Welcome to the latest EnSpire, our proprietary quarterly consumer tracking study in China.
VW, Coca-Cola and BMW Lead Engagement Online This Quarter in China
As we move towards Chinese New Year, it’s the first time two German automotive companies have made it into the top ten list , with new digital work for VW and BMW leading on awareness, involvement and engagement. Both launched new vehicles during this phase, and in our interviews with 3,000 consumers, there was strong connections and interactions.
Splitting the two German marques in second place was Coca-Cola, who ranked number one of all brands in terms of involvement. Their new work for Christmas was amongst the highest performing campaigns we measured. Coke have been a consistent performer in the top position, by building an integrated approach to digital, ensuring that netizens will want to share their work, and gain some value from doing this.
For all of this wave’s results, click here to find out more.
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.