Marketing / Business Objective
A major video streaming brand sought to promote trial signup and subscription to its service among non-subscribing Costco members.
Platform
PRN’s Costco TV Network is deployed in more than 490 locations nationwide and reaches 38 million+ monthly commercial viewers (18+). With front-of-warehouse placement in the Electronics/TV department, the network plays a customized 30-minute program loop across 30+ screens, featuring a blend of high definition and 4K content, retailer messaging and relevant advertising.
Creative Strategy
The video streaming service campaign ran from May 29 to June 25, 2017 in all Costco locations installed with the TV network (490+). The campaign featured a 30-second supplied spot which ran 6x per hour. Key copy points included:
- Affordable price point
- Ease of use
- Quality and size of content library
- Trial offer call-to-action
Research Approach
A third-party research partner, SoapBox Sample, collected a total of 500 online interviews from June 16 to 26, 2017. There were 250 Costco members in the Test cell and 250 in the Control cell, with a majority of the interviews collected among non-subscribers to the service. On average, it took 12 minutes for Costco members to complete the online survey.
Results
The campaign delivered double-digit increases in likelihood to sign up for a trial and subscribe to the video streaming service. When comparing the Test vs. Control non-subscribing Costco members, there was a:
- 67% increase in actual subscriptions during the campaign1
- 100% increase in likelihood to subscribe to the service in the next 30 days1
- 59% increase in likelihood to sign up for a free trial of the service in the next 30 days1
A large majority (80%) of the non-subscribing Test cell shoppers said they were more likely to subscribe to the service because of the in-store campaign.1 These shoppers were also more likely to have a favorable opinion of the brand and recommend the service to others.
