To compete against Amazon, Best Buy wisely decided to focus on the expertise of their in-store staff. Combine that with a nearly insatiable need for social and digital content, and the assignment was to figure out how to make hundreds of videos with real “Blue Shirts” for as little as possible.                   

In short, this wasn’t just about making content, it was about creating an entire process—from casting to “script” approval through final production—that could be repeated quickly and with consistently good results.

By the end, there were four creative teams cranking out batches of videos every week, some with up to nine videos and multiple versions of each for Facebook, Instagram, Twitter, YouTube, etc.

You can see the full collection on Best Buy’s YouTube channel.

Best Buy has 35,000 store employees. Finding ones that could be themselves on camera? Can you say “needle in a haystack”?

Each social platform has various ad sizes and types, so we had to figure out how to make versions for everything.

We also had to develop messaging strategy and rules for each platform so that multiple teams could produce a high volume of work, consistently.

Even the space where the videos were created had to be imagined and brought to life.