Q4 2013
In this month ,we look more closely at WeChat and its power for brand recall.
In the latest wave of our EnSpire tracking research, WeChat only scored a 18% recall by consumers when they consider the source of their digital awareness
While this is a 25% increase over the previous wave, it still lags the strength of Online Video (55%), Portals (37%) Social Networks (33%) and Weibo (32%)
Consumer platform preference evolvement Q3 vs Q4
Where did you see these brands digital campaigns?
(Consumer responses multichoices)
In this latest wave, while KFC led all brands in China on digital awareness, Samsung led the overall Digital Engagement index - with the launch campaign for the new Galaxy Note Gear performing extremely well, particularly with young men. The fastest riser this month was Dove Chocolate, moving from #11 to #5, with two celebrity-driven campaigns, one of which featured Chinese actress Tang Wei. Dove did particularly well with younger audiences, ranking second of all campaigns in China for the 20-25 year old target.
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.r3ww.com or write to talia@r3ww.com
  You have received this email because you are subscribed to EnSpire If you would like to change your language or email address, please Click here