Dec, 2015

Welcome to the latest EnSpire, our proprietary quarterly consumer tracking study in China.
KFC, Coca-Cola leading on Social in China

In the latest wave of our proprietary research on Digital Engagement in China, we’re exploring overall awareness and recall of Weibo and WeChat, and digging deeper into how Coke makes such an impact online.

Firstly to the social feeds – when asked about which brands they actively follow, KFC was mentioned by 40% of WeChat and 31% of Weibo followers respectively. They have achieved this through a strong use of couponing on both platforms, which is proving to be a challenge to the brand’s overall Engagement and Involvement. Put simply, the brand recall is there, but the love isn’t – with other brands polling stronger for their messaging takeout

And one of the strongest brands on all three levels is of course Coca-Cola. The latest campaign on Movie Quotes is a natural flow on from their Nickname and Lyrics campaigns, It works on six levels:

  • Viral videos lead the way – Coca-Cola created awareness for the campaign via creative viral videos run on TV and OTV, introducing the audience to the new campaign through creative story-telling.
  • UGC campaign elevates engagement – Coke partnered with Youku to host UGC videos, guiding the audience to watch more, upload them via the Kaipai app, and vote on their favorites.
  • Effective and timely social media content support – The brand released creative and relevant Weibo posts to attract audience and familiarize them with the Movie Quotes Bottles.
  • Partner with new movie releases – Coke produced new Movie Quotes Bottles featuring its partner movies’ quotes to create buzz online together with the movies’ Weibo accounts.
  • Creative use of GIF on social media – The brand adopted this creative use of partially moving pictures to promote the campaign to garner audience attention.
  • Offline events trigger more engagement – The campaign also coordinated with many offline locations such as universities and movie theaters to host a series of activities to promote the bottles.  

To see all the results of the recent wave, click here.

EnSpire is a proprietary quarterly consumer tracking study conducted by R3 in China to measure the ENgagement and aSPIRation of brands online.
From digital awareness, involvement and enagement, we aim to bring more transparency to the investment made in Earned, Own and Paid media.
A panel of 3,000 consumers in 20 cities respond to our survey.
In addition, we invest in media and creative tracking to 'close the loop' on the cause and effect of brand engagement.
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