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.
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.
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.