Giving New Buyers a Reason to Choose Best Buy Ads
OVERVIEW
Brand Positioning
Event Branding
Demand Generation
Content Marketing
UX Design
Sales Enablement
Success creates its own challenges. The very things that fuel early growth are not always enough to sustain it in the long term.
For Best Buy Ads, the next phase of growth depended on earning consideration from new audiences that had not previously considered the brand.
OPPORTUNITY
Best Buy Ads needed to expand its relevance with media agencies and non-endemic brands. Our early research revealed that these audiences represented a significant growth opportunity, yet both were partnering with the brand at a much lower rate than their endemic advertisers did.
This wasn’t simply an awareness challenge. It was a market expansion challenge. To drive growth, Best Buy Ads needed to become a more compelling choice for these two high-value audiences that had largely overlooked the brand.
In a category becoming harder for advertisers to navigate, Best Buy Ads needed more than visibility. It needed a differentiated reason to be chosen.
APPROACH
Data became the reason to choose Best Buy Ads. We developed a new positioning platform, Our Data Is the Difference, centered on Best Buy Ads’ ability to connect brands with shoppers in moments that matter most. The platform became the foundation for a new value story that helped media agencies and non-endemic brands understand why Best Buy Ads offered something different in an increasingly crowded retail media landscape. We carried that story across paid media, content, sales enablement and a complete redesign of BestBuyAds.com, creating a more compelling experience for prospective advertisers.
A complete redesign of BestBuyAds.com
Digital banners combined passionate audiences and next-level data
Building credibility with new audiences
To earn consideration from media agencies and non-endemic brands, we launched a demand-generation campaign that highlighted the breadth, depth and cultural relevance of Best Buy’s audience. At the same time, we established a thought leadership platform focused on the issues most important to experienced media buyers, including data transparency, incrementality, clean rooms and emerging partnerships. The centerpiece was Retail Media Minded, a recurring social media series we created to strengthen Best Buy Ads’ voice within the retail media conversation and reinforce its differentiated market position.
Insights, case studies and product spotlights drove LinkedIn engagement
A new thought leadership series to platform in-house experts
Creating a moment buyers couldn’t ignore
To bring the story to life, we helped launch Best Buy Ads’ first-ever proprietary event, We Got Next. Designed to showcase the platform’s expanding role in the media ecosystem, the event brought together data, technology, culture and innovation in a way that reinforced Best Buy Ads’ evolving market position. From the event identity and promotion strategy to paid media and post-event content amplification, we transformed a first-time event into a platform for engaging new buyers, strengthening industry visibility and elevating Best Buy Ads’ role in the media ecosystem.
Event identity and paid media
IMPACT
What began as a market-expansion challenge became a catalyst for sustained growth.
By giving media agencies and non-endemic brands a differentiated reason to choose Best Buy Ads, we expanded the brand’s relevance, strengthened consideration, and transformed new audience opportunities into measurable business momentum.
2x YoY advertiser growth
Event attendance goal surpassed by 19%
~100% increase in customers
for 2025
We knew we had a real advantage in our data and our connection to the customer, but we weren’t telling that story in a way that resonated beyond our core partners. Schermer helped us sharpen that positioning and bring it to market in a way that’s creating more meaningful conversations with agencies and non-endemic brands.
Lisa Valentino
President, Best Buy Ads
