Welcome to the latest EnSpire, our proprietary quarterly consumer tracking study in China.
Dove, Maybelline and Samsung’s New Campaigns Lead Online in China
In this wave, we tracked Awareness, Involvement and Engagement of over 200 individual campaigns across 17 categories.
Mars’ Dove Chocolate campaign came through first in awareness with a strong campaign featuring Angelababy and Li Yi Feng, developed by BBDO Beijing.
However, it was Maybelline’s work for their new BB app that performed stronger than any other in terms of Engagement – the app has already had 10m downloads in China.
Finally, Samsung’s new work for the Galaxy, using striking natural images, became the most involving work in China this quarter – driving the most click throughs and actions.
Rounding out the top ten was work for VW, Coca-Cola, Mengniu, Apple, Yili and Dumex.
See more below.
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.