Best Buy
The Ask
Best Buy in store traffic with the Gen Z consumer has been severely negatively impacted by the pandemic. In-store purchases are low, there is little engagement with Gen Z audiences.
Objectives:
Increase store mix to 60% for Back-to-School season (7/5/23-9/30/23)
Increase store traffic by 10% YOY (between 7/5/23-9/30/23)
Increase brand awareness of Best Buy by +10% versus Year Ago among the target audience
Develop an ownable and proprietary marketing communications strategy
Campaign Strategy
Turning insights from research into strategy
The end of the summer brings some uneasy feelings, but being prepared with back-to-school purchases brings excitement
Despite being a tech leader, Best Buy stores fall behind in keeping up with the growing wants of customers
Brands only gain loyalty when they authentically connect through consumer needs and values
Convince
Anxious Gen Zers who are about to enter a new stage of life (college or career)
That
Technology can instill self-confidence to conquer life's big moments
Campaign Logo
Social Media
Video Spot (30s)
Web & App
Because
Best Buy has the tools and reliability to help set themselves up for success
Manifesto Video
Creative Executions
Big Idea: Power bold futures with Best Buy
Campaign Idea: Best Buy is your one-stop shop for confidence-boosting tech solutions so you can conquer new stages of life
Tagline: Bold Futures Powered by Best Buy
Influencer Marketing
Best Buy Campus Ambassadors
Art Director: Kat Regas
Account Manager: Madeline Susedik
Copywriter: Alli Heckert
Strategists/Media Planners: Chloe Rubinger & Alyssa Arnold
JOUR 4999 Capstone Project
Winning team selected by our client: Best Buy's Creative Manager
