CHALLENGEBack to School, Best Buy’s second biggest drive-time of the year, is driven by computing. And when it comes to making a purchase, Millennial students are making the decisions while their parents are paying the bill. Best Buy needed an integrated campaign proving to Millennials that they had the latest technology to fit their multi-dimensional lifestyles while assuring parents that the right computing purchase will set their student up for success.
WORKThis campaign marks the first time Best Buy focused a major drive-time campaign on the Millennial target over and above its core brand customer target. Best Buy connected with the Millennial market like never before.
- Digital display impressions, click-through-rates and return on ad spend dwarfed year-over-year performance
- Mobile first CTR delivered twice the planned traffic to BestBuy.com
- 1,051,104,492 impressions
- Clicks 206% to goal
- BEST BUY