Shopper Marketing - June 2016 - 26


PROGRAMS

The online activity included updates about
the collection on the retailer's Facebook and
Twitter accounts and five McCann-created
YouTube videos, which were also viewable on
the campaign's landing page, OfficeDepot.
com/coworker.
Souchon says all the different elements play
into Office Depot's larger "Gear Up For Great"
marketing platform that was introduced in
2015. The slogan is altered to fit seasonal campaigns, and in the case of the holidays it became "Gear Up For Gifting."
Souchon did not disclose the cost of the
campaign but said the company's investment
in it was comparable to its 2014 effort, which
had a general holiday gifting theme. "I can
share that overall the campaign was very successful at driving sales at retail, despite most
of the investment to drive awareness being
on the digital side," he says.
In all, 80% of the campaign's attributed
sales came from retail. The company also
posted a favorable ROI, receiving about $4.20
for every dollar it invested in the campaign,
Souchon says.
26

y SHOPPER MARKETING JUNE 2016

The campaign benefitted from buzz in advertising publications and its inclusion in the "12
Days of Giveaways" segment on Warner Bros.
Entertainment's "The Ellen DeGeneres Show."
"Ultimately, the program started a new
conversation about office gifting through an
integrated program that cut across advertising, PR, e-commerce and in-store," FrauenSM
glass says.

RETAILER: Office Depot
KEY INSIGHTS: 85% of co-workers enjoy exchanging holiday gifts, and 93%
of part- and full-time employees who
intend to buy a gift consider co-workers
friends.
ACTIVATION: The "Co-Worker Collection" campaign spotlighted a 34-category assortment of products such as "stop
stealing all my pens" pack of pens and
"stop asking to resend files" flash drives.
The campaign used social media and instore activity to tout the collection.



Table of Contents for the Digital Edition of Shopper Marketing - June 2016

Contents
Shopper Marketing - June 2016 - Intro
Shopper Marketing - June 2016 - 1
Shopper Marketing - June 2016 - 2
Shopper Marketing - June 2016 - 3
Shopper Marketing - June 2016 - Contents
Shopper Marketing - June 2016 - 5
Shopper Marketing - June 2016 - 6
Shopper Marketing - June 2016 - 7
Shopper Marketing - June 2016 - 8
Shopper Marketing - June 2016 - 9
Shopper Marketing - June 2016 - 10
Shopper Marketing - June 2016 - 11
Shopper Marketing - June 2016 - 12
Shopper Marketing - June 2016 - 13
Shopper Marketing - June 2016 - 14
Shopper Marketing - June 2016 - 15
Shopper Marketing - June 2016 - 16
Shopper Marketing - June 2016 - 17
Shopper Marketing - June 2016 - 18
Shopper Marketing - June 2016 - 19
Shopper Marketing - June 2016 - 20
Shopper Marketing - June 2016 - 21
Shopper Marketing - June 2016 - 22
Shopper Marketing - June 2016 - 23
Shopper Marketing - June 2016 - 24
Shopper Marketing - June 2016 - 25
Shopper Marketing - June 2016 - 26
Shopper Marketing - June 2016 - 27
Shopper Marketing - June 2016 - 28
Shopper Marketing - June 2016 - 29
Shopper Marketing - June 2016 - 30
Shopper Marketing - June 2016 - 31
Shopper Marketing - June 2016 - 32
Shopper Marketing - June 2016 - 33
Shopper Marketing - June 2016 - 34
Shopper Marketing - June 2016 - 35
Shopper Marketing - June 2016 - 36
Shopper Marketing - June 2016 - 37
Shopper Marketing - June 2016 - 38
Shopper Marketing - June 2016 - 39
Shopper Marketing - June 2016 - 40
Shopper Marketing - June 2016 - 41
Shopper Marketing - June 2016 - 42
Shopper Marketing - June 2016 - 43
Shopper Marketing - June 2016 - 44
Shopper Marketing - June 2016 - 45
Shopper Marketing - June 2016 - 46
Shopper Marketing - June 2016 - 47
Shopper Marketing - June 2016 - 48
Shopper Marketing - June 2016 - 49
Shopper Marketing - June 2016 - 50
Shopper Marketing - June 2016 - 51
Shopper Marketing - June 2016 - 52
Shopper Marketing - June 2016 - 53
Shopper Marketing - June 2016 - 54
Shopper Marketing - June 2016 - 55
Shopper Marketing - June 2016 - 56
Shopper Marketing - June 2016 - 57
Shopper Marketing - June 2016 - 58
Shopper Marketing - June 2016 - 59
Shopper Marketing - June 2016 - 60
Shopper Marketing - June 2016 - 61
Shopper Marketing - June 2016 - 62
Shopper Marketing - June 2016 - 63
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Shopper Marketing - June 2016 - 65
Shopper Marketing - June 2016 - 66
Shopper Marketing - June 2016 - 67
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Shopper Marketing - June 2016 - 104
Shopper Marketing - June 2016 - S1
Shopper Marketing - June 2016 - S2
Shopper Marketing - June 2016 - S3
Shopper Marketing - June 2016 - S4
Shopper Marketing - June 2016 - S5
Shopper Marketing - June 2016 - S6
Shopper Marketing - June 2016 - S7
Shopper Marketing - June 2016 - S8
Shopper Marketing - June 2016 - S9
Shopper Marketing - June 2016 - S10
Shopper Marketing - June 2016 - S11
Shopper Marketing - June 2016 - S12
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