Best Buy campaign presented to CP+B (campaign was developed in class during a crash exercise). Objective was to make the Best Buy experience enjoyable for both Tarzan and Jane.
5. Primary and Secondary
Insights
1. Women plan ahead.
2. They’re on a mission, not a shopping spree.
3. The store layout is a bit… well, a bit
daunting.
6. What Women Think
“I do research beforehand. The only question I ask is, “Where
is it?”
-Tracy, a 37-year-old working mom
“I avoid the store. I just don’t know where to begin.”
-Ali, a 28-year-old kitchen designer
“Best Buy is overwhelming due to the huge environment and
wide array of departments.”
-Jennifer, a 25-year-old young
professional
7. What Men Think
“Yeah, a wish list would be great. It lets me buy something I
want, but I’m still surprised because it’s a list.”
-Jack, a 37-year-old project manager
10. Shared wish list
Options:
E-mail products to the special lady
Tactics
11.
12.
13. Roadmap – Store directions to
products on wish list
3 options online:
Upload directions to your app
Print them out
Ask a store associate
Tactics
14.
15. TV placements
NFL, Modern Family, Up All Night,
It’s Always Sunny in Philadelphia
Digital
iPad magazine ad placements
Facebook Wish List Tab
Fill out wish list on Best Buy FB page
and share with others
Media
16. TV placements
Impressions
Digital
Facebook insights
Number of shares
Estimated reach
Impressions from iPad magazine ads
Metrics