Welcome to the latest EnSpire, our proprietary quarterly consumer tracking study in China.
Olympic Campaigns Continue to Dominate Digital in China
The completion of Q3's EnSpire tracking revealed that brands' Olympic advertising efforts are still resonating heavily with Chinese consumers. While Coca-Cola led the overall brand rankings for digital awareness, engagement and involvement, when broken down by the top 10 individual campaigns, Coke's "That's Gold" Olympic campaign slipped from their Q2 spot of first place down to fourth. This round's top campaign, which came from beauty brand Olay, was another Olympic spot. Their message of "You are more than just you," highlights several Chinese female Olympians and tell consumers to be a champion in ordinary life, not just when competing in the spotlight.
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.