Welcome to the latest EnSpire, our proprietary quarterly consumer tracking study in China.
See How Ferrero, Mercedes and MHD Lead on Digital Engagement
This month, we look at some brands with smaller investments online that have achieved strong engagement and involvement in our latest wave.
Ferrero Rocher doesn’t rank amongst the top brands in terms of awareness, but its scores are so strong on likeability, clickability and involvement, they lead all brands in China. The recent Ferrero “Happiness Note” campaign encouraged users to post on their moments how long they had been with their current partner. And the “Love Mother” campaign optimized the Mother’s Day gifting time. Combined with other work, Ferrero led Mercedes and MHD’s Bailey’s amongst all other contenders. Bailey’s also led the way in terms of Involvement, with a series of new online initiatives.
Rio, Coca-Cola Leading on Weibo, WeChat
New drinks brand Rio (WeChat) and Coca-Cola (Weibo) were first mentioned in our research across 20 cities in terms of recall. Both have developed strong “evergreen” work that continues to connect daily with China’s consumers.
To see more on Coca-Cola’s Share a Coke campaign , 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.