BSI Top10: Social Media Rankings for March 2024

The BSI Top10 rankings are considered the most reliable, high-quality, and up-to-date social media rankings based on the social index evaluated by Buzzmetrics – the Buzzmetrics Social Index Top10. The BSI Top10 rankings for March 2024 include the top 10 campaigns, top 10 influencers, and top 10 events across social media channels and online newspapers during the period from 01/03/2024 - 31/03/2024.

The BSI Index (2023 edition) introduces two new adjustment indicators, the Diversity Score and Audience Score, which, combined with the five evaluation criteria from the 2021 version, create shifts in assessing the success of campaigns/events on social media more comprehensively and in-depth: see more at BSI Top10 Ranking Methodology (2023 edition).

BSI reflects a synthesis of factors, each holding equal significance. A change in just one factor can lead to shifts in the BSI Top10 rankings.

Starting from January 2023, the BSI Top10 rankings will be fully implemented according to the 2023 version, featuring the addition of two new adjustment indicators: the Diversity Score and the Audience Score.

TOP 10 CAMPAIGNS ON SOCIAL MEDIA MARCH 2024

The BSI Top10 Campaigns ranking notes the Sua KUN cho em campaign in the leading position, followed by Nang Heineken Vi Fan Dich Thuc of Heineken, a series of campaigns for new mobile phone launches from Samsung and OPPO, Do La Dau An of Kotex, Milo moi ngay, ben bi hon của Milo, Combo Beauty 2 - Cung da cang da - Khoe dep moi ngay of Vinamilk, Campaign 3 Chac of Vinamilk Dielac Grow Plus, Em Bung Em Giac of YOKOGOLD.

• Sua KUN cho em campaign emerged as the most prominent campaign in March 2024, generating nearly 700,000 discussions on social media. For every share of the campaign, the KUN brand pledges to donate a box of fresh milk to children in highland areas. Phase 1 of the campaign recorded the distribution of half a million boxes of milk. Despite some contrasting opinions about the campaign's actual impact, the majority of the online community appreciates the message, "Giving is not about receiving, but about spreading love."

• Nang Heineken Vi Fan Dich Thuc campaign was launched in conjunction with Heineken becoming a sponsor of the UEFA Champions League - the most prestigious club football tournament. The campaign achieved a high Virality Score of 0.96, fueled by enticing prizes (including a grand prize worth 1 billion VND, PlayStation 5 consoles, Samsung TVs, etc.) and straightforward participation methods (playing minigames, purchasing Heineken beer). Notable personalities such as Phuong Ly, Cris Phan, BigDaddy, and various football community pages also actively promoted the campaign.

• The promotional campaign for Samsung's new Galaxy S24 Series continues to make waves on social media. Technology communities are engaging users with minigames that highlight the GalaxyAI feature of the Galaxy S24 series, along with attractive prizes. Additionally, the participation of the rising duo Ninh Anh Bui and Nguyen Tung Duong has drawn more fans into discussions about the Galaxy S24. This has resulted in the campaign achieving a relatively high Audience Score of 0.83.

• The promotional campaign for the new Galaxy A55 | A35 5G models is the second Samsung campaign to feature in the BSI Top10 Campaigns ranking for March 2024. The product has been actively marketed by retail brands such as The Gioi Di Dong and FPT Shop. Additionally, the involvement of the duo Ninh Anh Bui and Nguyen Tung Duong in promoting the product has also helped generate a significant amount of discussion (over 180,000 discussions).

•  Milo moi ngay, ben bi hon campaign by Milo emphasizes improving children's stamina through the use of Nestlé Milo barley milk combined with physical activities. The campaign validates the benefits of drinking MILO through credible reports from reputable organizations, particularly the recommendations of the National Institute of Nutrition. By March 31, numerous hot moms shared check-in photos at  Tram Sac Suc Ben Stations, attracting the attention of the online community and initiating the next phase of the campaign.

• The new OPPO Reno11 F 5G has captured the attention of the online community with its youthful design and creative photography capabilities. The focal point of the campaign is a livestream session titled "Deal Fun Sieu Dzuil" on The Gioi Di Dong's fanpage, featuring a promotional program offering discounts of up to 50%.

• Do la dau an campaign by Kotex was launched in conjunction with International Women's Day, carrying the message "Red is a mark, not a burden." The highlight of the campaign is the music video of the same name, featuring a collaboration between Orange, Liu Grace, and Masew. The music video promotes confidence, strength, and independence among women, encouraging them to live passionately. The online community has highly praised Kotex for creating a meaningful message in the music video and for selecting fitting musical icons to represent the campaign.

• The Combo Beauty 2 - Cung da cang da - Khoe dep moi ngay campaign by Vinamilk's yogurt is a promotional initiative for the Vinamilk Aloe Vera - Red Bean products. The campaign achieved high engagement (nearly 200,000 discussions) through minigames featuring images of the singer Isaac. A focal point of the campaign was the Interactive LCD event held at Thiso Mall on March 8th. The online community showed great enthusiasm for the video segment where Isaac, appearing on the LCD screen, suddenly started interacting with fans. The Interactive LCD event also made it into this month's BSI Top10 Events ranking.

• 3 chac campaign by Vinamilk Dielac Grow Plus emphasizes the message "sure immunity, sure weight, sure height" in the nurturing of young children. The campaign has been actively promoted by influential hot moms and reputable doctors, thus achieving a high virality score (Virality Score = 0.99).

• Em Bung Em Giac campaign by YOKOGOLD has entered a new phase with the introduction of the Vinamilk Rewards points accumulation program. The majority of the campaign discussions stem from posts shared by hot moms about their choices of milk for their children, and analyses by pediatricians.

TOP 10 INFLUENCERS ON SOCIAL MEDIA MARCH 2024

The BSI Top10 Influencers ranking marks the return of Son Tung M-TP at the top position. Den Vau, Bich Phuong, and Vu Cat Tuong are featured in the rankings thanks to the successful launch of their music videos. Additionally, Thuy Tien has re-entered the rankings in March, aided by her show "Du Dem". Other familiar names in the rankings include Tran Thanh, Le Duong Bao Lam, Coach Park Hang Seo, Trang Phap, and the rising duo Ninh - Duong.

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• Son Tung M-TP leads the BSI Top10 Influencers ranking for March 2024, buoyed by the success of his music video "Chung ta cua tuong lai". The music video has been highly praised by the online community for its visuals, melody, and lyrics. Despite launching on March 8th, discussions about the MV continued for days afterwards, thanks to its constant presence at the top of various online music streaming platforms. By the end of March, Son Tung M-TP's MV remains the most discussed on social media.

• Le Duong Bao Lam continues to bring laughter to the online community through a series of posts documenting his journey to the United States for performances. Highlights include comedic sketches between Le Duong Bao Lam and Le Giang. In these sketches, Le Duong Bao Lam refers to himself as “Jen Ni Phơ” and to Le Giang as “Jes Si Cà.” Thanks to the joyful energy Le Duong Bao Lam brings, he maintains a relatively high positive sentiment score (Sentiment Score = 0.97).

• The duo Ninh Anh Bui - Nguyen Tung Duong continue to feature in the BSI Top10 Influencers ranking thanks to a series of vlogs that capture their everyday activities. In addition, the pair also host live streams to interact and address fans' questions. A highlight for Ninh - Duong in the past March was their participation in an event introducing a new product by Samsung. Thanks to this event, the duo gained greater visibility on social media.

• Tran Thanh regularly updates the revenue figures for the movie "Mai," thereby receiving many congratulations from the audience. March also marked Tran Thanh's journey to the U.S. to promote the film "Mai," alongside other well-known artists such as Le Giang, Le Duong Bao Lam, and Hari Won. Additionally, the milestone of 500 billion VND in revenue for "Mai" has been widely covered by critics and the press.

• Den Vau launched his music video "Nhac Cua Rung," which has been highly praised by netizens for its meaningful lyrics and nature theme. Community pages have been eagerly speculating this year's literature exam questions from Den's latest MV. Den also won the hearts of netizens by "cheating" on charity: the revenue from the song "Nau an cho em" was 370 million, but Den decided to round it up to 400 million.

• Park Hang Seo drew attention when he attended the wedding of footballer Quang Hai and Chu Thanh Huyen. Coach Park's affectionate message to Doan Van Hau quickly spread in the media and was warmly received by his former players on the Vietnam national team. Additionally, the national team's poor performance under coach Troussier has led fans to repeatedly call for Coach Park's return.

• Trang Phap graced the March cover of L’Officiel Vietnam alongside Diep Lam Anh. The elegant Trang Phap also participated in the House of Style event - marking the 10th anniversary of TRESemmé, as well as featuring in the charity music video "Danh Cap Mat Troi." At all events, Trang Phap maintained her beautiful image and exuded positive energy.

• Bich Phuong marked her return after a period of silence with the music video "Nang Chen Tieu Sau." Although released simultaneously with Son Tung M-TP's "Chung Ta Cua Tuong Lai," "Nang Chen Tieu Sau" still garnered significant attention and lively discussions online. Another notable activity of Bich Phuong in March was her participation in the program "Have a Sip," hosted by Thuy Minh.

• Vu Cat Tuong released the music video "Tung La," which has been highly praised by the online community for its unique musical style, increasingly impactful listening experience, and especially the interaction between Vu Cat Tuong and the female lead in the MV. Vu Cat Tuong's new song has been extremely popular on TikTok, with numerous covers and derivative works. Vu Cat Tuong also enthusiastically interacts with and compliments the fan-made covers.

• Nguyen Thuc Thuy Tien officially launched season 2 of the series "Du Dem," a reality show capturing the nightlife of Saigon. In the past March, Thuy Tien released three episodes featuring the participation of Luong Thuy Linh, Double2T, and Erik. The online community showed great interest in a segment where Thuy Tien was spotted working as a convenience store employee. A photo with Lee Dong-Wook shared on her personal page also received numerous comments from netizens.

TOP 10 EVENTS ON SOCIAL MEDIA MARCH 2024

The two events, Get on Hanoi 2024 - Sac huong Tay Ho and Amazing Binh Dinh Fest, shared the top spots. They were followed by the music festival THIRSTY FOR MORE organized by Pepsi, Son Tung M-TP's 7-MINUTE STAGE,  Festival Pho in Nam Dinh, a night running race co-hosted by VPBank and VnExpress, Chuyen xe pin Panasonic, Tien Phong newspaper’s running race, Trentips - The Beauty Universe, and the Interactive LCD event by Vinamilk yogurt.

• The event Get on Hanoi 2024 - Sac huong Tay Ho is part of the "Du lich Ha Noi chao 2024 - Get on Hanoi 2024" program. It took place on March 9 and 10 at the Tay Ho Cultural and Creative Space. A highlight of the event was a drone light show featuring hundreds of unmanned aerial vehicles. Prior to this in February, Hanoi's New Year's Eve festival also delivered a stunning light show.

• The Amazing Binh Dinh Fest is a week-long sports, culture, and tourism festival held in Binh Dinh city at the end of March. This year's event has particularly drawn the attention of the online community due to the participation of Taemin, a member of the famous K-pop group SHINee, along with other well-known singers such as Hoa Minzy, Tang Duy Tan, and Van Mai Huong. Another highlight of the event was an impressive light show featuring up to 500 drones.

• The THIRSTY FOR MORE music festival, organized by Pepsi to mark its 30-year journey in Vietnam, carries the message "Quench your thirst, fulfill your passion." The event featured a lineup of renowned artists including My Tam, Bray, Toc Tien, Karik, and the duo Ninh Anh Bui - Nguyen Tung Duong. The majority of discussions about the event stemmed from a minigame that offered tickets to the Fanzone area, as well as interactions with posts involving celebrities.

• The 7-MINUTE STAGE is a distinctive show by Son Tung M-TP, lasting only seven minutes. The event took place at 7 PM on March 7th, just a few hours before the official release of the music video "Chung ta cua tuong lai." Despite its brief duration, the performance was highly praised by fans for Son Tung M-TP's live singing and stage presence, highlighting his proficiency in delivering a compelling performance in a constrained timeframe.

• Pho Festival 2024 officially took place from March 15-17, 2024, in Nam Dinh city. The festival aimed to honor the traditional craft of phở making; simultaneously, it provided an opportunity for tourists and locals to explore and appreciate the flavors of phở from various regions across the country. The event sparked an engaging debate regarding which regional phở is superior, highlighting the diverse culinary preferences and regional pride associated with this iconic Vietnamese dish.

• VP Bank x VnExpress Marathon Ho Chi Minh City Midnight 2024 is a night marathon organized in collaboration with VnExpress and VP Bank, attracting over 11,000 participants. The online community has highly praised VP Bank's adventurous spirit in designing a 3km long illuminated route on the Thu Thiem peninsula. This strategic decision not only enhanced the aesthetic appeal of the event but also contributed significantly to the overall experience, providing runners with an exceptional and visually stimulating environment for the race.

• Chuyen xe pin Panasonic event was a promotional campaign for Panasonic Alkaline batteries, centered around six pickup trucks and the brand's mascot. To enhance the event's impact on social media, Panasonic organized a minigame that involved photographing the convoy. This minigame was shared widely across major community platforms, resulting in a relatively high level of diverse discussion (Diversity Score = 0.89). 

• Giai vo dich Quoc gia Marathon va cu ly dai bao Tien Phong took place on March 31st, drawing over 11,500 athletes from provinces across the country to Phú Yên province. The event was broadcast live on various Tien Phong channels. Not only did the online community send words of encouragement to the competitors, but they also expressed delight in witnessing the beauty of Phu Yen's coastline. 
• Trentips - The Beauty Universe is an exhibition and new product launch event by AGE20’S, held over three days at Landmark 81, featuring Korean actor Lee Dong Wook. Korean entertainment community pages took turns updating the activities of the actor in Vietnam, contributing significantly to the event's reach and impact.

APPENDIX

Detailed information on the metrics that make up the BSI (Brand Strength Index) for the rankings of BSI Top10 Campaigns, BSI Top10 Influencers, and BSI Top10 Events in March 2024.

To learn more and discuss in detail about evaluating brand health, campaign effectiveness, and optimizing customer engagement activities on social media based on the BSI – Buzzmetrics Social Index, please contact the Buzzmetrics representative department via email at info@buzzmetrics.com.