Best Buy

In an era when brick-and-mortar giants are disappearing, Best Buy has defied the odds, thriving in the consumer technology industry for 58 years. But over time, consumers have become more tech-savvy and Best Buy struggled to make their role of ‘the expert’ feel relevant or exciting.

To regain a foothold in culture and a meaningful place in customers’ lives, Best Buy needed to define a new role. Together, Redscout and Best Buy developed a refreshed brand strategy and newly articulated role to guide internal teams in bringing it to life externally.

This new promise inspires customers to discover how tech amplifies helps customers level up what they love most.

This strategy gave Best Buy a new role in consumers' lives. We refreshed Best Buy’s brand personality accordingly to set up a more active role for them in unlocking tech’s potential for others, resulting in a character that asks ‘what if?’ We then developed a creative brief for internal teams to develop campaigns and marketing activations to bring the work to life.

Launched in July 2024, the campaign unveiled Best Buy’s first spokeshologram named Gram who ignites curiosity, making a splash in publications like Ad Age, NBC News, and Retail Dive.

With the brand refresh, Best Buy is making changes to ensure its physical and digital experiences live up to its new role for customers.

The latest updates include an in-app Discover tab and personalized home page along with a generative artificial intelligence virtual assistant—all designed to enhance individual tech experiences and shopping.