Brand Partnerships

Best Buy

Best Buy sought a strategic partner to execute end-to-end influencer marketing campaigns that would boost brand awareness and drive purchase consideration for both Best Buy and its vendor partners.

Results

17M

Views

801K

Engagements

challenges

Approach

Title Prioritization

The first step was to prioritize titles, categorizing owned titles into three main categories based on social audience size, content performance, and revenue earned. This allowed the team to focus on the top and middle performing titles which showed the most promise.

Top-performers: Popular titles that had large audiences who were actively engaging with shared content and continuously drove high volumes of revenue.
Middle-performers: Titles with medium-sized social followings that were currently dormant, but showed signs of life.
Low-performers: Dormant titles with weak social followings that had been dormant social channels for long periods of time.

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Content Creation matrix

After identifying the titles which would yield the largest impact, we developed a content creation matrix that could be deployed across all high-priority titles to streamline the process and ensure each piece of content was providing the most value.

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This workflow was centered around four main considerations:

First, identifying a relevant cultural moment.
Second, correlating the cultural moment to a relevant Fox property.
Third, leveraging a powerful social platform.
Fourth, identifying KPIs.

Summary

In 2024, we contracted a total of 99 influencers to amplify key retail moments, such as Back to School and holiday shopping, while also spotlighting product-specific vendor partners, including Razer, Google, Intel, Qualcomm, Lenovo, Ninja, EA Sports, and Sonos.