A leading computer OS brand successfully launches its product and drives purchase with a campaign on PRN’s Costco TV Network

Campaign Objective

Launch the product, build awareness of the product launch and drive purchase of the computer OS brand at Costco among Costco members who are in the market for a personal computer.

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:

• 550% increase in current purchase of the brand
• 178% increase in likelihood to purchase the brand at the warehouse in the next 3 months
• 152% increase in likelihood to purchase the brand at the warehouse in the next 6 months

Overall the campaign recall was strong at 40%

Research Approach

A third-party research partner, MFour Mobile Research, collected a total of 400 mobile interviews from November 2 to December 24, 2021, among Costco members who were in the market for a personal computer. There were 200 Costco members each in the Test and 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.

Source: Computer OS study, Nov 2021, MFour, Mobile Research. Member data is based on mobile survey based self reported data. *Current Purchase is on the day of the interview.