Mid-Autumn Festival 2018

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.