campaigns from consumer goods and service sectors, excluding special industries such as Games.
See details: YMI Score of the TOP 20 Tet 2025 Campaigns
3. Outstanding Media Activities of the TOP 5 YMI Tet 2025 Campaigns
#1 YMI TET CAMPAIGN 2025: “Roaring Together, Start the Year Boldly” – Tiger
Message: Roaring Together, Start the Year Boldly
Key Activities:
- Launched the Tiger Limited Edition collection in collaboration with Chi Pu x Đen Vâu.
- Organized a series of “Tiger Remix 2025” mega concerts in Ho Chi Minh City, Tien Giang, and Buon Ma Thuot.
- Partnered as Diamond Sponsor for the “Sóng 25 – Live Concert.”
Kicked off the new year with the Tiger Remix 2025 mega concert on the evening of 31/12/2024 at Nguyen Hue Walking Street. The event marked the 10-year journey of Tiger Remix with a mosaic-inspired stage, advanced technology, and unprecedented experiences. It featured top artists such as Sơn Tùng M-TP, Hồ Ngọc Hà, Đen, Hoàng Thùy Linh, Hà Lê, Đỗ Hoàng Hiệp, DJ Minh Trí, creating a “roaring” festive atmosphere to welcome the new year. Beyond Ho Chi Minh City, the festival simultaneously spread to My Tho City Square (31/12/2024) and continued to 10/3 Square – Buon Ma Thuot (11/01/2025).
The New Year momentum was further amplified as Tiger Beer partnered for the first time with Sóng 25 – Live Concert. This collaboration strongly conveyed the message “Roaring Together, Start the Year Boldly,” encouraging individuals to break old limits, roar with courage, and embrace a passionate 2025.
Attracting over 133K qualified users and generating more than 185K discussions, leading across all three metrics – Qualified Audience Scale Score, Buzz Score from Qualified Users, and Sentiment Score from Qualified Users – the “Roaring Together, Start the Year Boldly” campaign reaffirmed Tiger Beer’s leading position by holding the #1 spot on the YMI Tet 2025 Campaign ranking.
#2 YMI TET CAMPAIGN 2025: “Joyful Tet Shopping” – TikTok Shop
Message: Joyful Tet Shopping
Key Activities:
- Released the “Tet Bao Vui” music video (Phap Kieu x Nhat Hoang).
- Launched a dance challenge recreating the choreography from the “Tet Bao Vui” MV and encouraged users to share their 2025 Tet celebration stories using the hashtag #SamTetBaoVui on TikTok.
Attracting over 101K qualified users and generating more than 180K discussions from these users, TikTok Shop’s “Joyful Tet Shopping” campaign demonstrated outstanding appeal by combining shopping with festive entertainment. The campaign kicked off with the upbeat, vibrant “Tet Bao Vui” MV, featuring inspiring visuals and performances by Pháp Kiều and Nhật Hoàng. The MV quickly ranked among the Top 6 most-discussed Tet 2025 MVs on social media, according to YouNet Media statistics from 01/12/2024 – 08/01/2025.
Leveraging the shoppertainment model – a combination of shopping and entertainment – TikTok Shop is redefining the Tet shopping experience to be fast, convenient, inspiring, and accessible with just a few taps on a smartphone. Thanks to effective media activities, the “Joyful Tet Shopping” campaign achieved impressive results: #1 in Object Mentions from Qualified Users and #2 across the other three metrics.
#3 YMI CAMPAIGN TET 2025: Campaign “Tet Nguyen Nha” – Zalopay
Message: Tet Nguyen Dan is Tet Nguyen Nha
Key Activities:
- Organized Zalopay Year End Fes 2024, an event combining digital payment and shopping music festival held in Ho Chi Minh City.
- Released the short film “Tet Nguyen Dan is Tet Nguyen Nha” in collaboration with director/actor Huynh Lap.
- Implemented CSR activity: “Helping Each Other Go Home – So Everyone Can Have Tet Nguyen Nha This Year.“
- Interactive activities such as minigame “Hunt VinFast Cars,” AI-generated Tet photos, and lucky red envelope hunts…
With the message “Tet Nguyen Dan is Tet Nguyen Nha,” Zalopay’s Tet 2025 campaign reached over 32.7K qualified users and generated nearly 60K discussions from this group. The campaign kicked off with Zalopay Year End Fes 2024 – a grand music festival featuring top artists like Rhymastic, Kay Tran, Trang Phap, Lou Hoang, Ngo Lan Huong, combined with interactive minigames such as “Hunt VinFast Cars, Play Tet Nguyen Nha,” AI-generated Tet photos, and a super lucky red envelope calendar with host Le Duong Bao Lam, quickly attracting high social media engagement during the Tet season.
Notably, the short film “Tet Nguyen Dan is Tet Nguyen Nha,” in collaboration with director/actor Huynh Lap, effectively conveyed the message in a close and meaningful way. In addition, the CSR program “Helping Each Other Go Home – So Everyone Can Have Tet Nguyen Nha This Year,” in partnership with Zalopay x Nguoi Lao Dong Newspaper & Ho Chi Minh City Federation of Labor, left a strong impression by helping workers away from home reunite with their families – a humanitarian action spreading the value of a joyful, united Tet.
#4 YMI CAMPAIGN TET 2025: Campaign “Vung Ban Linh, Nam Moi Huc Toi Di” – Red Bull
Message: Vung Ban Linh, Nam Moi Huc Toi Di
Key Activities:
- Launched the campaign with a series of inspirational OOH ads carrying the message “Because Vietnam Needs You – Vung Ban Linh, Nam Moi Huc Toi Di.”
- Released Tet 2025 TVC in collaboration with Rhyder.
- Organized the RED BULL SKY FEST music festival in Ho Chi Minh City, livestreamed nationwide.
Red Bull ranked among the Top 4 standout campaigns on the YMI Tet ranking this year, generating over 43K discussions from qualified users and engaging more than 20K qualified users, all centered around the strong message “Vung Ban Linh, Nam Moi Huc Toi Di.” The campaign sparked lively discussions starting with the OOH ads, inspiring responsibility and national pride, encouraging everyone to contribute to a stronger Vietnam.
Next, the energetic Tet 2025 TVC featuring singer Rhyder encouraged audiences to “recharge their courage” with Red Bull to tackle every milestone. The campaign’s highlight was the RED BULL SKY FEST music festival, livestreamed nationwide with a star-studded lineup including Quang Hung MasterD, Karik, HURRYKNG, OGENUS, and Lou Hoang.
#5 YMI CAMPAIGN TET 2025: Campaign “Mo Ket Noi That – Tet Bat Heineken” – Heineken
Message: Mo Ket Noi That – Tet Bat Heineken
Key Activities:
- Launched Tet 2025 festival edition packaging.
- Rolled out the challenge “Mo Ket Noi That – Tet Bat Heineken” at various retail locations nationwide.
- Organized a series of Heineken Countdown music festivals in Nha Trang, Kien Giang, Vung Tau, and Quy Nhon.
- Released the online AR Filter game “Xe Tui Mu” on Facebook and TikTok platforms.
With over 27K qualified users generating more than 43K discussions, Heineken delivered the campaign “Mo Ket Noi That – Tet Bat Heineken” through a series of creative activities centered on encouraging people to set aside their smartphones and fully enjoy the present moment. The campaign kicked off with the launch of a unique Tet 2025 festival edition packaging. The new packaging retained Heineken’s iconic green but added flowing red and gold details, evoking Tet spirit and symbolizing flexibility and renewal for the Year of At Ty.
Building on the popularity of the “Xe Tui Mu” trend in 2024, Heineken also launched its own blind bag versions via the AR Filter game, where users simply take photos with the AR Filter while Heineken handles the surprise bags.
Notably, the Heineken Countdown 2025 music festival “Mo Ket Noi That” attracted large audiences with spectacular tech-enhanced performances, including 360-degree surround sound, pyrotechnics along Ken Bridge, and LED light shows synchronized to the beat. The event at 2/4 Square – Nha Trang featured top artists such as Alan Walker, Toc Tien, Karik, Erik, Vu Thao My, Quang Hung MasterD, and HURRYKNG.
See details: YMI Score of the TOP 20 Tet 2025 Campaigns
Each Tet campaign represents a journey of continuous creativity by the brands. Through the YMI Campaign Tet 2025 ranking, YouNet Media honors the brands that contributed to a Tet season full of emotion. Congratulations to this year’s brightest communication “warriors”!
The Tet campaign summary series includes 4 articles:
(1) Reviewing the overall landscape of Tet 2025 campaigns.
(2) Announcing the YMI TOP 20 most outstanding Tet campaigns on social media 2025.
(3) Launching the “Winning Tet 2026” report – suggesting optimal formulas for Tet campaigns on social media.
(4) Trends in Tet 2025 campaign execution by brands.
Countdown with YouNet Media to the series revealing the Winning Tet 2026 report – unveiling the full picture of exciting Tet 2025 movements while summarizing valuable lessons to help brands confidently create and plan for Tet 2026 campaigns.
