Best Buy | 2011

In the fall of 2013, I played a leading role in securing a significant new client for our agency, Best Buy.

Following a rigorous multi-round pitch process, we emerged victorious in Best Buy's annual review and were awarded our first project - the development of their Facebook RewardZone App. This project marked a significant milestone for our agency, signifying our ability to compete and win against established industry leaders. The collaborative team included the full talent of DesignKitchen, alongside a powerhouse group of individuals from WPP & CHI Partners.

Round 1: Social Strategy RFP

Transitions to new roles often spark opportunities for growth. Upon joining the Strategy team, I eagerly took on additional responsibilities in business development and pitch creation. When Best Buy launched its annual social media account review, our team was challenged to develop a compelling RFP response. The brand sought demonstrations of expertise in leveraging digital currency and e-commerce within social platforms, alongside a comprehensive overview of our social and digital media capabilities. I actively contributed to the research and narrative development of the response, leveraging my skills to showcase our agency's strengths and creative vision.

Round 2: Social Strategy - Mini RFP

Our initial RFP response for Best Buy's social media account resonated strongly with the brand, particularly the depth and relevance of the research presented. This success propelled us to the next stage, where the challenge was to develop specific recommendations and strategies for engaging the elusive "gamer" audience. Recognizing Best Buy's struggle against used-game retailers and niche competitors, we sought to understand the core values and interests of this target group. Through focus groups, industry data analysis, and a willingness to challenge conventional thinking, we uncovered a unique and powerful insight into the gaming culture, laying the foundation for a compelling strategy tailored to resonate with this vital audience.

Winning Social Strategy

Our research yielded a powerful insight: gamers foster a strong sense of community, often forming close-knit groups that share a passion for gaming, unique cultural elements, and a desire to connect with like-minded individuals. Recognizing these shared characteristics, we conceptualized the 'Kunami Code of Decks,' a strategic approach that mirrored the nuanced communication styles present within gaming communities. This innovative approach resonated deeply with Best Buy, ultimately leading us to win the RFP for the CHI | Wunderman Group. Our first project under this partnership involved the development of the Facebook Best Buy RewardZone App.