Top 20 most discussed social responsibility campaigns on social media.

This provides 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?

This report compiles data from 2 million publicly collected discussions across social media platforms such as Facebook, TikTok, YouTube, and Online News.

Among the 157 CSR campaigns of 108 brands analyzed, the "KUN Milk for Children" campaign by the KUN brand recorded outstanding reach with over 887,700 discussions and 482,800 participants.

This campaign encouraged the online community to share posts with the hashtag #SuaKUNchoem, with each box of milk donated to children in mountainous areas contributing to the distribution of half a million boxes of milk to children.

According to YouNet Medie, the success stems from the brand's effective use of social media, which helped the CSR campaign spread more widely, fostering interaction and trust within the community.

Following closely behind were Heineken's "Enjoy a Smooth Party, Drive Comfortably" campaign and Thien Long's "Supporting Students During Exams 2024" campaign, which garnered 334,000 and 200,000 social media discussions respectively. Both campaigns demonstrated the brands' persistent and consistent commitment to building and maintaining social values ​​through CSR activities.

According to Younet's experts, the common thread between these two campaigns is their connection to the spirit that the corporations have built and maintained over many years and through numerous campaigns. For Heineken, it's the spirit of responsible drinking, and for Thien Long, it's their 23-year partnership with the exam support program.

In fourth place, Hoa Sen Group 's "Vietnamese Family Home" campaign attracted over 100,000 individual discussions on TikTok. As a reality TV show, "Vietnamese Family Home" effectively utilized reposted content clips on TikTok to generate engagement and widespread reach.

Hoa Sen Group's TikTok account alone has generated over 16,800 discussions stemming from these posts.

New trends in CSR campaigns

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

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

Secondly, in terms of communication activities, CSR campaigns are increasingly taking new and creative forms to diversify the ways of spreading messages to the community, such as combining online activities (minigames, collaborations with KOLs) and offline activities (music nights, interactive events, outdoor advertising) to achieve maximum effectiveness.

Thirdly, to create a distinctive "highlight," more and more CSR campaigns are choosing to collaborate with celebrities to increase awareness, reach, credibility, and inspire.