Best Buy teams up with influencers and YouTubers for holiday campaigns, including 'Hot Ones' and 'Binging with Babish'

"We are a brand that is really trying to continue to stay relevant, and I think one of the best ways to be relevant in consumers' lives is [to] show up where they're at: They are tied in with influencers, they're using social media,"

"It would be foolish to ignore the creator economy. This is a very significant shopping channel, and it's a really important place for us to be, from a business standpoint."

"They're a step beyond just being influencers; they are really hosting media platforms. We are taking a passion point of customers and then parlaying that into a way to really meet them and show up in a relevant way."

"We've partnered with influencers in the past, but we're ... partnering with them even more this year."

Best Buy is integrating influencers into its holiday marketing through sponsorships, creator partnerships and an influencer-featured connected TV ad alongside traditional CTV and linear spots. The company booked sponsorships on high-profile YouTube shows Hot Ones and Binging with Babish, collaborating with hosts on custom content and themed segments. The approach targets creator audiences directly, tapping large subscriber bases and leveraging creator-led ideas. Best Buy positions the creator economy as a significant shopping channel, expanding influencer partnerships both inside and outside its creator program to better meet consumers where they discover products.

Read at Modern Retail