Welcome to the latest EnSpire, our proprietary quarterly consumer tracking study in China.
Samsung, Budweiser and Apple Lead China Digital Engagement
In our latest wave of research, Samsung’s S6 launch gained the top spot of 150 campaigns tested. The online campaign cleverly localized from global work with Rita Ora to Chinese celebs Tan Wei Wei (a participant on ‘I am a Singer’) & Sisi Qiu (a ballerina), More importantly, Samsung went deeper into functional product advantages including the sidebar display, wireless charging and the wider screen, matched with an aggresive Use Generated Content campaign, “The Colors of S6”.
Meantime, Budweiser ranked amongst the top marketers online in terms of engagement for the first time. To celebrate their 140 year heritage, they launched a highly integrated campaign, based on social participation on what consumers insist on in their daily life. More than thirty “1876” parties were held across China, with AB InBev also activating KOL’s, Wu Xiaobo (a writer) and Ren Xianqi(a singer) to come to St Louis, the home of the brand and share content. Awareness of the campaign was actually relatively low, but engagement and involvement scores were so strong, the work was an overall success.
Skincare Brands Not Connecting
Not every brand’s online messaging is cutting through, in our study’s L’Oreal’s Maybelline and L’Oreal Paris brands ranked amongst the lowest in terms of our EnSpire index, despite heavy media investment. Nivea was also amongst the lowest performing brands. Dairy competitors Yili and Mengniu also ranked lower down, with their current digital work not impacting the respondents we interviewed.
To see all the results of the recent wave, 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.