Year of the Dragon 2024: Analyzing Tet Advertisements to Extract Consumer Insights

Tet 2024 witnessed an explosion of advertisements from over 50 brands. By measuring social media discussions and engagement surrounding these Tet campaigns, Kompa has synthesized massive figures and common trends providing valuable Insight to help brands optimize social media engagement for the upcoming Tet 2025 season. Below are some highlights extracted from the report.

Overview of Tet 2024 Advertising Discussions

During the measurement period from January 15 to February 15, Kompa's Social Listening system recorded massive figures regarding the Year of the Dragon Tet advertisements.

There were 59 brands from 23 industries that released Tet advertisements across various formats, ranging from TVCs and music videos to short films.

• There were over 400,000 discussions attracting nearly 6.3 million engagements, with total advertisement views surpassing 1.5 billion.

• Among the 59 Tet advertisements, music videos were the most common format with 27 MVs, followed by 23 TVCs and 9 short films.

FMCG sectors were the most vibrant advertising industries during Tet 2024, with 7 out of 10 industries represented, including Confectionery, Condiments, Carbonated Soft Drinks, Milk, Beer, Instant Noodles, and Laundry Detergent.

Among these, Confectionery had the highest number of Tet brands with 7 participating brands. Condiments and Carbonated Soft Drinks were equally active, with 6 brands releasing Tet TVCs and MVs.

The mobile application sector was equally bustling, featuring major brands such as Grab, Momo, Viettel Money, and Homecredit.

Top 10 Year of the Dragon Tet Advertisements

• Tet MVs from OMO and Mirinda achieved impressive figures.

• The MV 'Mai má về' from OMO held the number 1 position with over 1 million engagements. 'Chuyện cũ bỏ qua 4' from Mirinda reached over 155 million views.

• The two TVCs in the rankings belonged to Tiger Beer and Pepsi, with the TVC 'Mừng năm can trường, khai xuân bản lĩnh' reaching 308,456 engagements and 'Mang tết về nhà' reaching 219,011 engagements.

The only short film to enter the rankings came from Ensure Gold with the film 'Điều thân thương nhất', reaching 209,615 engagements.

Additionally, many other useful pieces of information along with tips to optimize social media engagement for Tet 2025 advertisements are available in the detailed report. Download the report now to receive the full set of data.