To drive subscription at Costco, a top cell phone service provider promotes its service on PRN’s Costco TV Network
Campaign Objective
Increase brand awareness, promote ant offer and influence subscription of the provider by running a multi-week campaign on the Costco TV Network
Results
Based on Costco member mobile survey data, the campaign delivered a significant increase in subscription of the brand during the campaign. Comparing mobile survey responses, from the exposed vs. control (baseline) Costco members, during the campaign there was a:
- 15 percentage points increase in subscription of the brand at Costco
- 7 percentage points increase in intent to visit the provider’s kiosk at Costco
Switch to Service Provider During Campaign at Costco Intent to Visit Provider’s Kiosk at Costco
Research Approach
An independent research partner, MFour Mobile Research, collected 334 mobile interviews during the campaign among Costco members who were in the market for a cell phone service provider 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: Cell Phone Service Provider Study, January 2025, MFour Mobile Research. Member data is based on mobile survey based self reported data.