COSTCO TV NETWORK CASE STUDY MATTRESSES
A leading mattress brand successfully amplifies its brand and drives purchase with a campaign on a PRN’s Costco TV Network
Amplify the brand, build awareness of the product and drive purchase of the mattress brand at Costco among Costco members who are in the market for a mattress
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:
- 80% increase in likelihood to purchase the brand at the warehouse in the next 3 to 6 months
- 84% increase in likelihood to purchase the brand on Costco.com in the next 3 to 6 months
- 900% increase in current purchase of the brand. Overall the campaign recall was strong, exceeding industry norms, at 58%
A third-party research partner, MFour Mobile Research, collected a total of 300 mobile interviews from August 7 to September 10, 2023, among Costco members who were in the market for a personal computer. There were 100 Costco members in the Test and 200 in the Control cells. 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.