Starcom Worldwide | Agency Profile, Contacts, AOR, Client Relationships

• Thanks to this deal, customers can now access 0% interest (for qualifying individuals) and other Apple-esque services such as financing and (if they're Best Buy Totaltech members) two free years of AppleCare+.
  • The initiative also involves cause marketing; BB will repurpose traded-in older computers with its circular economy efforts.
• The company will likely:
  • Launch promotional material supporting the deal
  • Keep increasing national TV spend
• Target demographic: 
  • Millennials and Gen-X with a male skew

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: BB has allocated roughly $23.1m toward national TV commercials YTD, up 31% from the roughly $17.6m allocated within the same 2021 timeframe.
  • Last year: The retailer allocated around $43m toward this channel last year after having allocated 22% more, around $52.5m, in 2020.
  • 2022 ad programming: BB's 2022 commercials have targeted the male-skewed audience of shows such as NFL Football, NBA Basketball, The Oscars, The 64th Annual Grammy Awards, and Inside the NBA.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, the company has spent approximately $91.9m on digital ads, 20% less than the approximately $114.6m spent by this point last year.
  • YTD data: BB has earned ~11.3b digital impressions YTD via Facebook (27%), Twitter (20%), desktop video (18%), desktop display (16%), Instagram (13%), and mobile display (5%) ads.
  • Last year: The company's estimated full-year 2021 spend of $162.8m reached 27% more than that of $128m in 2020.
• Additional channel insights  
  • The company utilizes OOH, print, and local broadcast.
  • It works with influencers as well.

Additional agency insights: