Best Buy | PR

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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

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