Best Buy needed to connect with new & returning College Students as they prepared for their lives away from home as more than just a retailer, as their Back to School Techfitter. This is a stressful and exciting time in a student’s life and simply pushing advertising at them would get lost in the noise.
First we had to define what being a Techfitter meant so that we could plan our content accordingly. We took the “Don’t forget what you need” approach rather than “How to choose what you want” as a means to provide utility to our target audience. Big Fuel produces a series of Vines, the first ever for Best Buy, that depicted typical college challenges and Best Buy ‘s innovative solutions. We integrated Stipple into our Facebook posts revealing both partner content as well as driving to eCommerce. Finally we devised an influencer driven Twitter intercept program that surprised & delighted our fans with great content and free product.
Through very simple, lightweight and conversational content, we created a new role for Best Buy as the official Back to School Techfitter. The hashtag #CollegeTech received more than 2.1MM impressions in less than 30 days. Our Back to School content outperformed the average Best Buy engagement by more than 225%. Not bad for a 1 month program!