To drive purchase at Costco, a top laptop brand promotes its touchscreen laptops with a campaign on PRN’s Costco TV Network
Campaign Objective
Increase brand awareness and purchase of touchscreen laptops available in Costco’s electronics department by running a multi-week campaign on the Costco TV Network
Results
Based on Costco member mobile survey data, the campaign delivered a double digit increase in purchase of the brand at the warehouse. When comparing mobile survey responses from the Exposed vs. Control Costco members, there was a:
- 11 percentage points increase in future purchase of the brand at Costco
- 16 percentage points increase in future purchase of the brand on Costco.com
Likelihood to Purchase in Next 3 Months at Costco Likelihood to Purchase in Next 3 Months on Costco.com
Research Approach
A third-party, independent, research partner, MFour Mobile Research, collected a total of 341 mobile interviews from August 2 to September 16, 2024, among Costco members who were in the market for a laptop at Costco. On average, it took 10 minutes for Costco members to complete the mobile survey. Members who successfully completed the survey were incentivized by MFour Mobile Research.
Source: Laptop Study, September 2024, MFour Mobile Research. Member data is based on mobile survey based self reported data.