BMW, Mercedes and Apple lead Digital Engagement in China
In the latest wave of consumer tracking in R3's proprietary "EnSpire" research, two top German auto brands and Apple lead the way.
 
 
BMW's story is quite a remarkable one - it fails to rank in the top ten in terms of awareness, but amongst who have seen
their campaigns, it leads in terms of engagement, and is
ranked 2nd only to Mercedes in terms of involvement.

Apple continues to rely on strong recall, but does not perform as well on Brand Involvement, where it is led by Nike, Samsung, adidas and others.

Two companies that need to work on their messaging, KFC
and Samsung, rank at the top of awareness, but are not connecting with consumers with their messaging, compared to
other brands.
To see the full ranking of the Top 50 brands online in China, click here.
 
 
 
1  
BMW
2  
Apple
3  
Mercedes-Benz
4  
KFC
5  
Samsung
6  
adidas
7  
Volkswagen
8  
Yili
9  
Burberry
10  
Nike
 
 
 
Apple, VW, Kinder leading on digital ROI
R3 works closely with iResearch, the leading Digital Spend Tracking firm in China each quarter. In the latest wave of analysis, we can see that several brands (Apple, VW, Louis Vuitton and Kinder) have achieved outstanding online engagement with the smallest of investment spends. All are heavily working their own and earned media to optimize their cost efficiency.
 
 
 
2014 Q3 Digital enspire index vs. Digital Media Spending
 
 
 
 
 
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.
For more information: write to carrie@rthree.com
 
 
www.rthree.com @R3WW
   
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