Proof Before Scale: The Pilot That Paid Off

When Progressive Leasing and Best Buy joined forces, analysts projected the partnership could generate up to $4 billion annually for Best Buy. But first, consumers needed to know the option existed. Our task: build awareness and interest in Progressive Leasing’s lease-to-own payment service—especially among young, tech-savvy adults seeking alternatives to credit cards. With 65% of users new or lapsed Best Buy customers, the program was a powerful acquisition engine waiting to be unlocked.

Amid the pandemic, access to essential tech became both urgent and difficult. Our strategy—“Unbox Happiness”—positioned Progressive Leasing as a way for more people to experience the joy of unboxing new tech for themselves or loved ones, even without perfect credit.

We launched a focused pilot in Atlanta, Dallas, and Tampa using a balanced mix of high-impact outdoor and hyper-targeted digital placements. Excluding search and social, we designed a pure awareness-and-conversion test to prove viability before scaling.

The campaign delivered—digital benchmarks exceeded by 2x and video completion rates up 11 points above goal. While Progressive Leasing didn’t share internal transaction data, results validated audience strategy and creative effectiveness, paving the way for the client to bring the program in-house.

For CMOs, this pilot proves the power of precision: with the right insight, even a limited rollout can spark lasting growth and define a model for scalable success.