We drove recall, awareness and intent for a new AI technology built into a brand’s product ecosystem.

As artificial intelligence becomes increasingly embedded in consumer technology, brands and tech retailers need to move AI from an abstract concept into a tangible, everyday benefit. This means, first educating customers at the top and middle of their shopping journey, then connecting that knowledge to the right products at the point-of-purchase.

Challenge

Drive awareness and intent.

With a leading consumer electronics brand launching their new AI technology embedded into their ecosystem of devices—including mobile phones, smartwatches and earbuds—we needed to help them break through the media clutter during the busy holiday season. First, by educating customers on the value of this technology, then by driving purchase intent once in store.

Solution

Introduced emotionally, explained practically, then validated at the shelf.

To maximize impact, Best Buy Ads designed and executed a multi‑channel, full funnel media strategy built to engage consumers at every stage of the purchase journey.

Rather than relying on a single moment, the approach focused on sequenced exposure and contextual relevance, ensuring customers encountered the AI story wherever and whenever it mattered most.

• Upper & Mid Funnel: Driving Awareness and Education   
  At the top and middle of the funnel, Best Buy Ads prioritized scale and storytelling. Paid Social platforms—including TikTok and Meta—were leveraged to introduce the AI technology in a way that felt native, approachable and grounded in everyday use cases. These platforms enabled rapid reach and engagement, particularly among audiences actively exploring new technology.
  
  Social static ads delivered a:
  +7.7 point* standard ad recall​
  +6.6 point* intent​ to purchase
  
  ^{*Chance of brand lift 90% or greater}

To extend reach and reinforce credibility, Best Buy Ads invested heavily in CTV and offsite video, tapping premium placements that allowed for deeper narrative and visual demonstration of AI powered benefits. As performance exceeded expectations, incremental investment unlocked additional scale, enabling expansion into high impact partners such as YouTube and further strengthening the CTV mix with premium publishers.

• Lower Funnel: Capturing High Intent Shoppers
  Once customers understood the benefits of this new AI technology, they were primed to want it in their devices. For consumers ready to purchase, we activated store entrance signs (or transoms) for mobile phones, smartwatches and earbuds. These placements ensured that AI benefits were reinforced at the moment of consideration—bridging the gap between inspiration and action.

This full funnel integration created a cohesive journey: AI was introduced emotionally, explained practically, then validated at the shelf.

Results

Education, Precision and Scale = Impact

The campaign delivered exceptional performance across both brand and commerce metrics, proving that AI storytelling—when executed with precision and scale—can drive meaningful business impact.

• Over 100 million Paid Social impressions, with Meta delivered a $43 return on ad spend (ROAS), demonstrating strong efficiency alongside scale
• More than 200 million CTV impressions, significantly exceeded awareness benchmarks and positioned CTV as the campaign’s strongest upper funnel driver
• 85 million+ offsite video impressions, provided incremental reach and reinforced AI education across premium environments
• A 70% lift in store entrance signage engagement across all product categories, with earbuds achieving a standout 100% lift, highlighted the power of AI messaging at the point of purchase

The campaign not only surpassed awareness goals but also validated that for AI, and other new tech adaptations to succeed, you first need to clearly explain the benefit of the tech and how it improves customers’ daily lives. Then, turn that education into a desire to purchase once the customers are in the aisles shopping, comparing and ultimately purchasing.