October 2025 continued to be an active month on social media as brands intensified their activities to accelerate momentum for the final quarter of the year. Many major events, attractive promotional programs, and interactive communication activities were launched. So, what significant shifts did the YMI Brand Ranking for October 2025 capture across different industries?
Let’s explore the most active brand movements through the lens of social listening in the YMI Brand Ranking – October 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 October 2025
Heineken, NAN, Techcombank, and Prudential are the leading names on the YMI Brand Rankings for October 2025, representing the most dynamic industries: Beer, Powdered Milk, Banking, and Insurance.
- The Beer industry showed a notable rebound with over 1.42M mentions, increasing 32.29% from the previous month. Heineken took the lead driven by its promotional activities for the new “Heineken Silver” aluminum-bottle edition, while Tiger closely followed with the “Tiger Street Football 2025” event. Larue also made a strong impression, moving up three ranks through its “Bật Nắp Larue, Mở Khoảnh Khắc Vàng” promotion. Meanwhile, Bia Saigon and Bia 333 maintained their momentum by participating in SABECO’s “150 Năm Di Sản Vươn Cao” campaign.
- The Powdered Milk industry was less active, generating over 1.6M mentions, down 26.4% from the previous month. NAN maintained its leading position through interactive activities like minigames and livestreams, while Vinamilk Optimum Gold rose to the #2 spot, supported by communications highlighting its exclusive formula “6 HMO đầu tiên tại Việt Nam”. Aptamil sustained user interest by focusing on content tailored to C-section mothers, while Similac and S-26 Ultima continued to retain users through partnership activities and ongoing minigame series.
- The Banking industry recorded strong momentum with over 1.46M mentions, increasing 76.74% from the previous month. Techcombank secured the top position through its partnership with the reality show “Tân Binh Toàn Năng”, while Vikki followed in second place with the “Tiết kiệm Vikki – Trúng Vàng Ký Mùa 2” program. VPBank and Vietcombank sustained high visibility via sponsorships of concerts and reality shows. ACB re-entered the top 5, supported by minigame activities and its announcement of resuming the gold bar business.
- The Insurance industry saw a slowdown with over 490K mentions, down 24.33% from the previous month. Prudential continued to hold the #1 position with its 26th-anniversary campaign included an engaging series of minigame activities, while Manulife maintained its presence with the “Chọn XANH Cho KHỎE” campaign. Generali recorded notable growth driven by the “Marathon Livestream 20/10” event and the “Vòng Quay Mê Ly – Nhận Quà Như Ý Mùa 2” lucky draw. Dai-ichi Life and Chubb Life maintained interaction through minigame and CSR 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 October 2025: TOP 5 brands from 4 industries with effective activity on social media in October 2025 (1/10/2025 – 31/10/2025)
* The data for the rankings is compiled using YouNet Media’s Social Listening platform, SocialHeat.
YMI Ranking – Brand of the Month 10.2025 and Featured Activities of Brands
1. YMI Ranking – Top 5 Beer Brands on Social Media in October 2025
In October 2025, the Beer industry showed a notable rebound with over 1.42M mentions, increasing 32.29% compared to the previous month. The Top 5 brands on the YMI Beer Ranking include: Heineken, Tiger, Larue, Bia Saigon, and Bia 333.
Heineken rose to the #1 spot as the YMI Brand of the Month for October 2025 in the Beer category. The brand generated major buzz with its promotional campaign for the new “Heineken Silver” aluminum-bottle edition. Key activities included the exclusive private party “The Silver Coolture” featuring celebrities like HURRYKNG, Duy Khánh, and Quỳnh Anh Shyn, the “Tạo Tiệc Chất cùng Heineken Silver Chai Nhôm Mới” challenge, and a fashion collection collaboration with Duc Studio. Heineken recorded a 286.66% increase in total mentions, a 326.32% surge in brand mentions, and a 263.14% growth in user participation compared to the previous month.
Tiger ranked #2 as the YMI Brand of the Month for October 2025 in the Beer category. The brand’s main highlight was the “Tiger Street Football 2025” tournament in Hanoi and Ho Chi Minh City, which determined the champions who would stand alongside one of four Manchester United legends. A key feature was the “Premiere Night” stage with top artists like Tóc Tiên and Double2T, along with exciting sideline activities such as a lucky draw for a trip to Manchester, England. Tiger recorded a 31.24% decrease in total mentions, a 26.71% drop in brand mentions, and a 16.46% decline in user participation compared to the previous month.
Larue made an impressive surge, climbing three spots to rank #3 as the YMI Brand of the Month for October 2025 in the Beer category. The brand heavily promoted its “Bật Nắp Larue, Mở Khoảnh Khắc Vàng” campaign in many southern and central provinces and continued to amplify its “Nâng Larue Cùng Anh Em Tấn Tới” campaign with a series of posts documenting successful startup journeys. Larue reported a significant 211.04% increase in total mentions, a massive 663.34% increase in brand mentions, and a 165.08% increase in user participation compared to the previous month.
Bia Saigon ranked #4 as the YMI Brand of the Month for October 2025 in the Beer category, maintaining a stable position. The brand was highly active with SABECO’s “150 Năm Di Sản Vươn Cao” campaign, featuring activities like the City Tour bus and the “Đêm Di Sản” in various cities, which were widely covered by major community pages. Additionally, the “Đoán Chiều Không Gian Của Idol” minigame for the “Saigon Chill” product line also gained attention. Bia Saigon experienced a 136.10% increase in total mentions, a 112.47% rise in brand mentions, and a 65.77% growth in user participation compared to the previous month.
Bia 333 re-entered the top 5 to rank #5 as the YMI Brand of the Month for October 2025 in the Beer category. The brand launched interactive activities such as the “Đọc Đúng Tên 333 Pilsner, Mở Khoá 3 Tầng Êm” minigame, hosted a booth at the 2025 Autumn Fair in Hanoi, and joined SABECO’s campaign with the “Đêm Di Sản” event. Bia 333 recorded a 5.54% increase in total mentions and a 147.16% increase in brand mentions, but a 32.19% decrease in user participation compared to the previous month.
Explore the YMI Brand Ranking for the Beer Industry on Social Media in October 2025
2. YMI Ranking – Top 5 Dairy Brands (Powdered Milk Segment) on Social Media in October 2025
In October 2025, powdered milk brands were less active with over 1.6M mentions, down 26.4% compared to the previous month. The Top 5 brands on the YMI Powdered Milk Ranking include: NAN, Vinamilk Optimum Gold, Aptamil, Similac, and S-26 Ultima.
NAN secured the #1 position as the YMI Brand of the Month for October 2025 in the Powdered Milk category. The brand maintained user engagement through a series of diverse minigames and a livestream titled “Hiểu Đúng Về Mẫn Cảm” on the topic “Giải mã tín hiệu qua tiêu hoá và da” hosted by pediatrician Vi Thị Tươi and MC Tú Trinh. NAN recorded a 37.26% decrease in total mentions, a 38.52% drop in brand mentions, and a 31.20% decline in user participation compared to the previous month.
Vinamilk Optimum Gold delivered the most notable breakthrough of the month, rising nine positions to reach the #2 spot in the YMI Brand of the Month T10.2025. This performance was driven by strong communication efforts centered around the exclusive formula “6 HMO đầu tiên tại Việt Nam”, amplified through posts across multiple mother-and-baby community groups. In addition, the brand implemented the “Nhà nào cũng có Mẹ” contest, offering a one-year milk supply as the key reward. Vinamilk Optimum Gold saw a phenomenal 1174.06% increase in total mentions, a 1272.11% surge in brand mentions, and a 483.57% growth in user participation compared to the previous month.
Aptamil held a stable #3 position as the YMI Brand of the Month for October 2025. The brand’s main activity was initiating active discussions in parenting groups to educate users on differentiating its product lines, while also focusing on the C-section mothers niche to promote its “Aptamil New” line. Minigames and livestreams with retail partners were also maintained. Aptamil recorded a 24.82% decrease in total mentions, a 36.77% drop in brand mentions, and a 9.27% decrease in user participation compared to the previous month.
Similac secured its #4 position as the YMI Brand of the Month for October 2025. The brand’s standout activity was its strategic partnership with the KidsPlaza chain for the “Mẹ Bầu và Em Bé 2025” event, where it organized a minigame to give away “Vươn Concert” tickets and offered exclusive deals. Similac’s total mentions remained unchanged, while brand mentions increased by 0.16%, and user participation saw no change compared to the previous month.
S-26 Ultima ranked #5 as the YMI Brand of the Month for October 2025. The brand’s activities this month primarily revolved around a series of minigames under its “Mở Rộng Vùng An Toàn” campaign, such as “Ghép Đôi Đặc Điểm Vàng” and “Thông Điệp Dinh Dưỡng”. S-26 Ultima saw a 70.53% decrease in total mentions, a 50.13% drop in brand mentions, and an 85.84% decline in user participation compared to the previous month.
3. YMI Ranking – Top 5 Banking Brands on Social Media in October 2025
In October 2025, banking brands experienced a boom with over 1.46M mentions, a surge of 76.74%. The Top 5 brands include: Techcombank, Vikki, VPBank, Vietcombank, and ACB.
Techcombank excellently rose to the #1 spot as the YMI Brand of the Month for October 2025. This success was driven by its role as the main sponsor for the reality show “Tân Binh Toàn Năng” and a special livestream honoring “Tài Nữ Việt thời đại mới” with Hoa hậu Bảo Ngọc. Techcombank saw a 309.87% increase in total mentions, a 20.08% increase in brand mentions, and a 48.95% increase in user participation compared to the previous month.
Vikki secured the #2 spot as the YMI Brand of the Month for October 2025. The brand launched diverse activities, including the “Tiết kiệm Vikki – Trúng Vàng Ký Mùa 2” livestream series, honoring October 20th with the message “Nữ chủ tài chính – Tự hào Tài Nữ Việt Nam”, and leveraging the Halloween trend with financial education content. It also announced a new brand identity and sponsored the “Tôi! Người Việt Nam” charity music night. Vikki recorded a 5.08% increase in total mentions, a 2.61% rise in brand mentions, but a 35.57% decline in user participation compared to the previous month.
VPBank held the #3 position as the YMI Brand of the Month for October 2025. The bank was highly active with the “Sinh Nhật Vui – Khui Quà Khủng” livestream featuring Isaac, its role as the main sponsor for the “Übermensch” concert in Hanoi, and organizing the “VPBank Đất Sen Hồng Music Marathon 2025”. VPBank recorded a 95.91% increase in total mentions, a 33.52% rise in brand mentions, and a 100.27% growth in user participation compared to the previous month.
Vietcombank climbed 1 spot to rank #4 as the YMI Brand of the Month for October 2025. The brand sponsored the reality show “Chiến Sĩ Quả Cảm”, integrating promotions for its VCB Digibank digital banking service, and launched interactive minigames like “Vui Tết Trung Thu – Rinh Quà Đoàn Viên”. Vietcombank saw a 40.57% increase in total mentions, a 35.67% increase in brand mentions, and a 59.05% increase in user participation compared to the previous month.
ACB made a remarkable climb, rising 3 spots to enter the top 5 at #5. The bank launched minigames such as “Nữ Tướng Chứng Trường” and drew significant attention by announcing the relaunch of its gold bar business, attracting interest from financial news sites and investment communities. ACB recorded a 26.75% increase in total mentions, a 0.69% rise in brand mentions, and a 65.14% increase in user participation compared to the previous month.
Explore the YMI Brand Ranking for the Banking Industry on Social Media in October 2025
4. YMI Ranking – Top 5 Insurance Brands on Social Media in October 2025
In October 2025, insurance brands saw a slowdown with over 490K mentions, down 24.33%. The Top 5 brands include: Prudential, Manulife, Generali, Dai-ichi Life, and Chubb Life.
Prudential continued to hold the #1 spot as the YMI Brand of the Month for October 2025 in the Insurance category. The brand launched its 26th-anniversary campaign with the message “Mang yên tâm trọn vẹn”, promoted through a series of minigames with the hashtag “Yên_Tâm”, continued its “First Of All” video series, and announced a 1 billion VND donation to the National Fund for Vietnamese Children. Prudential recorded a 17.12% decrease in total mentions, a 12.95% drop in brand mentions, and a 33.77% decline in user participation compared to the previous month.
Manulife held the #2 position as the YMI Brand of the Month for October 2025 in the Insurance category. The brand’s main activities included continuing its “Chọn XANH cho KHỎE” campaign with a lucky draw for a Mazda CX-3, organizing the “Hành Trình Làm Mẹ” contest, and donating 1.5 billion VND to support northern provinces. Manulife saw a 48.09% decrease in total mentions, a 49.18% drop in brand mentions, and a 32.25% decline in user participation compared to the previous month.
Generali made a powerful surge to rank #3 as the YMI Brand of the Month for October 2025 in the Insurance category, climbing 2 spots. The brand gained attention with its “Marathon Livestream 20/10” event and the “Vòng Quay Mê Ly – Nhận Quà Như Ý Mùa 2” lucky draw ceremony with valuable prizes. Generali recorded a 102.61% increase in total mentions, a 50.51% rise in brand mentions, and a 75.42% growth in user participation compared to the previous month.
Dai-ichi Life secured the #4 spot as the YMI Brand of the Month for October 2025 in the Insurance category. The brand’s activities focused on minigames, partnering with Báo Tuổi Trẻ for the “Tiếp sức đến trường” program, and promoting the final stage of the “Dai-ichi Life – Cung Đường Yêu Thương 2025” run. Dai-ichi Life saw a 6.09% increase in total mentions and a 1.27% rise in brand mentions, but a 20.30% decline in user participation compared to the previous month.
Chubb Life re-entered the top 5 to rank #5 as the YMI Brand of the Month for October 2025 in the Insurance category, rising two positions. The brand launched minigames such as “Thắp Ước Mơ Tự Do” and conducted CSR activities by giving meaningful Mid-Autumn Festival gifts to children at Mái ấm Huynh Đệ Như Nghĩa. Chubb Life recorded a 118.75% increase in total mentions, a 217.92% rise in brand mentions, and a 365.62% growth in user participation compared to the previous month.
Explore the YMI Brand Ranking for the Insurance Industry on Social Media in October 2025
Stay tuned for the update of the YMI Brand Ranking for November 2025 with YouNet Media.
Detailed Information:
- Follow the YMI Brand Ranking for September 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
