Now in its fifth season, the BSI Awards continues to reinforce its position as Vietnam's premier award honoring excellence in Social Media Marketing. With its new positioning, "Social-First. Real Impact.", BSI Awards 2026 celebrates campaigns that place social media at the heart of their strategy while delivering tangible impact for brands, businesses, and communities.

Inspired by the individuals and organizations shaping the future of the industry, this year's theme, The Wave Shapers, honors brands, agencies, marketers, and creators who have driven meaningful trends and transformed the digital landscape over the past year.

BSI Awards 2026 attracted submissions from many of the market's leading brands and agencies. Following two rigorous judging rounds that combined social media data analysis with expert evaluation from the Jury Council, the year's most outstanding brands and campaigns were selected.

The Organizing Committee is pleased to announce the winners across each award category:

The New Contributor category recognizes brands that made their first appearance in the BSI Top10 Rankings - emerging names that quickly created a strong impact on social media through highly engaging campaigns and meaningful community connections. BSI Awards is pleased to announce the winners of the New Contributor category: Somersby with the campaign “Khỏi Rườm Rà, Ngon Quá Đã”, MSB with the campaign dịch “Tết Có Lời Cùng MSB”, and BYD with the campaign dịch “BYD SEALION 6 Launching Campaign”.

The 𝐂𝐨𝐦𝐦𝐞𝐫𝐜𝐢𝐚𝐥 𝐒𝐡𝐨𝐰 𝐨𝐟 𝐭𝐡𝐞 𝐘𝐞𝐚𝐫 category was introduced to the BSI Awards in recognition of the rapid digital transformation of television entertainment and its profound impact on consumer engagement. The BSI Awards Organizing Committee is pleased to congratulate Em Xinh “Say Hi”, created and produced by DatVietVAC, on winning the Commercial Show of the Year award. This category recognizes the entertainment program that has generated the most outstanding impact and influence across social media.

The Best Advocacy & Influencer Strategy was dominated by brands in the dairy category, with Vinamilk Optimum taking Gold and Aptamil receiving Silver.

The inaugural The Best A.I-Powered Social Media Campaign category recognized innovative applications of artificial intelligence in marketing. The standout winner was Manulife, whose campaign transformed health reminders into catchy songs that resonated with audiences.

The Best Innovative Social Media Campaign did not award a Gold winner this year. P/S received the Silver Award for its campaign "Tet Cong Nu Cuoi, Tru Ngan Khoang Cach" (More Smiles This Tet, Fewer Distances Between Generations), which sought to bridge generational gaps through meaningful conversations.

The Best Event With Social Media Strategy recognized three winning campaigns, each engaging young audiences through distinctive approaches. Red Bull celebrated the uplifting power of music, OMO inspired fearless participation through its "Dirt is Good" spirit, while KitKat highlighted the value of meaningful family "Me Time".

In The Best Societal Impact Campaign, alongside established brands OMO and Manulife, Organon was honored for its "Yeu Thong Tha" (Love at Your Own Pace) campaign. The initiative addressed the sensitive topic of contraception with empathy and a deep understanding of women's perspectives.

The Best Social & Commerce Integration concluded with a highly deserved Gold Award for Jollibee Xmas Reindeer, a campaign that went viral across multiple social media platforms thanks to its memorable plush reindeer characters.

The Gold Award for The Best Social Media Campaign was presented to Bosch for its Rule Like a Bosch campaign. The campaign marked the brand's bold step beyond its traditionally conservative marketing approach to connect authentically with younger audiences.

The two highest honors of BSI Awards 2026 were Marketer of the Year and Agency of the Year:

Marketer of the Year recognizes the brand that demonstrated exceptional innovation and achievement in marketing. This year's award went to OMO, which earned Gold in The Best Societal Impact Campaign for "Gieo Trieu Mam Xanh Phu Van Canh Rung" (Planting Millions of Green Seeds Across Thousands of Forests) and Silver in The Best Event With Social Media Strategy for "Cung OMO, Choi La Chat – Ngai Gi Ban!" (Play with OMO – Don't Be Afraid to Get Dirty!).

Agency of the Year was awarded to PURPOSE.ANT, whose creative contributions helped deliver two award-winning campaigns: La Vie's "Yen", which received Silver in The Best A.I-Powered Social Media Campaign, and Red Bull's "Ban Linh Toi Cung – Huc Toi Di" (Charge Ahead Fearlessly), which won Gold in The Best Event With Social Media Strategy.

The Organizing Committee would also like to extend its sincere appreciation to Bowmore, the Spirit Fellow of BSI Awards 2026. Through its message, "Unlocking Layers of Excellence," and its philosophy of Crafted With Intent, Bowmore enriched this year's awards with not only refined experiences but also a shared spirit of craftsmanship and purpose.

The Committee also thanks its Media Partners, Brands Vietnam and Advertising Vietnam, for helping amplify the message "Social-First. Real Impact." throughout this year's awards journey.

Finally, the Organizing Committee would like to express its gratitude to the partners who helped create an exceptional BSI Awards 2026 experience:

* WooHoo Agency – Event Partner

* Mango Digital – Creative Partner

* YouNet AM and YouNet Media – Group Partners