Most impactful Costco launch worldwide
Challenge
Costco launched their first mainland warehouse in 2019 in Shanghai. The challenge was to let local Chinese middle class understand the value of Costco – great products at good prices.
Actions
Brandigo handled all marketing and communications for the brand.
Services included: complete setup, content creation and management of the WeChat channel, planning of all advertising and KOL, press conference with 90 journalists, and opening event design and management. As a result of the opening campaign, Costco Shanghai sold more membership cards pre-opening than any other Costco around the world, breaking its own records and expectations. The warehouse has been packed since opening day and generated worldwide press, as well as a jump in Costco share price on opening day. Brandigo continues to work with Costco, from supporting openings to creating their in-warehouse magazine.
Results
- 90 journalists onsite at launch
- 1,500 guest management at pre-launch party
- Millions of impressions through media and social media influencers
- Over 100,000 membership cards sold before launch
- Worldwide coverage of opening
- 7% jump in stock price
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