Best Buy's latest campaign, “Believing is Seeing,” tackles a challenge many marketers of emerging technology face: Some products simply don't translate through a screen. Through TV, creators, partnerships, and in-store experiences, the campaign aims to bring RGB LED technology to life.

"At the heart of this campaign is a simple insight: RGB TV picture quality is so advanced you need to see it for yourself to understand the difference. Our research showed that when consumers read about RGB LED technology, the benefits felt abstract. But the moment they experienced it in person, the difference was clear,” said Marty Senn, Best Buy's chief creative officer.

Though the campaign spans TV, digital, social, influencers, retail media, and search, each channel serves the same purpose: driving store visits.

Rather than treating each channel independently, Best Buy designed what Senn called "a connected journey." TV and high-impact video introduce the technology, digital and creators build relevance, and retail media and search capture purchase intent.

"But the most powerful moment of persuasion is still in-store," he said.

That strategy aligns with how consumers still shop for electronics.

• Among shoppers who purchase electronics at least once a month, 65% of their shopping takes place in-store, according to Path to Purchase Institute's Evolution of the In-Store Shopping Experience study.
• In addition, 33% of consumers say informational or inspirational content on in-store TV screens frequently prompts them to locate a product and consider buying it, suggesting the showroom itself remains a powerful marketing channel.

The “Believing is Seeing” campaign is part of a broader experiential retail strategy. Best Buy has similarly invested in hands-on experiences through Meta Lab activations, where shoppers can test VR headsets and AI glasses, and an IKEA partnership that integrates connected technology into realistic home settings.

The approach also acknowledges a reality facing consumer electronics marketers: Replacement cycles are getting longer, making it harder to convince consumers that incremental improvements justify an upgrade.

Instead of leading with technical specifications, Best Buy's creative focuses on consumers' reactions. Television spots feature shoppers encountering vivid wildlife footage on RGB LED displays, emphasizing surprise and curiosity over product specs.

"Watching TV is an emotional experience, so we wanted to lean into those real, genuine emotions people have when they experience RGB TVs in our stores for the first time. There are other channels we can use to explain the technology, but the creative was designed to mirror that moment of discovery," Senn said.

The education before the experience

Best Buy partnered with creators including Life with Cina, Brooke Mason, and Andrew Bond to show how RGB TVs perform in real-world settings, from movie nights to gaming sessions.

"Creators bring credibility and relatability in a way that traditional advertising can't always do. With a technology like this, people want validation from voices they trust, especially voices who can experience and react to it in real time," said Senn.

Best Buy’s YouTube channel carries the message online, with explainers and side-by-side comparisons of the technology across brands. On Best Buy’s website, the RGB hub gives shoppers a place to research how RGB LED works, compare TVs by brand and size, and locate a nearby store to see the technology in person.

The approach embraces an inherent paradox: Best Buy is using digital advertising to promote a television technology that consumers can't fully appreciate on the screens they're already using.

"It seems counterintuitive, but what better place to talk about new TV technology than on your old TV? Since we can't demonstrate it over any screen you might currently have, we wanted to spark that 'I need to go see this for myself' curiosity,” said Senn.

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