Allen Forbes

Boxing Day is one of the most competitive moments on the retail calendar. In FY24, Best Buy’s AOR-led campaign generated underwhelming brand results despite major investment. For FY25, we were tasked with doing more with less in-house—delivering a fresh, engaging campaign that could drive brand love, familiarity, and sales intent on a dramatically reduced budget with digital-only media.

Solution

We created “Jumping for Savings,” a dynamic, consumer-centric spot that infused energy into holiday deal messaging. Designed for scroll-stopping attention, the creative leveraged relatable visuals and retail urgency to connect with audiences quickly. With :30, :15, and :06 versions, we delivered adaptable assets that reinforced brand cues early and maintained clarity even in skip-prone, short-form formats.

Campaign

The campaign rolled out entirely through digital channels. Optimized for platforms like YouTube, programmatic video, and social, the creative was tailored to reach younger tech-driven shoppers where they spend their time. With no broadcast spend, we leaned into high-frequency short-form assets and attention-optimized delivery to drive maximum return on minimal media investment.

Impact

• 94% familiarity among ad viewers (vs. 89% non-viewers)

• 86% consideration among viewers (vs. 74%)

• 70% intent to shop at Best Buy (vs. 64%)

• 37% brand love among viewers (vs. 19%)

• Emotional lift: +5 pts on “appealing,” +3 pts on “meant for me,” vs. FY23 campaign

• Matched FY23 brand attribution (88%) despite a 100% digital media plan

• Achieved 50–62% of the aided recall from high-spend campaigns with only 12–22% of their media budget

• Delivered Best Buy’s strongest Boxing Day ROI to date

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