The completion of Q3’s EnSpire tracking revealed that brands’ Olympic advertising efforts are still resonating heavily with Chinese consumers. While Coca-Cola led the overall brand rankings for digital awareness, engagement and involvement, when broken down by the top 10 individual campaigns, Coke’s “That’s Gold” Olympic campaign slipped from their Q2 spot of first place down to fourth. This round’s top campaign, which came from beauty brand Olay, was another Olympic spot. Their message of “You are more than just you,” highlights several Chinese female Olympians and tell consumers to be a champion in ordinary life, not just when competing in the spotlight.
The top 10 also include Olympic campaigns from BMW, Samsung, Tsingtao Beer and Pepsi.
To see the full results of the top 50 brands in China, click here.
