Smart TV with Installed Streaming Service Campaign

2021

Smart TV brand promotes its brand and streaming service partnership and drives purchase with a campaign on PRN’s Costco TV Network

Campaign Objective

Increase brand awareness, promote streaming partnership and drive purchase of smart TV brand at Costco among Costco members who are in the market for a smart TV.

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 smart TV brand, both at the warehouse and online at Costco. When comparing mobile survey responses from the Test vs. Control Costco members, there was a:

  • 270% increase in current purchase of the smart TV brand
  • 130% increase in likelihood to purchase the brand at the warehouse in the next 3 months
  • 95% increase in likelihood to purchase the brand at the warehouse in the next 6 months
  • 44% increase in brand awareness
Smart TV Campaign 2021 - Current Purchase Graph
Current
Purchase
*
Smart TV Campaign 2021 - Likelihood to Purchase in Next 3 Months at Costco Graph
Likelihood to Purchase in Next
3 Months at Costco

Research Approach

A third-party research partner, MFour Mobile Research, collected a total of 400 mobile interviews from November 5 to December 28, 2021, among Costco members who were in the market for a smart TV. 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: Smart TV Study, November, 2021, MFour Mobile Research. Member data is based on mobile survey based self reported data. *Current Purchase is on the day of the interview.

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