TWELPFORCE by Crispin Porter + Bogusky Boulder for Best Buy

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TWELPFORCE

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market United States
Agency Crispin Porter + Bogusky Boulder
Director Henry Alex-Rubin
Associate Creative Director Justin Ebert, Dj Pierce
Creative Director Carl Corbitt, Evan Fry
Editor Lucas Spaulding Of Spotwelders
Released July 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: BEST BUY
Product/Service: BEST BUY
Agency: CRISPIN PORTER + BOGUSKY
Date of First Appearance: Jul 17 2009 12:00AM
Entrant Company: CRISPIN PORTER + BOGUSKY, Boulder, USA
Entry URL: http://wwwawards.cpbgroup.com/awards/2010/cl_cl/bb_twelpforce.html
Chief Creative Officers: Andrew Keller/Rob Reilly/Jeff Benjamin (Crispin Porter + Bogusky)
Creative Director: Evan Fry (Crispin Porter + Bogusky)
Associate Creative Director: DJ Pierce/Justin Ebert (Crispin Porter + Bogusky)
Interactive Executive Creative Director: Jeff Benjamin (Crispin Porter + Bogusky)
Copywriters: Justin Ebert/David Littlejohn/Tom Pettus (Crispin Porter + Bogusky)
Art Direction: DJ Pierce/David Brown (Crispin Porter + Bogusky)
Interactive Art Director: Kat Street (Crispin Porter + Bogusky)
Experience Director: Matt Walsh (Crispin Porter + Bogusky)
Experience Designer: Tiffany Yang (Crispin Porter + Bogusky)
Interactive Designers: Daisy Chavoshi/Christian Behrendt/Slava Morshch/Leif Abraham (Crispin Porter + Bogusky)
Graphic Designer: Greta Ackerman (Crispin Porter + Bogusky)
Group Executive Producer: Pam Scheideler (Crispin Porter + Bogusky)
Executive Integrated Producer: Pam Scheideler/Paul Gunnarson (Crispin Porter + Bogusky)
Integrated Producer: Brenda Fogg (Crispin Porter + Bogusky)
Senior Art Producer: Robert Hannau/Peter Nolan (Crispin Porter + Bogusky)
Director: Henry-Alex Rubin (Smuggler Production)
Executive Producer: Lisa Rich (Smuggler Production)
Line Producer: Drew Santarsiero (Smuggler Production)
Director of Photography: Marcelo Durst (Smuggler Production)
Editor: Lucas Spaulding (Spot Welders)
VP Group Media Director: Bryant King (Crispin Porter + Bogusky)
Associate Media Director: Lori Hanchey (Crispin Porter + Bogusky)
Associate Media Director: Jennifer Bollman (Crispin Porter + Bogusky)
Media Supervisor: Lisa Hill (Crispin Porter + Bogusky)
Media Planner: Katie Minkner (Crispin Porter + Bogusky)
Media Planner: Mike Harris (Crispin Porter + Bogusky)
Media placement: Online Banners - Online - 17 July 2009
Media placement: TV Campaign- 4 Spots - TV - 19 July 2009
Media placement: Lapel Pins - In-Store - 19 July 2009

Results and Effectiveness
Since the launch, Twelpforce has answered thousands and thousands of tweets, landed Best Buy in the top 25 social brands of 2009, and helped drive over-all customer complaints down by nearly 20% from last year. During the campaign, the Twelpforce responded to over 20,000 questions and has over 16,000 followers. The Blueshirts also played an integral part in this campaign with over 2,000 employees participating. In terms of products, laptop sales beat Best Buy’s forecast by 40%, proving that knowledgeable and readily accessible employees lead to an increase in purchases by consumers who feel smarter about their tech decisions.

Creative Execution
Our creative strategic solution was Twelpforce: the first-ever, digitised, volunteer army of Best Buy employees available 24 hours a day, 7 days a week on Twitter. Not to push products. Or sales. But to provide 'twelp'. The impact of this new approach to customer service quickly validated itself as other brands began creating replica Twitter service programmes of their own. With Twitter as the campaign hub, online banners drove users to the Twelpforce page to get more information, or the specific product pages on BestBuy.com. Broadcast spots provided reach and drove awareness of both the Twelpforce and products that would satisfy their Back-to-School needs. All spots were tagged with the Twelpforce URL. Channels of media focus included social, shopping comparison, tech, mobile, broad reach, lifestyle and news. We needed a broad mix to reach parents as well as students and to drive awareness of the Twelpforce while driving product sales.

Insights, Strategy & the Idea
As the top US electronics retailer, Best Buy understands how to get customers the products they want. But, consumer needs, the retail landscape and marketplace have all changed. To differentiate themselves from the primarily cost-focused competition, Best Buy must evolve their business past point of sale to helping its consumers understand how to use the technology they. For the Back-to-School campaign, we were tasked with selling mobile phones as well as laptops designed specifically for students. Our target audience was both students and parents within a group we call Experientials. The larger Experiential group is interested in technology and Best Buy for how it can enhance their everyday life. Twelpforce came to life based on Best Buy’s key asset of the Blueshirts, our understanding of competitive pressures and the need to interact with our customers differently.