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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Brandigo is an independent marketing communications agency based in Shanghai, China. We work with multinational clients to support their marketing and business growth efforts in China.
For global brand strategy, visit brandigo.com
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