Special Occasion Research

INTRODUCTION

The Back-to-School season typically begins before the end of summer and lasts until September 5th—the official school opening day in Vietnam. This timing creates distinct discussion dynamics among different user groups, particularly students and parents. For some parents, the back-to-school period also marks a new beginning for their children, which influences how these users engage in related discussions.

Buzzmetrics conducted a study on the Back-to-School Season 2019 to help brands and agencies understand user discussion patterns during this period, as well as the storytelling approaches adopted by community pages around the back-to-school theme.

HOW DOES THIS REPORT HELP BRANDS?

This report is designed to help brands gain a comprehensive understanding of the Back-to-School season, including key discussion topics, user behaviors, and attitudes during this period. It also evaluates notable activities by brands, community pages, and online sellers. Based on these insights, the report enables brands to effectively leverage the Back-to-School season to reach their target audiences.

Specifically, the report helps brands understand:

• Key discussion topics across different user groups
• Notable brand activities during the Back-to-School season, along with key considerations for running campaigns during this period
• An overview of standout activities from community pages
• An overview of notable activities by online sellers

Report language: Vietnamese
Number of pages: 50
Research period: July 1, 2019 – September 10, 2019

Research methodology:
The report is based on keyword analysis using the Social Heat tool, drawing from Back-to-School–related discussions across social media platforms (Facebook, YouTube), forums, online news sites, review platforms, blogs, and e-commerce channels.

CONTENT

Part 1: Overview of the Back-to-School Season

Part 2: Analysis of discussion topics across user groups

• 2.1. Students
• 2.2. Parents
• 2.3. Teachers

Part 3: Analysis of community page activities

Part 4: Analysis of brand activities

Part 5: Analysis of online seller activities

Part 6: Report summary

INTRODUCTION

Summer is the second-largest seasonal occasion on social media, ranking just after Tet (Lunar New Year). Although June marks the start of the summer break for students, discussions about Summer emerge much earlier and may also fade sooner than brands expect. According to Buzzmetrics’ observations, many brands launch Summer campaigns either before the discussion peak arrives or after it has already passed.

Buzzmetrics conducted a study on the Summer season to provide brands and agencies with a holistic view of this major occasion, while also identifying potential topics that have yet to receive adequate attention.

How Does This Report Help Brands?

Một số biến thể bạn có thể chọn theo ngữ cảnh:

• “How Will This Report Benefit Brands?” (trang trọng, phổ biến trong report)
• “Key Benefits of This Report for Brands” (ngắn gọn, thiên về trình bày)
• “What Value Does This Report Deliver to Brands?” (chiến lược, executive-style)

CONTENT

Part 1: Overview of the Summer Season on Social Media
Part 2: Analysis of the Most Engaging Topics
Part 3: Analysis of the Fastest-Growing Topics
Part 4: Summary & Opportunities for Brands

INTRODUCTION

Buzzmetrics conducted a study on the End-of-School-Year Season, focusing on a central question: What is really happening around this special occasion?

HOW DOES THIS REPORT HELP BRANDS?

This report helps brands gain insights into:

• An in-depth analysis of the End-of-School-Year atmosphere and its impact on consumers’ emotions, needs, and expectations
• Analysis of audience groups influenced by the End-of-School-Year season
• Evaluation of how brands have leveraged the End-of-School-Year season, along with key learnings
• A summary and assessment of opportunities that the End-of-School-Year season presents for brands

Report language: English
Number of pages: 40
Research period: February–May 2023

Research methodology:
The report is based on keyword analysis using the Social Heat tool, drawing from End-of-School-Year–related discussions across social media platforms (Facebook, YouTube), forums, online news sites, review platforms, blogs, and e-commerce channels.

INTRODUCTION

In recent years, Mother’s Day has received increasing attention and discussion on social media. In 2019, discussions around Mother’s Day ranked third among family-related occasions and showed slight growth compared to 2018 (an increase of approximately 11%). As Mother’s Day gains greater traction, competition among brands has also intensified. Among them, certain brands have successfully leveraged Mother’s Day and achieved significantly stronger results compared to others within the same category.

Buzzmetrics conducted a study on Mother’s Day to analyze the tactics that contributed to a brand’s success during this special occasion, while also benchmarking these efforts against consumer discussions.

How Will This Report Benefit Brands?

The report is conducted to help brands gain a comprehensive understanding of Mother’s Day, including key discussion topics, user behaviors, and attitudes during this occasion. In addition, the report evaluates notable activities from brands and online sellers. Based on these insights, brands can better leverage Mother’s Day to effectively reach their target customers.

Specifically, the report helps brands understand:

• Key discussion topics among users.
• Outstanding brand activities during Mother’s Day and important considerations when running campaigns for this occasion.
• An overview of online seller activities and their most notable initiatives.

Report language: Vietnamese
Number of pages: 30
Research period: May 2019
Methodology:
The report is based on keyword analysis using the Social Heat tool, analyzing discussions related to Mother’s Day across social media platforms (Facebook, YouTube), forums, online news sites, review websites, blogs, and e-commerce platforms.

CONTENT

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INTRODUCTION

Mid-Autumn Festival is one of the most discussed special occasions on social media in 2018 (with over 13 million buzz, a 34% increase compared to 2017). During this special occasion, alongside traditional topics such as mooncakes and lantern parades, users also generated fresh and interesting discussion angles. In addition, several new topics—previously not associated with the Mid-Autumn Festival—were actively discussed by certain user groups.

Buzzmetrics conducted this Mid-Autumn Festival study to help brands and agencies gain deeper insights into how users engage with traditional Mid-Autumn topics, as well as the new topics that emerged during this special occasion.

How does the report help brands?

The report is designed to help brands gain a comprehensive understanding of the Mid-Autumn Festival, including discussion topics, user behaviors, and attitudes during this period. It also evaluates notable activities carried out by brands and online sellers in previous years, thereby providing recommendations on how brands can leverage the Mid-Autumn Festival to reach their target audiences.

Specifically, the report helps brands understand:

• User behaviors and interests of different audience groups on social media during the Mid-Autumn Festival.
• Notable brand activities during the Mid-Autumn Festival and key considerations for brands when running campaigns.
• Analysis of prominent activities across online sales channels.

Report language: Vietnamese
Number of pages: 60
Research period: 2017 & 2018
Research methodology:
The report is based on keyword analysis using the Social Heat tool, drawing from Mid-Autumn Festival discussions across social media platforms (Facebook, YouTube), forums, online news sites, review platforms, blogs, and e-commerce channels.

CONTENTS

Part 1: Overview of the Mid-Autumn Festival

Part 2: Consumer Behavior Analysis

• Analysis of discussions among users with families
• Analysis of discussions among users without families
• Analysis of discussions related to mooncakes

Part 3: Analysis of Community Page Activities

Part 4: Analysis of Brand Activities

Part 5: Analysis of Online Seller Activities

INTRODUCTION

Black Friday is one of the major year-end shopping events, alongside Singles’ Day (11.11). In 2018, while Singles’ Day generated only 200 thousand buzz, Black Friday attracted up to 5 million buzz. Compared to 2017, discussions around Black Friday increased by 95%.

In addition to shopping-related conversations, users also took advantage of Black Friday to express opinions and discuss a variety of other topics. Buzzmetrics conducted this Black Friday study to help brands and agencies explore these additional topics beyond shopping, thereby identifying more relevant ways to engage with users.

How does the report help brands?

This report aims to help brands gain a comprehensive understanding of Black Friday, including discussion topics, user behaviors, and attitudes during this period. It also evaluates notable activities by community pages, brands, and online sellers in previous years, enabling brands to better leverage Black Friday to reach their target customers.

Specifically, the report helps brands understand:

• The needs of different user groups on social media during Black Friday.
• Notable activities of community pages during this occasion.
• Key brand activities during Black Friday and important considerations when running campaigns on this day.
• An overview of online seller activities and their most notable initiatives.

Report language: Vietnamese

Number of pages: 35

Research period: November 2017 & 2018

Research methodology:The report is based on keyword analysis using the Social Heat tool, drawing from Black Friday–related discussions across social media platforms (Facebook, YouTube), forums, online news sites, review platforms, blogs, and e-commerce channels.

CONTENTS

Part 1: Overview of Black Friday

Part 2: Analysis of the Three Most Prominent Discussion Topics During Black Friday

• Shopping on Black Friday
• Entertainment on Black Friday
• Love on Black Friday

Part 3: Analysis of Community Page Activities

Part 4: Analysis of Brand Activities

Part 5: Analysis of Online Seller Activities

INTRODUCTION

Compared to International Women’s Day (March 8) and Vietnamese Women’s Day (October 20)—other major occasions celebrating women—Mother’s Day generated a relatively modest volume of discussion in 2018. However, this occasion recorded outstanding growth in discussion volume, with a 179% increase, compared to 34% for October 20 and 17% for March 8. This indicates a growing level of user interest in Mother’s Day.

Meanwhile, only 110 brands launched campaigns for Mother’s Day, compared to 350 brands participating in campaigns for October 20 and March 8.

Buzzmetrics conducted this Mother’s Day study to help brands and agencies identify opportunities to connect with users during a special occasion that has strong potential but has not yet been fully or effectively leveraged.

How does the report help brands?

The report helps brands understand:

• Target audience segments, share of discussion, and discussion phases during Mother’s Day.
• Interesting insights from messages and gifts sent to mothers.
• Sales call-to-action formulas used by online sellers.
• Tactical recommendations and suggestions for brands.

Report language: English
Number of pages: 35
Research period: May 2017 & 2018
Research methodology:
The report is based on keyword analysis using the Social Heat tool, drawing from Mother’s Day–related discussions across social media platforms (Facebook, YouTube), forums, online news sites, review platforms, blogs, and e-commerce channels.

CONTENTS

Part 1: Overview of Mother’s Day on Social Media

• Mother’s Day in comparison with other special occasions
• Discussion trends
• Share of discussion
• Discussion topics

Part 2: Key Highlights of Mother’s Day

• Messages sent to mothers
• Gifts
• Online sellers

Part 3: Recommendations for Brands

INTRODUCTION

Compared to 2018, discussions around the End of School Year in 2019 increased by 81%. Of this total volume, more than two-thirds came from organic user-generated discussions. The discussion patterns of student audiences showed clear differences compared to the previous year, while community pages played a noticeable role in shaping the overall end-of-school-year atmosphere on social media.

Buzzmetrics conducted this End-of-School-Year study to help brands and agencies gain clearer insights into emerging trends and notable changes in how different user groups discuss this special occasion.

How does the report help brands?

This report aims to help brands better understand users’ behaviors, attitudes, emotions, and expectations during the End-of-School-Year period. It also evaluates notable activities by brands and online sellers in previous years, thereby enabling brands to identify effective ways to leverage this occasion to reach their target audiences.

Specifically, the report helps brands understand:

• User behaviors and attitudes on social media during the End-of-School-Year period.
• Content strategies of community pages and how these pages create and drive trends.

Report language: Vietnamese
Number of pages: 35
Research period: February–May 2018 & 2019
Research methodology:
The report is based on keyword analysis using the Social Heat tool, drawing from End-of-School-Year–related discussions across social media platforms (Facebook, YouTube), forums, online news sites, review platforms, blogs, and e-commerce channels.

CONTENTS

Part 1: Context

Part 2: Students and the End-of-School-Year Period

Part 3: Alumni and the End-of-School-Year Period

Part 4: Parents and the End-of-School-Year Period

Part 5: The Role of Community Pages

Part 6: Conclusion

INTRODUCTION

Tet (Vietnamese Lunar New Year) is the most significant celebration of the year. Traditionally, Tet is a time for family reunions, festive activities, and preparations for the new year. It is also the peak sales season for many Tet-related industries and a prime opportunity for brands to reach and engage with consumers.

In 2017, Buzzmetrics recorded 40 Tet campaigns. This number increased to 59 in 2018 and reached 91 in 2019. Tet presents immense opportunities—but also intense competition. More brands are participating in Tet each year, and brands are increasingly leveraging Tet more effectively over time. So where will your brand stand in the Tet race?

Buzzmetrics conducted this Tet study to help brands and agencies gain a holistic view of consumers during the Tet period, illustrating the different “versions of Tet” experienced by various consumer groups through their interests and discussions on social media.

How does the report help brands?

This report is designed to help brands gain a deeper understanding of Vietnamese Lunar New Year, including discussion topics, user behaviors, and attitudes during this period. It also provides in-depth insights into the Tet perspectives of one of the most important target groups during this occasion—married women.

Based on these insights, the report helps brands identify effective ways to leverage Tet to reach their target audiences.

Specifically, the report helps brands understand:

• Key discussion topic clusters related to Tet
• In-depth analysis of representative discussion themes
• Tet-related discussions among married women
• Notable brand campaigns during Tet and key learnings from successful campaigns

Report language: Vietnamese
Number of pages: 150
Research period: January–February 2017, 2018 & 2019
Research methodology:
The report is based on keyword analysis using the Social Heat tool, drawing from Vietnamese Lunar New Year–related discussions across social media platforms (Facebook, YouTube), forums, online news sites, review platforms, blogs, and e-commerce channels. The study also incorporates desk research.

Tham khảo thêm: TẠI ĐÂY

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CONTENTS

Part 1: Overview of Discussions During Tet

Part 2: In-depth Analysis of Key Tet Discussion Topics
2.1. Financial Concerns During Tet
2.2. Self-care During Tet
2.3. Family Reunions vs. Travel
2.4. Tet Gifts

Part 3: In-depth Analysis of Consumer Groups During Tet
3.1. Married Women Aged 25–34
3.2. Married Women Aged 35–50

Part 4: Analysis of Brand Activities

Part 5: Conclusion

INTRODUCTION
Women-related days in 2019 (including March 8 and October 20) had a relatively short discussion period, lasting only about 1–2 weeks. However, up to 40 million discussions were generated within this short timeframe, coming from three main user groups: married people, people in relationships, and singles (“F.A”). The tone and sentiment of discussions varied across each group.

Buzzmetrics conducted this research on Women’s Day to help brands and agencies develop meaningful messages tailored to each distinct user group during this special occasion.

HOW DOES THE REPORT HELP BRANDS?
This report is designed to help brands gain a deeper understanding of Women’s Day (March 8 and October 20), including discussion topics, user behaviors, and attitudes during this period. At the same time, it evaluates notable activities by brands and online sellers. From there, brands can better leverage Women’s Day to reach their target customers.

Specifically, the report helps brands understand:

• Discussion topics among different user groups
• Notable brand activities during Women’s Day and key considerations when running campaigns for this occasion
• An overview of prominent activities by online sellers

Report language: Vietnamese
Number of pages: 40
Research period: 2019
Research methodology:
The report is based on keyword analysis using the Social Heat tool, drawing from discussions about Women’s Day across social media platforms (Facebook, YouTube), forums, online news sites, review platforms, blogs, and e-commerce channels, combined with desk research.

CONTENTS

Part 1: Overview

Part 2: Analysis of discussion topics by user groups
2.1. Married group
2.2. Single group
2.3. In-a-relationship group

Part 3: Analysis of online seller activities

Part 4: Analysis of brand activities

Part 5: Report summary

INTRODUCTION
Vietnamese Family Day is a long-established occasion, but it has yet to attract significant attention on social media. Nevertheless, it remains a special occasion with strong potential for brands to explore, thanks to discussion angles that differ from other family-related occasions.

The Family Day report aims to provide brands and agencies with a comprehensive view of this special occasion, offering deeper insights into user behavior as well as the key factors behind successful campaigns.

HOW DOES THE REPORT HELP BRANDS?
The report helps brands understand:

• The key interests and concerns of users during Family Day
• The most outstanding campaigns on social media during Family Day
• An overview of online sales activities

Report language: English
Number of pages: 45
Research period: June – July 2019
Research methodology: The report is based on keyword analysis using the Social Heat tool, drawing from discussions about Vietnamese Family Day across social media platforms (Facebook, YouTube), forums, online news sites, review platforms, blogs, and e-commerce sites.

INTRODUCTION

September 5th is the official school opening day; however, students usually return to school before this date. As each school has different regulations regarding the “return-to-school” schedule, the Back-to-School period is no longer a single day but has become an entire season of lively discussions on social media. Students and parents are the two major audience groups during this period, each with distinct expectations and attitudes toward the Back-to-School season.

Buzzmetrics conducted a study on the Back-to-School season to help brands and agencies gain a comprehensive understanding of consumers during this period.

HOW DOES THE REPORT HELP BRANDS?
This report helps brands understand:

• An overview of the Back-to-School season on social media
• User segmentation and analysis of online discussions
• An overview of campaigns and key learnings for brands

Report language: Vietnamese
Number of pages: 30
Research period: July – September 2019
Research methodology: The report is based on keyword analysis using the Social Heat tool, drawing from discussions about the Back-to-School season across social media platforms (Facebook, YouTube), forums, online news sites, review platforms, blogs, and e-commerce platforms.

CONTENTS

Part 1: Overview of the Back-to-School Season
Part 2: User Behavior
Part 3: The Role of Community Pages
Part 4: Brand Strategies

INTRODUCTION

In 2019, Father’s Day was the third largest family-related special occasion on social media. User-generated discussions accounted for up to 86% of total buzz, while only 3% of discussions were created by brands. Buzzmetrics conducted this study on Father’s Day to help brands and agencies understand how to connect with users during this special occasion.

HOW DOES THE REPORT HELP BRANDS?
This report aims to help brands gain a deeper understanding of Father’s Day, including discussion topics, user behaviors, and attitudes during this occasion. At the same time, it evaluates the most notable activities of brands and online sellers, thereby helping brands learn how to leverage Father’s Day to reach their target audiences.

Specifically, the report helps brands understand:

• Discussion topics among different user groups.
• Notable brand activities during Father’s Day and key considerations for running campaigns on this occasion.
• An overview of online selling activities and standout initiatives by online sellers.

Report language: Vietnamese
Number of pages: 52
Research period: June 2019
Research methodology:
The report is based on keyword analysis using the Social Heat tool, analyzing discussions about Father’s Day across social media platforms (Facebook, YouTube), forums, online news sites, review platforms, blogs, and e-commerce sites.

CONTENTS

Part 1: Overview of Father’s Day

Part 2: Analysis of discussion topics by user groups

• 2.1. Married users (More than just Father’s Day)
• 2.2. Single users

Part 3: Analysis of brand activities

Part 4: Analysis of online seller activities

Part 5: Report summary

INTRODUCTION

Christmas is always one of the major holidays of the year. On social media, the volume of discussions generated by Christmas is second only to Tet. Although it has religious origins, Christmas discussions are not confined to any single community. A diverse range of users engage in Christmas-related topics that are familiar and relatable.

Buzzmetrics conducted a study on Christmas to help brands and agencies gain a comprehensive understanding of this special occasion from the perspectives of users, brands, and online sellers.

HOW DOES THE REPORT HELP BRANDS?
This report is designed to help brands understand Christmas, including discussion topics, user behaviors, and attitudes during the holiday. It also evaluates notable activities of brands and online sellers, helping brands learn how to leverage Christmas to reach their target audiences.

Specifically, the report helps brands understand:

• Discussion topics across different user groups
• Notable brand activities during Christmas and key considerations for running campaigns during this period
• An overview of online selling activities and standout initiatives by online sellers

Report language: Vietnamese
Number of pages: 45
Research period: November 24 – December 31, 2019
Research methodology: The report is based on keyword analysis using the Social Heat tool, analyzing discussions about Christmas across social media platforms (Facebook, YouTube), forums, online news sites, review platforms, blogs, and e-commerce sites.

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CONTENTS

Part 1: Overview of Christmas

Part 2: Analysis of discussion topics by user groups

• 2.1. Single users
• 2.2. Married users

Part 3: Analysis of brand activities

Part 4: Analysis of community page activities

Part 5: Analysis of online seller activities

Part 6: Conclusion & Recommendations

INTRODUCTION

The Vu Lan season is one of the main Buddhist holidays. Compared to other family-themed occasions, Vu Lan generated a high volume of discussion (5.3 million buzz in 2018), second only to Vietnam Women’s Day (October 20). Vu Lan has religious origins, lasts about 1–1.5 months, and includes participation from Buddhist organizations (e.g., Buddhism Voice). These factors create a unique Vu Lan presence on social media, which can be challenging for brands seeking to engage users during this special occasion.

Buzzmetrics conducted a study on the Vu Lan season to help brands and agencies understand the influence of Buddhism Voice on this occasion, while highlighting the distinctive discussion behaviors of social media users.

HOW DOES THE REPORT HELP BRANDS?
This report is designed to help brands gain a deeper understanding of the Vu Lan season from a marketing perspective through analysis of:

• The overall timeline and audience participating in Vu Lan discussions
• The influence of Buddhist organizations
• Discussion characteristics of different user groups
• Brand activities and opportunities

Report language: Vietnamese
Number of pages: 42
Research period: June 22 – July 22 (Lunar calendar) 2017 & 2018
Research methodology: The report is based on keyword analysis using the Social Heat tool, analyzing discussions about the Vu Lan season across social media platforms (Facebook, YouTube), forums, online news sites, review platforms, blogs, and e-commerce sites.

CONTENTS

Part 1: Overview of the Vu Lan season

Part 2: Characteristics of Vu Lan discussions

• Buddhism voice
• Consumer voice
• Online seller voice
• Brand voice

Part 3: Conclusion & Opportunities for Brands

INTRODUCTION

Among school-related special occasions, November 20th (Vietnamese Teachers’ Day) generates the highest volume of discussion (11 million buzz in 2017 and 17 million buzz in 2018). User-generated content is often highly invested and proactive (98% of posts are direct wall posts; 51% of posts are personal messages or storytelling with a strong personal touch). Notably, discussions differ between students and alumni, which can influence how brands approach each group.

Buzzmetrics conducted research on November 20th to help brands and agencies gain a comprehensive understanding of user behavior during this special occasion, focusing on the main platforms used by each user group.

HOW DOES THE REPORT HELP BRANDS?
The report helps brands understand user behavior, attitudes, and sentiments on Vietnamese Teachers’ Day. It also evaluates prominent activities of brands and online sellers in previous years, providing guidance on how to leverage Teachers’ Day to reach target customers. Specifically, the report helps brands understand:

• Behavior and attitudes of each user group on social media during Vietnamese Teachers’ Day.
• Key activities of brands during Vietnamese Teachers’ Day in 2017 and 2018, and points to consider when running campaigns on this day.
• Overview of notable online seller activities.

Report language: Vietnamese
Number of pages: 45
Research period: November 2023
Research methodology: The report is based on keyword analysis using the Social Heat tool from discussions about November 20th across social media platforms (Facebook, YouTube), forums, news sites, review sites, blogs, and e-commerce platforms.

CONTENTS

Part 1: Overview of Vietnamese Teachers’ Day on Social Media

Part 2: “Congratulations on 20/11” – Analysis of the Main Platform on November 20

Part 3: “Memories” – Analysis of the Main Platform Used by Alumni

Part 4: Music/Entertainment – Analysis of the Main Platform Used by Students

Part 5: Analysis of Brand Activities

Part 6: Analysis of Online Seller Activities

INTRODUCTION

Social media is rapidly transforming special occasions. Some events are beginning to replace or shift in meaning. For example, April Fool’s Day 2018 has evolved into a “National Confession Day” rather than the traditional “International Prank Day.” Valentine’s Day 2019 is no exception to this trend. In 2019, only 14% of discussions came from couples in romantic relationships, while individuals with families accounted for as much as 60% of the discussions!

What is happening with Valentine’s Day? Does this shift create new opportunities or close doors for certain brands and industries?

WHAT DOES THE REPORT OFFER TO BRANDS?

This report is designed to help brands gain a clear understanding of Valentine’s Day, including the topics of discussion, user behaviors, and attitudes during this occasion. It also evaluates notable activities of brands and online sellers, providing insights on how to leverage Valentine’s Day to engage target customers effectively.

Specifically, the report helps brands understand:

• Discussion topics among different user groups.
• Key activities of brands during Valentine’s Day and important considerations for running campaigns on this occasion.
• An overview of online sellers’ activities and notable campaigns.

Report Language: Vietnamese
Number of Pages: 45
Research Period: February 2019
Research Methodology: The report is based on keyword analysis using the Social Heat tool, collecting discussions about Valentine’s Day from social media (Facebook, YouTube), forums, news sites, review platforms, blogs, and e-commerce sites.

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TABLE OF CONTENTS

Part 1: Overview of Valentine’s Day

Part 2: Analysis of Discussion Topics by User Groups
2.1. Users with Families
2.2. Single Users (“F.A”)
2.3. Users in Romantic Relationships

Part 3: Analysis of Brand Activities

Part 4: Analysis of Online Seller Activities

Part 5: Report Summary & Key Insights

INTRODUCTION

Tet (Lunar New Year) has always been the most important holiday in Vietnam, generating massive discussions on social media. It is not only a time for family reunions but also an opportunity for brands to engage consumers with creative campaigns.

In 2020, Tet took place in a context where social media users actively shared topics such as Tet gifts, home decorations, traditional cuisine, and New Year wishes. Discussions were generated by various user groups: those with families, singles, and couples. This diversity provides opportunities for brands to craft messages tailored to each audience.

WHAT THE REPORT HELPS BRANDS WITH

The Tet 2020 report aims to help brands and agencies:

• Understand the key discussion topics during Tet on social media.
• Identify main user groups and the nuances of their discussions.
• Evaluate the activities of brands and online sellers during Tet.
• Recognize opportunities to connect with target audiences through relevant Tet campaigns.

CONTENTS

Part 1: Overview of Tet 2020 Discussions
1.1 Discussion Overview
1.2 Brand Activities During Tet
1.3 Impact of COVID-19 on Tet 2020

Part 2: Tet Spending and Shopping

Part 3: Tet Food and Dining

Part 4: Family Reunions and Travel

HOW THE REPORT HELPS BRANDS

The report is designed to help brands gain a clear understanding of the Mid-Autumn Festival as well as the discussion topics, behaviors, and attitudes of users during this occasion. At the same time, it evaluates the standout activities of brands and online sellers in previous years, helping brands know how to leverage the Mid-Autumn Festival to reach their target audience.

Specifically, the report helps brands understand:

• The behaviors and interests of different user groups on social media during the Mid-Autumn Festival.
• The standout activities of brands during the Mid-Autumn Festival and key considerations for running campaigns on this occasion.
• An overview of online seller activities and their standout initiatives.

Report language: Vietnamese
Number of pages: 65
Research period: July 10, 2019 – September 10, 2019
Research methodology: The report is based on keyword analysis using the Social Heat tool from discussions about the Mid-Autumn Festival on social media (Facebook, YouTube), forums, news sites, review sites, blogs, and e-commerce platforms.

CONTENTS

Part 1: Context of the Mid-Autumn Festival

Part 2: Consumer Behavior Analysis
2.1. Analysis of discussions among users with families
2.2. Analysis of discussions among users without families
2.3. Analysis of discussions about mooncakes
2.4. Analysis of discussions about gifts

Part 3: Analysis of Community Page Activities

Part 4: Analysis of Brand Activities

Part 5: Analysis of Online Seller Activities