Major baby diaper brand successfully drives purchase with a strong campaign on PRN’s Costco TV Network

Campaign Objective

Influence brand equity and drive purchase of baby diapers brand at Costco among Costco members who are parents with children under 3 in the household and adults in the market for baby diapers.

Results

Based on self reported Costco member survey data, the campaign delivered double digit increases in current and future purchase of the promoted baby diapers, both at the warehouse and online at Costco. When comparing mobile survey responses from the Test vs. Control Costco members, there was a:

• 79% increase in current purchase of the brand of diapers
• 61% increase in likelihood to purchase the brand at the warehouse in the next 30 days
• 49% increase in likelihood to purchase the brand at the warehouse in the next 3 months
• 20% increase in top of mind brand awareness

Research Approach

A third-party research partner, MFour Mobile Research, collected a total of 300 mobile interviews from October 5 to November 15, 2021, among Costco members who are parents with children under 3 in the household and other adults in the market for baby diapers. There were about 150 Costco members each in the Test and Control cells. On average, it took 12 minutes for Costco members to complete the mobile survey. Members who successfully completed a mobile survey were incentivized by MFour Mobile Research.

Source: Baby Diapers Study, October 2021, MFour Mobile Research. Purchase data is based on survey based self reported data.

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