Best Buy Expands Holiday Campaigns with Influencers and YouTubers
Best Buy is enhancing its holiday marketing efforts this year by deeply integrating with the influencer ecosystem. Alongside its traditional holiday campaigns on connected TV and linear television, the company has introduced new strategies focused on influencer engagement.
Influencer-Focused Marketing Tactics
- Sponsored content on popular YouTube channels
- A connected TV advertisement featuring an influencer, a first for the brand
- Collaborations with creators both within and outside of Best Buy's creator program
Partnerships with Top YouTube Shows
Best Buy has sponsored content on two well-known YouTube series: Hot Ones and Binging with Babish, which have significant audiences. The company collaborated closely with these creators, developing campaign ideas together.
“We are a brand that is really trying to continue to stay relevant, and I think one of the best ways to be relevant in consumers’ lives is [to] show up where they’re at: They are tied in with influencers, they’re using social media,” said Jennie Weber, CMO of Best Buy.
“It would be foolish to ignore the creator economy. This is a very significant shopping channel, and it’s a really important place for us to be, from a business standpoint,” Weber added.
“We’ve partnered with influencers in the past, but we’re … partnering with them even more this year,” Weber said.
“They’re a step beyond just being influencers; they are really hosting media platforms,” Weber commented on the YouTubers' influence.
Summary
Best Buy is strategically amplifying its holiday marketing by partnering with prominent influencers and content creators to engage consumers through new digital channels.