The completion of Q1’s EnSpire tracking revealed that brands’ Chinese New Year advertising efforts are still resonating heavily with Chinese consumers. While Adidas led the overall brand rankings for digital awareness, engagement and involvement, when broken down by the top 10 individual campaigns, it was Disney’s Year of the Rooster campaign that took the top spot. The Adidas “One in a Billion” campaign came in at number four in this round of tracking. While it wasn’t a CNY-themed campaign, the spot centered around athleticism as an expression of individual style.
Other CNY campaigns that made it into the top ten included the Samsung’s campaign centered around VR, and Pepsi’s “Bring the Fun Home” spot.
To see the full results of the top 50 brands in China, click here.