Premium Packaged Water Campaign

Objective

Increase brand awareness and drive purchase of the brand’s packaged water at Costco among Costco members who are in the market for premium packaged water.

Solutions

A premium packaged water brand successfully amplifies its brand and drives purchase with a campaign on Perion’s Costco TV Network.

Research Approach
A third-party research partner, MFour Mobile Research, collected a total of 300 mobile interviews from October 30 to November 24, 2023, among Costco members who were in the market for premium packaged water. There were 150 Costco members in the Test and 150 in the Control groups. On average, it took 10 minutes for Costco members, who qualified, to complete the mobile survey. Members who successfully completed the survey were incentivized by MFour Mobile Research.

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:

• 121% increase in current purchase of the brand at the warehouse
• 33% increase in likelihood to purchase the brand at the warehouse in the next 3 to 6 months
• 66% increase in likelihood to purchase the brand on Costco.com in the next 3 to 6 months

Overall the campaign recall was strong, exceeding norms at 53%

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Source: Effectiveness study, November 2023, MFour, Mobile Research. Member data is based on self reported mobile survey data. *Current Purchase is on the day of the interview at the warehouse.