Streaming platform featured on select Smart TV brands promotes its streaming services and TV partnerships and drives purchase with a campaign on PRN’s Costco TV Network
Campaign Objective
Increase brand awareness and purchase of Smart TV brands installed with promoted content streaming platform
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 products, both at the warehouse and online at Costco. When comparing mobile survey responses from the Test vs. Control Costco members, there was a:
- 100% increase in current purchase of the featured Smart TV brands
- 67% increase in likelihood to purchase the brand at the warehouse in the next 3 months
- 54% increase in likelihood to purchase the brand at the warehouse in the next 6 months
- 138% increase in brand awareness
Purchase*
3 Months at Costco
Research Approach
A third-party research partner, MFour Mobile Research, collected a total of 500 mobile interviews from August 11 to September 22, 2022, among Costco members who were in the market for a smart TV. There were 250 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: TV Streaming Platform Study, October, 2022, 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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