Best Buy campaign takes influencers to new heights

To launch the PR component of its back-to-school ad campaign targeted at parents, Best Buy Canada took media and social influencers for a helicopter ride around Toronto earlier this week.

Best Buy Canada communications manager Elliott Chun said the Canada-wide marketing campaign, called Translate, “Tackles the fact that parents are confused when it comes to back-to-school shopping. Students are often more educated than [their parents] when it comes to some of the gadgets.”

The PR element of the campaign, called #PermissionToHover, was aimed specifically at helicopter parents — those that are perceived to be too involved with their kids.

Self-defined helicopter parent and blogger Rebecca Keenan said, “Helicopter parenting brings up the image of a parent that’s hovering over their child, supervising them at all times. Most parents have a little helicopter in them; you might be laid back otherwise, but there might be a couple things you want to control.”

The tech company wanted to increase social media reach around the back-to-school campaign while also making a direct connection with helicopter parents; so, in combination with the hashtag #PermissionToHover, media influencers were invited to tour above Toronto in the Best Buy helicopter.

“Helicopter parenting can often have a negative connotation, but here we have our media and influencer communities to tell the [campaign] story. So parents can have the #PermissionToHover and feel engaged with their kids,” said Chun.

Keenan said to helicopter parents, #PermissionToHover means “It’s alright to want the best for our kids and it’s ok to take control of some situations, especially when we’re putting out our money. There’s nothing to be ashamed of.”

Though the objective of the #PermissionToHover PR campaign was to promote Best Buy Canada’s edgier image and reach helicopter parents, the overarching goal of the Translate ad campaign is larger.

“Back-to-school is the second busiest holiday for us next to the December holiday,” said Chun. “We want to become that destination for back-to-school. We want to be top of mind, so awareness is big.”

Campaign creative was developed by Union, Veritas managed public relations while Media Experts handled media buys for the Translate ad campaign.