How our brand and agency partnerships lead to a successful launch.

Challenge

Launch first-of-its-kind tech with a first-of-its-kind campaign

When a computing brand approached Best Buy to launch their new AI-powered PCs, their goal was to make a splash; one that would ripple out to sales during key drive times. Our brand partners also needed to build awareness and overcome any negative sentiment toward AI that could impede results.

Solution

Best-in-class collaboration between co-brands and their agency

Our solution was to launch a full-funnel activation across all stages of the customer journey, starting with pre-orders in spring and carrying through the Back-to-School season. It would span all our offerings and require coordinated efforts from our marketing, in-store merchandising, e-commerce and Blue Shirt teams.

Since this campaign combined shopper marketing and agency dollars, we needed to bring the two co-brands and the agency partner to the table throughout the process to ensure there wasn’t any audience or channel overlap. Collaborative efforts and leadership involvement allowed us to think bigger, launch brand-new tactics and optimize in ways that drove groundbreaking results.

Activation

Exceeding expectations across nearly every metric

The always-on campaign placed new products in front of key audiences at each stage of their journey.

Campaign Elements:

• Connected TV & In-Store Video
• Custom Video Content with In-Stream Ads
• Paid Social and Affiliates
• On/Offsite Display & Video with High Impact Units and Retargeting
• Paid Search and Sponsored Products

Thanks to coordinated efforts, our brand and agency partners saw strong performance across the entire integrated marketing plan. The campaign exceeded both category and competitor benchmarks. Further, it exceeded the agency’s CPC goals across nearly all channels.

This level of integrated partnership led to incremental sales lift, impressive CPC results and incredible ROAS. It just goes to show — when we come together with our brand and agency partners, amazing things can happen.