Welcome to the latest EnSpire, our proprietary quarterly consumer tracking study in China.
Samsung, Heineken and JiaDuoBao Lead China Engagement in Q3
Amongst the hundreds of brands battling for awareness, engagement and involvement in China’s Digital and TV landscape, three companies stood out in the last three months for their efforts.
Firstly, amongst all creative work R3 tested, the Samsung “Proud for Beijing” work touched a lot of nerves, ranking #1 in China for the third quarter. The campaign was linked to Beijing’s confirmation of the Winter Olympics, and was the strongest on all three factors amongst respondents. Other messaging that performed well included the new Mercedes Benz campaign “The Road” and Mengniu’s new yoghurt launch.
While all three of these brands ranked in the Top Ten Enspire Index for Q3, it was Dutch beer Heineken that emerged on top, ahead of McDonald’s and Chips Ahoy. Heineken’s digital work for “Open Your City” gave people content to enjoy after hours, and was well matched with a number of O2O initiatives, partnering with Tabbedout in selective markets.
This quarter, we also returned to TV, to look more closely at the most engaging programs and the sponsor recall associated with them. Local tea leader JiaDuoBao, a long term investor in the Voice of China, continued to lead recall amongst respondents, who correctly connected the brand and the show, closely followed by Yili and Vivo.
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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.