Welcome to the latest EnSpire, our proprietary quarterly consumer tracking study in China.
Brands Focusing on Storytelling in China
Brands in China are increasingly focusing on storytelling as a key approach to building emotional connections with their consumers, according to R3's most recent EnSpire report. In order to tell stories that really resonate with consumers, most brands tend to craft their stories around holidays or other key cultural moments or public figures.
In the leading campaign of Q4 2017, OPPO leveraged the famous singer, Jay Zhou. By recreating one of Jay Zhou’s famous songs, OPPO created a short film to connect with his fans. The film focused on an old couple rediscovering their memories through a Jay Zhou song. After the video was released, it became a trending topic on Sina Weibo and WeChat Moments.
In addition to the focus on storytelling, other big trends in Q4 included collaboration with new media platforms, gamification, sponsorship programs and linking e-commerce with seasonal campaigns.
Other brands included in the top ten campaigns of Q4 include Airbnb, Tiffany, Adidas, Nike and New Balance.
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.