A leading credit card brand successfully amplifies its brand and drives acquisition and usage with a multi-month campaign on PRN’s Costco TV Network

Amplify the credit card brand, drive usage and acquisition of the brand at Costco among Costco members who are either in the market for a credit card or already own the credit card

Results

Based on self reported Costco member mobile survey data, the campaign delivered double digit increases in current and future usage or acquisition 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:

• 32% increase in usage or acquisition of the brand at the warehouse during the campaign
• 19% increase in likelihood to use or acquire the brand at the warehouse in the next 3 to 6 months
• 19% increase in likelihood to use or acquire the brand on Costco.com in the next 3 to 6 months

Overall the campaign recall was strong, exceeding norms at 52%

A third-party research partner, MFour Mobile Research, collected a total of 400 mobile interviews from December 7 to 19, 2023, among Costco members who are in the market for a credit card or already own the credit card. There were 200 Costco members in the Test and 200 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.

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