Welcome to the latest EnSpire, our proprietary quarterly consumer tracking study in China.
CNY Campaigns Resonate With Chinese Consumers in Q1
The completion of Q1's EnSpire tracking revealed that brands' Chinese New Year advertising efforts are still resonating heavily with Chinese consumers. While Adidas led the overall brand rankings for digital awareness, engagement and involvement, when broken down by the top 10 individual campaigns, it was Disney's Year of the Rooster campaign that took the top spot. The Adidas "One in a Billion" campaign came in at number four in this round of tracking. While it wasn't a CNY-themed campaign, the spot centered around athleticism as an expression of individual style.
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.