A leading computer chip brand successfully amplifies its brand, promotes product features and drives purchase with a campaign on PRN’s Costco TV Network
Campaign Objective
Amplify the brand, showcase key product features and drive purchase of laptops powered by the computer chip at Costco among Costco members who are in the market for a laptop
Results
Based on self reported Costco member mobile survey data, the campaign delivered double and triple digit increases in current and future purchase of the promoted brand, both at the warehouse and online at Costco. When comparing mobile survey responses from the Test vs. Control Costco members, there was a:
- 185% increase in current purchase of the brand at the warehouse
- 86% increase in likelihood to purchase the brand at the warehouse in the next 3 to 6 months
- 110% increase in likelihood to purchase the brand on Costco.com in the next 3 to 6 months
Overall the campaign recall was strong, exceeding norms at 53%
Current Purchase at Costco* Likelihood to Purchase in Next 3-6 Months at Costco
Research Approach
A third-party research partner, MFour Mobile Research, collected a total of 400 mobile interviews from November 29, 2023 to January 1, 2024, among Costco members who were in the market for a laptop. There were 210 Costco members in the Test and 190 in the Control groups. On average, it took 10 minutes for Costco members, who qualified, to complete the mobile survey. Members who successfully completed the survey were incentivized by MFour Mobile Research.
Source: Effectiveness study, January 2024, MFour, Mobile Research. Member data is based on self reported mobile survey data. *Current Purchase is on the day of the interview at the warehouse.