Who:

Best Buy Canada

BestBuy Canada Ltd. and Hashtag Communications Inc.  

BestBuy Canada wanted to Drive Awareness and Engagement to the Google Home Product by utilizing influencers for content and amplification.  They wanted to specifically promote their partnership with the GoogleHome. 

What:

BestBuy Canada wanted to Drive Awareness and Engagement to the Google Home Product by utilizinginfluencers for content and amplification.  They wanted to specifically promote their partnership with the Google Home and announce that pre-order was exclusive to BestBuy 1 week before the product hits retail stores.   BestBuy went in with the intention of getting 100,000 impressions however Hashtag was able to deliver over 800,000 organic impressions through leveraged relationships. 

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When:

June 17th – July 5th

Where:

Toronto

Why:  

BestBuy wanted to market the product to millennials and since majority of millennials spend their time on Instagram it made sense to utilize that platform.  Instagram is more visual and better fit for what the Google Home was trying to accomplish and has clearer integrations for e-commerce.  The Influencers were also able to utilize their Instagram stories to make more diverse content, pushing to their videos and tagging and hashtagging the brand while keeping it all within the same platform.    

How:

Hashtag Communications scouted 5 influencers in the comedy realm and came up with a strategy for them to create short Instagram skits playing with the product.  They also were taken to a Google Home event where they were mandated to create an Instagram story comprised of 5 clips or more using all the appropriate hashtags and tags.  

INSTAGRAM STORIES

First Phase – Go To Google Home Launch event in Toronto.

The campaign focused on 5 Instagram Influencers and taking them to the Best Buy x Google launch event in Toronto.  At the event they were educated on how to use the Google Home.  They were required to make an engaging Instagram story using the proper tags and hashtags.The following day they each set up their Google Home individually and posted a comedic video on their Instagram of them asking the Google Home 3-5 funny questions. 

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Results:

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Google always keeps me in tune. #GoogleHome available at @bestbuycanada now! #Ad

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Total Impressions

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