In R3’s latest wave of EnSpire research, it was Coca-Cola’s Olympics campaign that led in terms of awareness, engagement and involvement in Q2 of 2016. The campaign was a local iteration of their global “That’s Gold” platform, aimed at tapping into the Chinese Olympic experience with a message that gold is more about just winning, but sharing the dream with family and friends. Second place in overall impact goes to Disney, who opened their first theme park in mainland China earlier this summer. In addition to working with the biggest TV and online channels, they organized a Flash Mob in Pudong Airport to generate public interest.
The remaining top 10 are rounded out largely by sports, beauty and food brands, with notable campaigns from Nike, Oreo and several others.
To see the full results of the top 50 brands in China, click here.
