Best Buy takes the mystery out of wearables

The retailer brings some levity to the vast category, trying to teach folks about the growing space.

Still hunting for the perfect present for that tech lover on your list? Best Buy is hoping you’ll pop into a store and check out its selection of wearables this holiday season.

The retailer has been in the wearable game for a while, says Danielle Jang, communications manager at Best Buy, but since the topic has exploded in recent months – and has branched out of the fitness category – she says it was time the retailer started telling people just how many products they carry.

The campaign, which launched this week, features Canadian comedian Debra Digiovanni telling folks “What the heck is wearable tech.” Created by PR firm Edelman, the campaign will live online, housed on YouTube and a microsite where folks can go to learn more about the category.

“There is some intimidation and confusion around [wearables],” Jang says. “So we wanted to have fun with it and Debra is hilarious and has a great, light-hearted way to talk about these items.”

The campaign will run through the end of the month, and is largely designed to build awareness for the category in general. Since there are so many different types of wearables, this campaign is focused on a mass audience, she says, and once the awareness is built, the brand will focus in on targeting more precisely based on the category (i.e. fitness versus dog wearables).

The campaign runs concurrent to the brand’s holiday push created by Union. The TV campaign, with media handled by Media Experts, launched just before Black Friday and will run until after Boxing Day. The campaign features a grandmother learning about GoPros to gift her grandson.

“The insight for this campaign is that everybody wants to give the perfect gift, but not everyone is an expert in the latest trends,” says Catherine Walsh, director of consumer insight and media services. “So that’s where we come in.”

This is the brand’s biggest campaign of the year, Walsh adds, and is designed to help keep the retailer top of mind during the holidays.