Allen Forbes

Best Buy needed to maintain brand visibility and consumer engagement despite a significantly reduced fall campaign budget. With only 22% of the previous year’s media spend, the challenge was to drive brand awareness—particularly among younger digital-first consumers.

Solution

We launched a lean, digital-only campaign with all-new creative aimed at younger audiences (18–34). Designed for scroll-stopping attention, the spot delivered humor and relevance while subtly reinforcing Best Buy’s tech-savvy brand identity.

Campaign

The digital-first approach included :15 and :30s formats with platform-optimized creative. Brand cues were strategically front-loaded to overcome common ad-skipping behaviors. Messaging was tailored to resonate with tech-forward, younger consumers who are already favorable toward the brand.

Impact

• 88% lower investment than the previous fall campaign

• Solid aided recall, reaching 50–62% of previous campaigns despite the reduced spend

• Strong ROI with high effectiveness per dollar

• Younger audience resonance, with increased favorability among 18–34 demo

• Sparked internal learnings around brand cueing, duration, and age-specific performance

Copywriting/Art Direction: Allen Forbes, Team Lead: Fabian Sanchez-Cruz, Creative Direction: Ammar Safi