360 Campaigns
Best Buy + Teens
Best Buy’s Commitment to Teens: From @15 to Teen Tech Centers
In 2009, Best Buy launched @15—a pioneering social impact campaign that empowered teens through technology and gave them a platform to be heard. Leveraging early social media and celebrity advocates like Taylor Swift and Magic Johnson, @15 connected with teens in real time and inspired action during the rise of digital engagement.
In 2012, Best Buy expanded this commitment with the launch of Teen Tech Centers—now 50+ nationwide, offering safe, inclusive spaces for teens to explore technology, build real-world skills, and prepare for future careers. Together, @15 and Teen Tech Centers reflect Best Buy’s long-standing mission to bridge the digital divide and empower the next generation.
Best Buy TechZone
Best Buy Tech Zone: Game Day Meets Innovation
Timed to the Super Bowl, Best Buy’s Tech Zone reimagined experiential marketing, showcasing 20 tech products through live demos with NFL players, Blue Shirts, and Geek Squad experts. Designed to drive cross-category awareness, the activation blended paid, earned, and owned media, including influencer content, to inspire game-day shopping.
With over 10 million impressions and 12,000+ in-person attendees, the campaign’s success laid the foundation for a new 360 influencer and experiential strategy—now a proven model for driving millions of social impressions and deeper guest engagement.
Experiential & Influencer Marketing
Influencer & Experiential Marketing: Driving Cultural Connection
Co-led the transformation of Best Buy’s influencer and experiential strategy into a fully integrated 360 model, resulting in millions of impressions and stronger engagement across paid, owned, and earned channels.
Developed strategy and executed campaigns with 2,500+ influencers, including Tia Mowry, Bethany Frankel, Stefon Diggs, and Saquon Barkley across high-impact launches and culturally relevant moments. Collaborated closely with vendor and agency partners to bring bold, digital-first activations to life.
Drove a 150%+ increase in MDF investment by building innovative, performance-led programs that helped reshape how Best Buy shows up in culture.
Back-to-School Campaign
Best Buy Back to School 2019: Influencing the Next Generation
In 2019, Best Buy reimagined its approach to Back to School with its first-ever TV and Digital Video campaign featuring YouTube influencers, transforming how the brand showed up for Gen Z. This bold, cross-platform campaign was brought to life through deep collaboration with Consumer Insights, Vendor and Category teams, Creative, Influencer, and Media partners—ensuring every touchpoint was grounded in relevance and strategic intent.
By bringing social-native creators into traditional media spaces, the campaign authentically connected with Gen Z. It outperformed traditional campaigns, generating over 4 million impressions and delivering 27 interactive videos, 6 digital spots, a national TV ad, and 23 pieces of social content—all executed in under seven weeks.
Gen Z + Influencer Campaigns:
Macro Influencer Campaigns: Driving Cultural Relevance at Scale
Best Buy’s macro influencer strategy redefined how the brand showed up in culture—pairing Gen Z celebrity and macro talent with high-impact digital, social, and experiential campaigns. In partnership with cross-functional teams, I led the development and execution of talent-led activations that were insight-driven, compliant, and performance-focused.
From negotiating FTC- and SAG-aligned contracts to overseeing real-time content creation, each campaign was built to resonate and deliver. This approach fueled a 38%+ increase in MDF investment over 2.5 years and positioned Best Buy as a bold, culturally relevant voice in key brand moments.
