WORK PERFORMED

/PR

Challenge

Own and win the Holiday Season through creative programming and traditional PR approaches.

Approach

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.

Results

• 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