Welcome to the latest EnSpire, our proprietary quarterly consumer tracking study in China.
Coca-Cola Lead Online in China, VW and BMW Struggle for ROI
In the latest wave, Coca-Cola’s Chinese New Year campaign proved to be the most impactful in terms of Awareness, Engagement and Involvement. Coke performed particularly high on shareability, with consumers spontaneously recalling the campaign and mentioning they forwarded it on WeChat and other media. During the intense marketing of the CNY period, the brand emerged as the leader.
Mengniu’s latest campaign “Choose a Side” also was one of the best performed campaigns during the last three months. On the areas of credibility, memorability and engagement, it delivered well above R3 benchmarks.
Several auto companies found this a challenging period to build engagement online to the same extent. Both VW and BMW made substantial digital investments, both amongst the ten largest advertisers, yet recall and involvement was below our benchmarks. As we deliver the Q2 results next month, we will closely follow their progress.
For the full summary chart of all brands, see below.
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.