The Challenge How do we get women (25-40)  who are overwhelmed by theBest Buy experience to shop there    for the men in t...
The TargetCouplesBut more specifically…Two segments: Men & Women
Uses andGratifications      {   We all have needs.
Primary and Secondary           Insights1. Women plan ahead.2. They’re on a mission, not a shopping spree.3. The store lay...
What Women Think“I do research beforehand. The only question I ask is, “Whereis it?”                     -Tracy, a 37-year...
What Men Think“Yeah, a wish list would be great. It lets me buy something Iwant, but I’m still surprised because it’s a li...
Simple. Fast. Happy.If only your relationship was this easy.
   Shared wish list            Options:                E-mail products to the special ladyTactics
   Roadmap – Store directions to         products on wish list            3 options online:                Upload direc...
   TV placements          NFL, Modern Family, Up All Night,           It’s Always Sunny in Philadelphia      Digital   ...
   TV placements           Impressions       Digital           Facebook insights               Number of shares      ...
Best Bye.
Best Buy
Best Buy
Best Buy
Best Buy
Best Buy
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Best Buy

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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.

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Best Buy

  1. 1. The Challenge How do we get women (25-40) who are overwhelmed by theBest Buy experience to shop there for the men in their lives?
  2. 2. The TargetCouplesBut more specifically…Two segments: Men & Women
  3. 3. Uses andGratifications { We all have needs.
  4. 4. Primary and Secondary Insights1. Women plan ahead.2. They’re on a mission, not a shopping spree.3. The store layout is a bit… well, a bit daunting.
  5. 5. What Women Think“I do research beforehand. The only question I ask is, “Whereis 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 andwide array of departments.” -Jennifer, a 25-year-old young professional
  6. 6. What Men Think“Yeah, a wish list would be great. It lets me buy something Iwant, but I’m still surprised because it’s a list.” -Jack, a 37-year-old project manager
  7. 7. Simple. Fast. Happy.If only your relationship was this easy.
  8. 8.  Shared wish list  Options:  E-mail products to the special ladyTactics
  9. 9.  Roadmap – Store directions to products on wish list  3 options online:  Upload directions to your app  Print them out  Ask a store associateTactics
  10. 10.  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 othersMedia
  11. 11.  TV placements  Impressions  Digital  Facebook insights  Number of shares  Estimated reach  Impressions from iPad magazine adsMetrics
  12. 12. Best Bye.

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