While most people are more focused on gifts for friends and family during the holidays, Office Depot wanted to create a new type of gifting behavior around co-workers. So, we took typical office idiosyncrasies and turned them into gifting opportunities.

To do this, the brand took existing products they sell, and reimagined them to connect with co-workers’ behaviors. Together, these products became part of the Co-worker Collection, and were made available to customers both in¬store and online. Whether it’s the 9AM music enthusiast, absent minded project manager, or the phantom pen thief, the Co-worker Collection offered gifts for everyone in the office. Gifts included the “Stop stealing all my pens” pens, the “We get it, it’s yours” label maker, the “I’m not your personal reminder” sticky notes, and many more.

The Co-worker Collection product line featured a total of 21 products available in-store and online. To launch the campaign we created a series of web films, each one identifying a different office character worthy of a gift. The films were shared across Office Depot’s social platforms and YouTube. The films then directed users to our landing page, where they could view the entire collection and purchase gifts.

We continued the conversation on social media, with infographics showcasing office gifting trends and annoying co-worker habits. Office Depot also promoted additional products from the collection on Instagram, using a series of infomercial style videos to complement the existing web films.

The Co-worker Collection was brought to life in-store with gift fixtures featuring the collection, hanging signage, and associates wore buttons urging customers to inquire. The Co-worker Collection stickers were made available both at checkout, and for download on the Office Depot website.

The Co-worker Collection was a success. During a quarter when all retail traffic was down 7%, the Co-worker Collection drove incremental sales in key product categories, including a 5% increase in writing products, a 25% increase in personal care products and a 10% increase in monitor categories.

Overall the campaign delivered over 40 million impressions, 3.4 million engagements and generated incremental retail sales of $2 Million and online sales of $464K. Total sales generated hit a whopping $2.5 million.

The video views reached 2.3 million, 77% over the projected 1.3 million. The PR campaign gathered over $2 Million media value. The Co-worker Collection started out as a one-time activation, however the success of the campaign for Office Depot is manifest, as the brand plans on making the collection an annual program that will be sold again this holiday season.