BEST
BUY
Introducing and expanding a new brand through online experiences and Best Buy Ads’ first-ever upfront event.
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Creative Direction . Brand Expression . Experience Design . Marketing Campaign
Agency: SCHERMER
We positioned Best Buy Ads as a legitimate, trusted player in retail media — bringing the new brand to life through events, a new website, campaigns, insightful content, and social media.
INSIGHTS
Best Buy Ads had already proven itself as a legitimate player in retail media. The problem was, it wasn't connecting with every audience it needed to. Media agencies and non-endemic brands, the two groups with the most potential to grow the business, stayed less engaged than everyone else. That's not a visibility problem you fix with more spend. It's a trust challenge, and trust is a real commodity in a retail media category getting more crowded by the day. Adding to the urgency, a new leadership team at Best Buy Ads had just stepped in, eager to make noise and stake a claim.
IMAGINATION
I led the creative work (positioning, identity, and content) behind the relaunch, partnering closely with Best Buy Ads' leadership team to give these audiences the reason to believe that had been missing. We built a new positioning framework rooted in data. “Our Data Is the Difference” was at the core of connecting brands with shoppers at the moments that matter most. We then carried that narrative across every touchpoint a prospective advertiser would encounter.
Primary deliverables included:
Brand Expression
Website Design
Demand Generation Campaign
Thought Leadership Series
Event Identity and Experience (We Got Next)
Sales Enablement
Data Is Our Difference
IMPACT
The work gave Best Buy Ads more than just a new story. It gave them momentum. Engagement from the audiences that mattered most picked up in a way the team could feel. At the event, in the response to the message, and in the ongoing conversations that followed. Internally, it did something just as important. It gave Best Buy Ads' own team something to rally around and be proud of. Best Buy Ads didn't just get louder, it increased trust across new audiences.
They can now confidently declare We Got Next →
