August 2025 continued to be a vibrant month on social media as brands ramped up activities to accelerate into the second half of the year. Many major campaigns, community events, and attractive promotional programs were launched. So, what significant shifts did the YMI Brand Ranking for August 2025 capture across different industries?
Let’s explore the most active brand movements through the lens of social listening in the YMI Brand Ranking – August 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.
Outstanding Activities of Brands on Social Media in August 2025
Heineken, NAN, Vikki, and Manulife are the leading names on the YMI Brand Rankings for August 2025, representing the most dynamic industries: Beer, Powdered Milk, Banking and Insurance.
- The Beer industry in August 2025 recorded 739.8K mentions, down 46.54% from the previous month, with discussions focused on event series and interactive activities like minigames and livestreams. Heineken secured its top spot with the “Heineken 0.0 bar” event series, while Tiger followed closely with its “Bật lon Coolpack – Săn Tiger Vàng” promotion. The ranking also noted the growth of Bia Saigon and Larue with their vibrant campaigns and activities.
- The Powdered Milk industry in August 2025 continued to lead in discussion volume with over 2M mentions, a 24% growth from the previous month. NAN retained its crown with the “Giải Mã Đột Phá Khoa Học Dinh Dưỡng” minigame, while Aptamil made a surprising 3-rank jump to the #2 spot thanks to its minigames and livestreams. Similac, S-26 Ultima, and Friso maintained steady engagement through appealing interactive programs.
- The Banking industry in August 2025 was highly active with over 1M mentions, a sharp 50.8% increase from the previous month. TPBank surged to the #2 position, climbing 8 ranks on the chart thanks to its “Em Xinh Say App Đỉnh” mega livestream event. Meanwhile, Vikki held its leading position with the “Megalive Vikki An Sinh” activity and the “Đạp xe – Khỏe re” program. Techcombank, VietinBank, and VPBank maintained engagement through various communication activities.
- The Insurance industry in August 2025 recorded remarkable growth with 797.9K mentions, an increase of 91.9% from the previous month. Although the Top 5 rankings remained unchanged, all brands recorded impressive growth in discussions. Manulife held the #1 position with its minigame series, while Prudential and Dai-ichi Life achieved a significant breakthrough in discussion volume thanks to their interactive activities.
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 August 2025: TOP 5 brands from 4 industries with effective activity on social media in August 2025 (1/8/2025 – 31/8/2025)
* The data for the rankings is compiled using YouNet Media’s Social Listening platform, SocialHeat.
YMI Ranking – Brand of the Month 8.2025 and Featured Activities of Brands
1. YMI Ranking – Top 5 Beer Brands on Social Media in August 2025
In August 2025, beer brands experienced a slowdown with 739.8K mentions, down 46.54% compared to the previous month. The Top 5 brands on the YMI Beer Ranking include: Heineken, Tiger, Larue, Bia Saigon, and Bia Hà Nội.
Heineken secured the #1 spot as the YMI Brand of the Month for August 2025 in the Beer category, making a significant leap from the previous month. The brand generated major buzz during the month with its “Heineken 0.0 bar” event series held in major shopping centers in Ho Chi Minh City, featuring a lineup of famous artists and KOLs and gaining widespread coverage on major community pages. Heineken recorded a 976.6% increase in total mentions, a 1130.3% surge in brand mentions, and a 1008.5% growth in user participation compared to the previous month.
Tiger ranked #2 as the YMI Brand of the Month for August 2025 in the Beer category, maintaining its position from last month. The brand maintained its momentum with a variety of activities, notably the conclusion of its nationwide promotional program “Bật lon Coolpack – Săn Tiger Vàng” and the official registration opening for the “Tiger Street Football 2025” tournament. Tiger recorded a 76.4% decrease in total mentions, a 59.8% decrease in brand mentions, and a 40.9% decrease in user participation compared to the previous month.
Larue ranked #3 as the YMI Brand of the Month for August 2025 in the Beer category, climbing one spot from last month. The brand launched the “Nâng Larue Cùng Anh Em Tấn Tới” campaign with an inspiring series from KOLs, while also promoting the “Khui Larue hè trúng lớn” giveaway in key markets across the Mekong Delta and Central Vietnam. Larue reported a 42.9% increase in total mentions, a 36.1% decrease in brand mentions, and a 16.0% decrease in user participation compared to the previous month.
Bia Saigon ranked #4 as the YMI Brand of the Month for August 2025 in the Beer category, rising three positions from last month. The brand was highly active with its “Dzô Vang Gắn Kết” campaign, highlighted by the international 7-a-side football tournament, the “Bia Saigon Dragon Cup 2025”. Additionally, the brand introduces a new look for its “Bia Saigon Chill 250ml” product, widely promoted through artist channels. Bia Saigon experienced a 37% increase in total mentions, a 161.9% rise in brand mentions, and a 33.4% growth in user participation compared to the previous month.
Bia Hà Nội ranked #5 as the YMI Brand of the Month for August 2025 in the Beer category, moving up one spot from last month. The brand gained attention by participating in the national event “Exhibition of 80 Years of National Achievements” with its “Chuyến xe bus di sản” activity. Furthermore, the “Bật Vị Premium – Trọn Hè Sảng Khoái” promotion was widely implemented on community pages. Bia Hà Nội recorded a 38.4% decrease in total mentions, a 17.3% decrease in brand mentions, and a 51.9% decrease in user participation compared to the previous month.
Explore the YMI Brand Ranking for the Beer Industry on Social Media in August 2025
2. YMI Ranking – Top 5 Dairy Brands (Powdered Milk Segment) on Social Media in August 2025
In August 2025, powdered milk brands recorded growth with over 2M mentions, up 24% compared to the previous month. The Top 5 brands on the YMI Powdered Milk Ranking include: NAN, Aptamil, Similac, S-26 Ultima, and Friso.
NAN secured the #1 position as the YMI Brand of the Month for August 2025 in the Powdered Milk category, maintaining its ranking from last month. During the month, the brand launched a variety of activities, from interactive initiatives like the “Mẫn Cảm” survey for babies and the “Nằm lòng lợi ích – quà xinh thoả thích” minigame, to the “Giải Mã Đột Phá Khoa Học Dinh Dưỡng” minigame for its “NAN INFINIPRO A2” product. NAN recorded an 18.5% decrease in total mentions, a 16.4% drop in brand mentions, and a 10.7% decrease in user participation compared to the previous month.
Aptamil climbed 3 spots to rank #2 as the YMI Brand of the Month for August 2025 in the Powdered Milk category. The brand focused on interactive activities such as the “Hứng trọn đề kháng, bắt ngay trí não” minigame and livestream sessions in collaboration with retail partners like AVAKids to reach consumers. Aptamil recorded a 20.9% decrease in total mentions, a 59.7% drop in brand mentions, and a 21.4% decrease in user participation compared to the previous month.
Similac held the #3 position as the YMI Brand of the Month for August 2025 in the Powdered Milk category, falling one spot from last month. The brand sustained discussions through the “Mẹ sinh mổ gợi ý bí quyết hay- nhận quà liền tay” minigame and a communication series for its “Similac Total Protection 2+” product. Similac’s total mentions remained stable, while brand mentions decreased by 15.2%, and user participation saw no significant change compared to the previous month.
S-26 Ultima placed #4 as the YMI Brand of the Month for August 2025 in the Powdered Milk category, dropping one spot from last month. The brand maintained its presence through interactive activities like the “Mẹ bắt “dinh dưỡng vàng” – bé vào lớp sẵn sàng” minigame and collaborations with e-commerce partners such as Lazada and KidsPlaza. S-26 Ultima saw a 26.8% decline in total mentions, a 15.7% drop in brand mentions, and a 16.3% decrease in user participation compared to the previous month.
Friso ranked #5 as the YMI Brand of the Month for August 2025 in the Powdered Milk category, falling two spots from last month. The brand generated discussions from an exclusive livestream with a partner and organic conversations about its products within parenting communities like “Kinh nghiệm nuôi con – Lần đầu làm mẹ”. Friso recorded an 18.5% increase in total mentions, an 8.0% rise in brand mentions, and a 2.0% increase in user participation compared to the previous month.
3. YMI Ranking – Top 5 Banking Brands on Social Media in August 2025
In August 2025, banking brands saw a resurgence with over 1M mentions, rising 50.8% compared to the previous month. The Top 5 brands on the YMI Banking Ranking include: Vikki, TPBank, Techcombank, VietinBank, and VPBank.
Vikki secured the #1 spot as the YMI Brand of the Month for August 2025 in the Banking category, maintaining its ranking from last month. During the month, the brand launched a variety of activities, notably the “Megalive Vikki An Sinh – Bùng Nổ Quà Tặng Mừng Quốc Khánh!” event, the “Đạp xe – Khỏe re” program promoting a green lifestyle, and the interactive “VikkiWOW – Quay ngay, rinh quà liền tay!” spinning wheel game. Vikki recorded a 53.5% increase in total mentions, a 50.8% rise in brand mentions, and an 80% growth in user participation compared to the previous month.
Making a spectacular breakthrough, TPBank climbed 8 spots to rank #2 as the YMI Brand of the Month for August 2025 in the Banking category. The brand attracted significant attention with the “TPBank Mega Live Stream – Em Xinh Say App Đỉnh” event featuring a lineup of artists, along with a minigame celebrating National Day and a promotion offering 100K VND for linking accounts with the VNeID app. TPBank recorded a 128.7% increase in total mentions, a 402.1% surge in brand mentions, and a 101.4% growth in user participation compared to the previous month.
Techcombank held the #3 position as the YMI Brand of the Month for August 2025 in the Banking category, dropping one spot from last month. The brand focused on major events, notably the kick-off of the “Techcombank International Marathon” in Hanoi and Ho Chi Minh City. Additionally, it rolled out interactive activities such as a livestream with MC Sơn Lâm and the “Lan toả tự hào, săn vé Encore Anh Trai Vượt Ngàn Chông Gai” minigame. Techcombank recorded a 15.6% increase in total mentions, an 8.5% rise in brand mentions, and a 34.3% growth in user participation compared to the previous month.
VietinBank ranked #4 as the YMI Brand of the Month for August 2025 in the Banking category, rising one position from last month. During the month, the brand sustained user interest by encouraging participation in the “IR Awards 2025” voting and launching its new “VietinBank Visa Cashback” card. VietinBank recorded a 118.9% increase in total mentions, a 100% rise in brand mentions, and an 184% growth in user participation compared to the previous month.
VPBank secured the #5 spot as the YMI Brand of the Month for August 2025 in the Banking category, slipping one position from last month. The brand maintained its media presence by releasing the third episode of its financial podcast series “Money Gym – Tiền Không Mỏi” and launching the “Bứt phá từ hôm nay, rinh liền tay vé V-FEST” minigame to engage users. VPBank recorded a 62.4% increase in total mentions, a 35.0% rise in brand mentions, and a 16.3% increase in user participation compared to the previous month.
Explore the YMI Brand Ranking for the Banking Industry on Social Media in August 2025
4. YMI Ranking – Top 5 Insurance Brands on Social Media in August 2025
In August 2025, insurance brands maintained their growth momentum with approximately 797.9K mentions, up 91.9% compared to the previous month. The Top 5 brands on the YMI Insurance Ranking include: Manulife, Prudential, Chubb Life, Dai-ichi Life, and AIA.
Manulife secured the #1 spot as the YMI Brand of the Month for August 2025 in the Insurance category, maintaining its ranking from last month. The brand stood out with a series of minigames promoting its “Chọn XANH Cho KHỎE” campaign, such as “Hoàn thành mảnh ghép, hoàn thiện ước mơ xanh” and “Bật Mood XANH – Vượt Nhanh Chướng Ngại cùng Manulife”. Manulife recorded a 90.8% increase in total mentions, a 91.2% rise in brand mentions, and a 294.1% growth in user participation compared to the previous month.
Prudential ranked #2 as the YMI Brand of the Month for August 2025 in the Insurance category, maintaining its position from last month. The brand stayed connected with users through simple interactive activities, including the “Điền vào chỗ trống, đoán tên sản phẩm” (Fill in the blank, guess the product name) minigame and the “First Of All” video series, which featured insights from senior leaders. Prudential recorded a 184.8% surge in total mentions, a 198.2% rise in brand mentions, and a 5.9% increase in user participation compared to the previous month.
Chubb Life held the #3 position as the YMI Brand of the Month for August 2025 in the Insurance category, maintaining its ranking from last month. The brand generated discussions through its “Nhàn hạ” minigame series and an avatar-changing activity to celebrate “20 năm người tư vấn tin cậy Chubb Life”. Chubb Life saw a 33.5% decrease in total mentions, a 39.5% drop in brand mentions, and a 51.4% decline in user participation compared to the previous month.
Dai-ichi Life ranked #4 as the YMI Brand of the Month for August 2025 in the Insurance category, maintaining its position from last month. The brand sustained user interest with the “Hội thao toàn quốc Dlympic 2025” event and launched the “Khoe chỉ số sức khỏe, rinh quà cực chất” minigame. Dai-ichi Life recorded a 98.2% increase in total mentions, while brand mentions remained unchanged, and user participation grew by 185.5% compared to the previous month.
AIA secured the #5 spot as the YMI Brand of the Month for August 2025 in the Insurance category, maintaining its ranking from last month. During the month, the brand rolled out the “Trường học Lành mạnh” community event series, the “Cộng tài năng nhí, cộng Khỏe cùng AIA” drawing contest, and the interactive minigame “Theo bạn, trong gia đình thì khoản chi nào là “ưu tiên số 1”?”. AIA recorded a 34.3% increase in total mentions, a 35.1% rise in brand mentions, and a 15.5% increase in user participation compared to the previous month.
Explore the YMI Brand Ranking for the Insurance Industry on Social Media in August 2025
Stay tuned for the update of the YMI Brand Ranking for September 2025 with YouNet Media.
Detailed Information:
- Follow the YMI Brand Ranking for July 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
