Partnership campaign · Five Below

Bugha Partnership

Gaming is here and Five Below wants in! Five Below promises to bring the expensive world of gaming to everyone for an affordable price through a partnership with Kyle (Bugha) Giersdorf, Fortnite World Cup champion.

Meet Bugha campaign banner: Fortnite World Cup champion Kyle Giersdorf holding his trophy, wearing a Bugha hoodie

My role

Lead Designer

Timeline

3 months

Team

1 Graphic Designer
1 Copy Writer
1 Photographer
Bugha

Tools

Figma Photoshop Lightroom HTML + CSS JIRA

Deliverables

Landing page Digital assets Store signage Social ads Product photography

200%

comp on the new ecommerce website, year over year

5th

best sales week in company history

Millions

of impressions across paid and organic social

The challenge

Gaming is expensive. Five Below isn't.

The problem

Gaming is an expensive sport. How does a bargain store enter this space? The product needs to be affordable but presented in a way that emphasizes quality.

Goals

Enhance Bugha's existing branding in a way that still feels Five Below. Blend high end gaming gear with the amazing value only Five Below can bring.

Bugha landing page shown on a laptop and a phone

Digital assets

Product, lifestyle, and motion

Product photography

Ramping up our paid social with a mix of product, lifestyle and motion, drove millions of impressions and a 200% comp on our new ecommerce website YoY.

Four Bugha-branded product shots: speakers, a backlit keyboard, a headset, and a gaming mouse

Social, and in store

We promoted this partnership with an in-store event followed by a series of videos from Kyle (Bugha) where he spoke to and engaged with fans. The excitement drove fans to purchase on the spot and have Bugha autograph items in store.

Bugha standing in front of the in-store gaming display at Five Below

Final result

The most successful partnership in Five Below history.

Most successful brand partnership in Five Below company history.

Launch was the biggest sales week of the year.

5th best sales week in company history.

Millions of impressions across paid and organic social.

Engagement hit an all time high for the company.

Next project

Five Below homepage redesign

View case study →

Let's make something good.

Open to senior digital and graphic design roles and projects. Email is the fastest way to reach me.

contact@davidbuceta.com LinkedIn

David Buceta, Senior Graphic & Digital Designer