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Best Buy

Shifting the Brand

Project Overview

Our team was assigned Best Buy and tasked with reimagining its brand and marketing approach. We examined the company's current creative strategy and identified areas where messaging, engagement, and customer experience could be improved. From there, we proposed a refreshed direction that highlights Best Buy’s strengths, modernizes its tone, and better reflects the needs and behaviors of today’s tech-focused shoppers.

Objectives

  • Identify weaknesses in Best Buy’s existing creative and messaging

  • Segment and define target audiences with modern tech mindsets

  • Reframe Best Buy’s value proposition

  • Propose creative campaign ideas and activations to bring the new positioning to life

What We Did

  • Conducted competitive analysis and market research

  • Developed four unique audience personas, each with custom needs and values

  • Identified a key insight: people want to feel confident in their tech purchases

  • Crafted the campaign concept #TechSpaDay to humanize the experience

  • Designed an immersive activation called GG (Good Game) Weekends

    • Monthly in-store gaming experiences with influencer support, product testing, and expert help

  • Built an influencer strategy featuring MKBHD and Kai Cenat to authentically connect with Best Buy’s evolving audience

Key Deliverables

  • Consumer segmentation and insight analysis

  • Campaign messaging: Take care of your tech, so it can take care of you

  • Influencer alignment and creative concepts

  • Activation mockups for GG Weekends and a Nintendo collaboration

  • Final presentation deck summarizing the full strategy

Problem Solver and Creative

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