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- Holiday strategy: blending TV ads with creator-driven content
- Big-name creator tie-ins: YouTube shows and a first-ever influencer CTV spot
- Creator Program and storefronts: a new commerce layer
- Additional influencer partnerships beyond the creator program
- Why retailers are expanding creators into new media
- Voices from Best Buy and the influencer industry
- What to watch as the campaign unfolds
Best Buy is widening its holiday marketing playbook by leaning heavily into creators and influencers. The retailer is mixing traditional media buys with tailored creator-led content to reach shoppers where they spend time online.
Holiday strategy: blending TV ads with creator-driven content
This season, Best Buy is not abandoning linear or connected TV. Instead, the company is layering influencer partnerships on top of those channels. The aim is to make tech shopping feel personal and timely during the holidays.
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- CTV and linear TV remain part of the mix, but now include creator-led spots.
- Sponsored content on major YouTube series plugs Best Buy into creators’ existing audiences.
- Creator-program integrations promote storefronts and curated product lists.
Big-name creator tie-ins: YouTube shows and a first-ever influencer CTV spot
Best Buy has booked sponsorships on high-profile YouTube programs to hit large, engaged audiences. These collaborations were developed with creators to keep the content authentic.
Sponsored YouTube programming
- Hot Ones: Host Sean Evans will produce custom segments that weave Best Buy into his channel before the Hot Ones holiday special.
- Binging with Babish: Andrew Rea will craft themed dishes and demonstrate how Best Buy products fit into his cooking workflow.
The retailer worked with the shows to create content that reflects the creators’ formats. The approach treats influencers as media platforms, not just spokespeople.
Influencer in CTV for the first time
Best Buy has placed an influencer in a connected TV commercial for the first time. Designer and former publicist Jenny Reimold appears in a CTV spot.
She showcases tech gifts and how gadgets support family holiday rituals. The ad uses her point of view to make the message relatable and to highlight technology as a meaningful gift.
Creator Program and storefronts: a new commerce layer
Best Buy’s Creator Program, launched earlier this year, gives creators tools to monetize recommendations. It’s central to the company’s holiday plans.
- More than 1,000 creators have enrolled in the program.
- Over 200 creators have opened storefronts that feature curated product lists.
- Storefronts allow creators to earn commission with no cap, and to link directly from social channels.
Early participants include well-known tech creators such as Linus Sebastian, Judner Aura, and Jenna Ezarik. Best Buy will promote these storefronts within its Gift Center holiday hub.
Example storefronts mix practical tech with seasonal picks. One creator’s list includes headphones, gaming controllers, kitchen gadgets, and novelty items aimed at holiday gifting.
Additional influencer partnerships beyond the creator program
Outside its formal program, Best Buy has worked with roughly 200 more influencers on sponsored content. These creators will share personal stories about giving, gifting, or using tech for holiday moments.
The retailer is testing multiple touchpoints across channels. This lets teams measure which formats and creators drive the best engagement and sales.
Why retailers are expanding creators into new media
Industry strategists say brands are following creators into spaces beyond social feeds. The logic is both audience-driven and financial.
- Creators can extend their influence into CTV, in-store displays, and point-of-sale activations.
- Bringing creators into premium channels can produce measurable returns and shared value.
- Seasonal partnerships let brands tap shoppers who are specifically looking for deals and gift ideas.
Influencer marketing experts note that seasonal activations are growing. Rather than always running evergreen promos, more creators now focus on holiday deals and seasonal messaging.
Voices from Best Buy and the influencer industry
Best Buy’s marketing leaders say the goal is relevance. They want to meet customers where they are and to use creators’ authentic voices to tell the brand story.
Agency and industry voices add that authenticity matters. Creators who truly understand products and who also reach mainstream audiences bring the most value.
- From the retailer’s side: Executives emphasize the importance of authenticity over scripted copy.
- From agencies: Experts urge ongoing engagement with creator communities to maintain relevance.
What to watch as the campaign unfolds
Key indicators will include how CTV spots featuring influencers perform versus traditional ads. Another signal is the conversion rate from creator storefronts.
Best Buy’s multi-pronged strategy will be observed closely by other retailers. If the mix of sponsored shows, storefronts, and creator-led CTV proves effective, it could shape holiday media buys in years to come.
