Own and win the Holiday Season through creative programming and traditional PR approaches.
A series of holiday tactics were executed:
- Develop a holistic media strategy between mainstream and social media to maximize reach.
- Get executives in front of media early in the season.
- Utilize BlueShirts (the in-store sales force) as brand evangelists.
- Directly engage consumers and build brand preference through key programs.
- Secured 9,000+ print, online and broadcast stories over the 3-month holiday timeframe.
- More than 1 billion media impressions.
- Best Buy owned 72% of the overall share of voice for media coverage.
- Ad value equivalency of $1.5 Million