Welcome to the latest EnSpire, our proprietary quarterly consumer tracking study in China.
Coca-Cola, L’Oreal and Dior lead China Digital
In the latest wave of R3’s EnSpire research, it was Coca-Cola’s loveable Chinese New Year campaign than led more than 200 others in terms of awareness, engagement and involvement through the first quarter of 2016. A reprise of the 2015 work, the campaign narrowly pushed past Pepsi’s CNY effort for overall impact. In forth place this month was a new campaign from L’Oreal Paris featuring models Fan Bing Bing and Li Bing Bing, which was the highest performing cosmetics spot this year. Finally, Dior’s Fashion Week online blitz saw it leading all other luxury brands with strong engagement and involvement.
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.