Welcome to the latest EnSpire, our proprietary quarterly consumer tracking study in China.
Gucci, Armani Lead Luxury Menswear Brand Awareness, Perception in China
This month, we narrow in on the luxury sector, which is recovering from some tough declines in past years. In our most recent wave, we analyzed in detail the performance of eleven of the strongest brands in this space in China. Amongst those, Gucci led the way in terms of overall awareness online, followed closely by Armani and Hermes. When we probed deeper into Favorite Brand Online, the positions were reversed with Armani leading the way.
See below for both charts.
A standout campaign for Gucci this month was the “No Longer / Not Yet” art exhibition at the Shanghai Minsheng gallery. Through a clever integrated online campaign, Gucci was able to share the curation nationally and globally through strategic KOL’s as well as through Weibo, WeChat and Baidu. The Italian company also partnered with Uber and other celebrities to create stronger engagement and drive recall. Amongst the hundreds of campaigns R3 reviewed, this was one of the strongest performers.
See some of the campaign elements 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.