Welcome to the latest EnSpire, our proprietary quarterly consumer tracking study in China.
Coca-Cola, Disney Lead Digital Engagement in China For Q2
In R3's latest wave of EnSpire research, it was Coca-Cola's Olympics campaign that led in terms of awareness, engagement and involvement in Q2 of 2016. The campaign was a local iteration of their global "That's Gold" platform, aimed at tapping into the Chinese Olympic experience with a message that gold is more about just winning, but sharing the dream with family and friends. Second place in overall impact goes to Disney, who opened their first theme park in mainland China earlier this summer. In addition to working with the biggest TV and online channels, they organized a Flash Mob in Pudong Airport to generate public interest.
The remaining top 10 are rounded out largely by sports, beauty and food brands, with notable campaigns from Nike, Oreo and several others.
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.