YouNet Medie - a social media data analysis platform - has just released its Corporate Social Responsibility (CSR) Campaign Report for the first half of 2024. The report ranks and analyzes 20 typical and outstanding campaigns on social media based on 3 factors including influence, brand recognition in the campaign and user sentiment and love.

From there, we provide trends and recommendations for businesses to create a widespread and successful CSR campaign.

Which CSR campaign was the most successful in the first half of 2024?

The report synthesizes data from 2 million publicly collected discussions from social media platforms such as Facebook, TikTok, YouTube, Online News...

Among the 157 CSR campaigns of 108 brands analyzed, "KUN Milk For Children" of the KUN brand recorded outstanding spread with more than 887,700 discussions and 482,800 participants.

The campaign called on the online community to share posts with the hashtag #SuaKUNchoem, corresponding to each milk box given to children in the highlands, resulting in half a million milk boxes being delivered to children.

According to YouNet Medie, the success comes from the fact that this brand has effectively utilized social networks, helping the CSR campaign spread more strongly, promoting interaction and trust from the community.

Following behind were Heineken's "Smooth party, comfortable driving" and Thien Long's "Support for exam season 2024", reaching 334,000 and 200,000 discussions on social media, respectively. Both campaigns demonstrate the brands' perseverance and consistency in building and maintaining social values ​​through CSR activities.

According to Younet experts, the common point of both campaigns is that they are both associated with the spirit that the corporations have built and maintained for many years, through many campaigns. With Heineken, it is the spirit of responsible drinking and with Thien Long, it is the 23-year series of accompanying the exam support activities.

In 4th place, Hoa Sen Group 's "Vietnamese Family Home" campaign attracted more than 100,000 discussions from TikTok alone. As a reality TV show, "Vietnamese Family Home" made good use of reposted content excerpts on TikTok to attract strong interactions and spread.

Hoa Sen Group's TikTok account alone received more than 16,800 discussions from this content.

New trends in CSR campaigns

Based on an in-depth analysis of the top 20 successful CSR campaigns, YouNet Media's report has summarized some new trends in current CSR campaigns.

Firstly, in terms of communication channels, businesses are showing their ability to effectively utilize the TikTok social networking platform, demonstrating TikTok's power in spreading CSR messages.

Second, in terms of communication activities, CSR campaigns increasingly have many new and creative forms to diversify the way messages are spread to the community, such as combining online activities (minigames, collaborating with KOLs) and offline activities (music nights, interactive festivals, outdoor advertising) to achieve maximum effectiveness.

Third, to create a distinct "highlight", more and more CSR campaigns choose to cooperate with celebrities to increase recognition, increase spread, credibility and inspire.