Welcome to the latest EnSpire, our proprietary quarterly consumer tracking study in China.
FMCG Digital Ad Awareness Is Falling in China
Every quarter in 2016 saw digital ad awareness for FMCG brands in China on the decline -- a revelation that comes amid global reports that FMCG companies are losing market share to smaller, local competitors. In the year-end report for EnSpire, five of the top 10 brands for unaided digital ad awareness were in the luxury sector. Coca-cola (the only FMCG on the list) managed to stay at the top-of-mind for Chinese consumers, due in large part to the strong performance of the beverage giant's 2016 Olympics advertisements.
Electronics companies Samsung and Huawei also made the top 10 brands, in addition to the lone sports brand in third place -- Nike. According to EnSpire data, FMCGs spend the most money per 1% of digital ad awareness of any category tracked, over 2000% more per 1% of awareness than luxury brands, who are currently gaining steam in the digital ad space in China.
To see the full list of EnSpire rankings for 2016, 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.