Welcome to the latest EnSpire, our proprietary quarterly consumer tracking study in China.
Beauty, Auto Brands Leading Digital in China
In the final EnSpire index ranking of 2016, beauty brand Olay was the front runner with Chinese consumers in terms of awareness, involvement and engagement in the digital advertising space, followed closely by BMW and Mercedes Benz. When broken down by campaigns in Q4, Olay's "The Secret of Beauty" came in second to Master Kong's Jasmine Tea campaign. Chocolate brands also had a strong showing in the top campaigns list, with M&Ms and Kinder both in the top ten.
To see the full results of the top 50 brands in China, 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.