Computers Campaign

2019

Major computer/software brand successfully promotes its range of computers with a compelling campaign on PRN’s Costco TV Network

Campaign Objective

An electronics brand drives consideration and purchase of its computers at Costco among the affluent Costco member base.

Results

The campaign delivered double-digit increases in likelihood to purchase the promoted brand in the next 30 days and next 6 months, in-store and online at Costco. When comparing responses from the Test vs. Control Costco members, there was a:

  • 74% increase in likelihood to purchase the brand in-store in the next 30 days
  • 32% increase in likelihood to purchase the brand in-store in the next 6 months
  • 46% increase in likelihood to purchase the brand on the Costco website in the next 30 days

A large majority (75%) of the Test cell shoppers said they were more likely to research the brand at Costco because of the in-store campaign.

Computers Campaign 2019 - Likelihood to Purchase in Next 30 Days at Costco Graph
Likelihood to
Purchase in Next
30 Days at Costco
Computers Campaign 2019 - Likelihood to Purchase in Next 30 Days at Costco.com Graph
Likelihood to
Purchase in Next
30 Days at Costco.com

Research Approach

A third-party research partner, SoapBox Sample, collected a total of 400 online interviews from February 1 to 14, 2019. There were 200 Costco members in the Test cell and 200 in the Control cell. On average, it took 12 minutes for Costco members to complete the online survey.

Source: Electronics Study, February 2019, SoapBox Sample.

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