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2015R 3 D I G I T A L E N S P I R E I N D E X

R3 DIGITAL ENSPIRE index2015 Q4

R3 DIGITAL ENSPIRE index2015 Q4

Q4

BRANDBRAND BRAND AWARENESS DIGITAL ENSPIREINDEX

2015 Q4RANKING

AWARENESS DIGITAL ENSPIREINDEX

2015 Q4RANKING

BRANDENGAGEMENT INVOLVEMENT ENGAGEMENT INVOLVEMENT

Methodology:Scope>55 brands, 17 categories (Carbonated, Tea, Auto,Personal electronics, Dairy, Infant formula, Sporting goods, Western style fast food, Haircare, Skincare, Cosmetics, Cocktail, Beer, Chocolate, Cookies, Chewing gum, Luxury), 188 ads.

Weights (based on impact of predictors on Purchase Intent)>Awareness = 0.3 Engagement = 0.6 Involvement = 0.1Regression Model of EnSpire Index = 0.3 * Awareness + 0.6 * Engagement + 0.1 * Involvement

Index Calculation>Awareness = Prompted targeted ad awareness Engagement = Overall Liking, Positive Impression of Brand, Fits Brand Involvement = Clickeability, Sharing, Looking up information about brand/product

Sampling>N=3,154 general consumers aged 18-45 years of age>City coverage: Tier 1: Beijing, Shanghai, Guangzhou, Shenzhen Tier 2: Wuhan, Nanjing, Hangzhou, Chengdu, Tianjin, Shenyang, Suzhou, Fuzhou, Ningbo, Qingdao, Xian, Zhengzhou, Chongqing, Jinan, Hefei, Changsha

1

2

2

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

22

24

25

26

27

28

29

30

31

32

33

34

35

36

37

38

39

40

41

42

43

44

45

46

47

48

49

50

51

52

53

54

55

75.7

60.9

58.6

28.8

48.5

88.5

19.4

42.3

35.7

52.7

53.8

63.7

39.4

63.2

62.1

36.2

50.7

7.7

66.0

19.6

9.8

37.9

100.0

82.2

15.4

34.6

39.7

79.6

81.8

84.6

100.0

89.1

69.6

91.8

76.4

80.3

72.3

76.3

69.6

77.0

68.2

63.5

78.0

68.5

86.2

60.2

77.7

85.7

69.2

40.5

48.8

83.1

71.7

63.1

85.9

100.0

89.6

86.1

55.9

43.8

91.1

97.9

94.2

89.9

59.7

66.9

84.0

57.4

77.9

62.2

72.7

88.0

68.6

92.8

67.2

70.3

56.0

57.1

51.3

49.7

77.0

100.0

97.1

97.1

97.0

91.0

89.5

85.1

82.4

82.3

82.1

81.6

81.1

79.2

77.9

76.1

75.0

74.5

73.3

73.2

71.5

70.4

68.5

68.5

68.1

68.0

65.9

64.5

53.7

22.9

3.2

67.8

17.0

38.1

37.1

63.6

14.3

8.2

18.7

34.3

11.8

54.0

12.1

0.0

3.1

7.9

34.6

44.3

37.0

27.0

9.0

27.5

24.4

20.8

57.6

5.6

59.5

70.1

73.6

47.8

68.3

57.2

62.4

50.1

68.0

68.9

60.9

52.4

65.7

43.2

62.0

62.1

66.8

59.0

52.7

38.5

42.1

44.4

46.5

37.4

39.9

20.4

0.0

25.9

47.8

69.8

99.6

54.6

69.1

68.6

38.5

31.8

58.0

70.5

83.7

73.5

56.5

48.6

55.8

88.3

46.6

44.4

0.0

42.4

33.8

43.3

78.3

59.0

32.6

39.4

17.0

9.8

63.1

61.9

60.6

59.6

57.2

56.4

56.1

56.0

53.7

53.6

53.1

50.7

49.9

47.2

46.4

45.8

45.1

39.4

39.0

36.8

35.4

34.3

33.2

30.2

26.8

6.9

1.2

0.0

Heineken

Apple

L'Oreal

Coca-Cola

Benz

Samsung

Mengniu

Dove

Qingdao

BMW

volkswagen

KFC

Maybelline

Nike

Abbott

Wyeth

Infiniti

Yili

Oreo

adidas

Sprite

MeadJohnson

Dumex

RIO

Pantene

Kindle

Armani

McDonalds

Chips Ahoy!

Ferrero

Hershey's

M&M

JDB

Olay

Extra

Master Kong

Clear

Huawei

Pepsi

Budweiser

Lenovo

UniPresident

Xiaomi

Stride

Snicker's

Kinder

Doublemint

Nivea

Neutrogena

Zegna

Puma

Ferragamo

Baileys

Burberry

Gucci