Ferrero was late to invest in digital marketing, relying more on television advertising than a number of other FMCG brands had for years. They saw the need to better benchmark and measure what they do.
Ferrero 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.
“R3 was very helpful. As we did the pitch with three digital agencies, R3 was very efficient on the digital part, providing a lot of help. During that experience, I appreciated all the effort and professional work from R3 and I really hope R3 can keep the momentum in Asia Pacific, and especially in China, keep working with us closely.”
– Tony Zhang, Marketing Director, Ferrero
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. As one of 150 brands in the study, the company was able to benchmark itself against the category and against the industry.
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