MEMBER MADE
A Lifestyle-Driven Membership Campaign for Costco
Repositioning Costco as a lifestyle brand through member storytelling and digital-first touchpoints.
Project: Member Made: A Costco Campaign
Client/Company: Costco (Conceptual Project)
Industry: Retail / Membership / Wholesale
Date: Summer 2025
Role: Marketing Strategist & Creative Director
Timeline: 4–6 Weeks (Conceptual)
Deliverables: Campaign strategy, content plan, personas, mockups
Identifying the Problem & Opportunity
Objectives:
Reposition Costco as a lifestyle-first brand by showcasing how real members incorporate their memberships into everyday moments, not just bulk purchases.
Drive new membership sign-ups and increase retention by elevating Costco's brand relevance across digital and in-store platforms.
Attract younger, digital-native audiences (Millennials and Gen Z) by using culturally driven storytelling, modern visuals, and platform-first content strategies.
Challenges:
Purely functional perception: Costco is often viewed as a place for value shopping and bulk goods, not a brand that emotionally connects with members or reflects their lifestyle.
Low brand engagement outside of shopping trips: Despite strong foot traffic, there’s limited interaction with Costco online, on social media, or between visits.
Generational disconnect: Gen Z and Millennials value emotional storytelling, social proof, and visual-first content. Costco’s traditional brand presence doesn’t speak to this audience.
Who we’re speaking to — and why they care.
How Member Made delivers value across audiences and content types.
Delivering Member Made across digital and in-store touchpoints.