Background:

Ferrero was late to invest in digital marketing, relying more on television advertising as a number of other FMCG brands had for years.  They now saw the need to better benchmark and measure what they do.

Approach:

The chocolate company was one of a number of subscribers to R3’s Enspire, an ongoing cross category consulting study on Digital Engagement in China.  A one of 150 brands in the study, the company was able to benchmark themselves against the category and against the industry.

Result:

The brand now enjoys some of the highest Digital Engagement and Involvement scores across all categories and has moved ahead of Mars and Hershey in terms of recall and likeability.