In the context of fierce competition in Vietnam’s ride-hailing motorbike industry, lively discussions on social media have become an important metric reflecting users’ interest in and preference for Brands. This success comes not only from business strategy and service quality, but also from creative, unique, and effective communication campaigns.

Vibrant discussions from Brands’ Social Media campaigns

The social media discussion share of the “ride-hailing motorbike” industry in the first 5 months of 2024 recorded millions of mentions from the vibrant activities of the Brands Be, Grab, and Gojek. Among them, Be led with 1,674,240 discussions.

Be stood out thanks to many campaigns: Be Boat, Be Bed, #Datxesieunhanh #Giaomonsieutoc, Be Cano, and campaigns in collaboration with ZaloPay,… These campaigns attracted social media users’ attention with interesting, humorous content, thereby helping the Brand’s awareness increasingly rise in users’ eyes. Not only that, these campaigns also brought the Brand a large number of positive discussions, increasing its Brand health score across Social Media platforms to 96.7%.

Grab has always been a Brand with a solid position in Vietnam’s ‘ride-hailing motorbike’ industry. The volume of discussions this Brand received in the first 5 months of the year was also very high, along with an extremely high Brand health score of over 97.4%. Grab stood out with campaigns during holidays, such as Lunar New Year and International Women’s Day.

Discussion volume mentioning ride-hailing technology Brands mainly occurs on their own fanpages. In addition, the system also recorded discussions on Facebook community pages and the TikTok platform.

Brand fanpage activities are a source of attracting positive discussions

The sentiment index of Be and Grab in the first 5 months of 2024 was very high thanks to campaigns on fanpages. Activities including minigames, engagement posts, and livestreams helped the Brands achieve a very large volume of discussions, not only contributing to increasing sentiment scores but also helping Brands increase awareness in the eyes of social media users.

Ride-hailing motorbike brands such as Be and Grab had a very dynamic first half of 2024 with many creative and effective marketing campaigns. To fully capture information and detailed analysis of the social media discussion share of Brands in the industry, click the button to download the full report.