Tet 2024 witnessed a boom in a wide range of advertisements from more than 50 brands. By measuring discussions and social media interactions around brands’ Tet ads, Kompa compiled impressive figures and shared, insight-rich points to help brands optimize social media engagement for the upcoming Tet 2025 season. Below are some key highlights excerpted from the report.

Overview of discussions on Tet Ads 2024

During the measurement period from 15.01 to 15.02, Kompa’s Social Listening system recorded huge numbers for Giáp Thìn Tet ads.

There were 59 brands from 23 categories launching Tet ads across many formats, from TVCs and music MVs to short films.

• There were more than 400 thousand discussions, attracting nearly 6.3 million interactions, and total ad views surpassed 1.5 billion views.

• Among the 59 Tet ads, the MV format made up the majority with 27 MVs, along with 23 TVCs and 9 short films.

FMCG categories were the most active in Tet 2024 advertising, with 7 out of 10 represented categories including Confectionery, Sauces & Condiments, Carbonated Soft Drinks, Dairy, Beer, Instant Noodles, and Laundry Detergent & Softener.

Among them, confectionery was the category with the highest number of Tet brands, with 7 participating brands. Sauces & condiments and carbonated soft drinks were also highly active, with as many as 6 brands launching Tet TVCs and MVs.

The mobile app sector was no less vibrant, with the participation of major brands such as Grab, Momo, Viettel Money, and Homecredit.

Top 10 Giáp Thìn Tet Ads

• Tet MVs from OMO and Mirinda achieved impressive numbers.

• OMO’s MV Mai má về held the top 1 position with more than 1 million interactions. Mirinda’s Chuyện cũ bỏ qua 4 reached more than 155 million views.

• 2 TVCs made the ranking, from Tiger Beer and Pepsi: TVC Mừng năm can trường, khai xuân bản lĩnh with 308,456 interactions, and Mang tết về nhà with 219,011 interactions.

The only short film to enter the ranking came from Ensure Gold with Điều thân thương nhất, earning 209,615 interactions.

In addition, there is much more useful information, along with tips to optimize social media engagement for brands’ Tet 2025 ads, in the detailed report. Download the report now to receive the full dataset.