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brief:
My creative team at Digitas Boston was chosen to identify, develop and launch an original Best Buy direct mail advertising campaign targeting new-to-market retail consumers. Our aim was to highlight Best Buy's newest and most attractive electronic products though printed and on-line sales efforts by establishing an exciting and dynamic vision to help set them apart from their industry competitors. approach: As the creative lead on a series of powerful and identity-driven promotional mailers and advertisements, we quickly gained ground with our target audiences across the country. Along with a select print-run of "grand opening" announcements, we pushed the envelope of the Best Buy brand into a new market and reached the crux of our younger demographic audience. As our visionary messages of "What does fun sound like to you?," "Listen to the fun" and "You can hear the fun at Best Buy," our sales and analytics team quickly noticed an immediate increase in unique on-line and in-store visitors. results: The Digitas Boston sales team, in coordination with our marketing group and analytics department, implemented our sales tracking software prior to this launch. The metrics were in place early in the process to help measure and record the anticipated ROI of this new campaign, and track original sales numbers against previous data. Since the release of this group mailing in quarter one, Best Buy reached never-before-seen sales numbers following a promotional sales effort such as this. In the coming months, Best Buy's "unique customers" number grew by more than 300%. Their continued success and consistent growth since then was, in part, a direct result of this dynamic marketing release... and in terms of sales figures, Best Buy has never looked back. |
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