SAMSUNG, APPLE & XIAOMI'S LEAD ONLINE
ENGAGEMENT IN CHINA

In the latest wave of R3's proprietary digital tracking, tech giants Samsung and Apple are fighting disparate players such as local mobile phone brand Xiaomi, KFC, VW and Coca-Cola for digital dominance, according to a recent study in China. Samsung used Voice of China star MoMo Wo to generate massive awareness and interest.

Local brand Xiaomi was the fastest mover this wave, performing exceptionally well based on a new campaign "Xiaomi is so fast". The campaign encouraged users to spread the message virally in order to gain access to a lucky draws for phones.

To download the full Top 50 brands summary, click here.

 

NOW WITH CAMPAIGN TRACKING.
From this wave onwards, we're now measuring the consumer feedback on more than 100 digital campaigns from more than fifty companies. Through a positive partnership with iResearch for media spend and Meihua for campaigns, we are now able to truly model which campaigns are more effective and why. For example, Haier's work in this wave performed low in awareness, but those that saw it were highly engaged
 
DIFFERENT BRANDS RESPOND BETTER TO
DIFFERENT DIGITAL MEDIA
This new study also showed major differences across brands in terms of different media. Apple proved to be weakest in recall on online video, and indexed most strongly on Apps. Nike, meantime, over-indexed on WeChat. Nike’s approach to WeChat is a lot more inclusive and engaging than others in China right now.
 
TOP THREE MEDIA FOR CHINESSE
UNDER 30 ARE ALL DIGITAL
For this wave, R3 also asked each individual to name their three most consumed media sources. While TV still leads the way for the older generation, it doesn’t rank at all in the top three choices for those under 30. It’s ironic that TV still takes the lion’s share of media budgets – even for youth oriented brands – and yet China’s youth have clearly moved on in the last two years.
AGE GROUP TOP 3 CHANNELS (USING OVER 1 HOUR PER DAY)
18-20
21-25
26-30
31-35
36-40
41-45
 
 
 
R3 is a global marketing consultancy focused on improving the effectiveness and efficiency of marketers and their agencies. Founded in 2002, we work with eight of the world's top twenty global marketers.
Through our regular "AgencyScope" research ,now covering more than 1,000 marketers in China, India and other markets, we are learning about true client preferences for the best local agencies in each market and helping agency holding groups form strategic partnerships with the best local agencies.
For more information: www.rthree.com or write to talia@rthree.com
 
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