Staples Embraces Employee-Generated Viral Content, Overhauls Social Media Policy

The retail giant Staples has strategically embraced employee-generated viral content as a potent marketing asset, a shift catalyzed by the unexpected success of Kaden Rowland, popularly known as the "Staples Baddie," on the social media platform TikTok. Rowland's engaging videos, which creatively demonstrate the functionality of Staples' in-store equipment by producing unique items like "glorp cats"—a whimsical creation featuring a neon green feline with snail-like antennae—on merchandise such as mugs, mousepads, and coasters, have achieved remarkable traction. These videos have collectively amassed tens of millions of views and have spurred thousands of customer-generated posts, indicating a significant level of audience engagement and brand awareness.

Initially, Rowland's content creation operated in a gray area, potentially violating existing company policy. This situation mirrored a broader trend where employees who achieve viral fame often face termination, a fate that has befallen individuals at other prominent companies, including Sherwin-Williams and Chick-fil-A. However, Staples took a different approach. Bob Sherwin, Staples' Chief Marketing Officer, and Dina Mortada, director of social media and PR, recognized the immense marketing value inherent in Rowland's organic content. Instead of disciplinary action, they actively supported her, initiating a direct conversation to understand her creative process and acknowledge her success. This proactive engagement led to a significant reevaluation and subsequent overhaul of Staples' social media policy.

The company's new strategy officially embraces the reality that every employee, from the executive leadership to frontline associates, possesses a personal brand. This recognition signifies a fundamental adaptation to the evolving digital landscape, where authentic employee voices can serve as powerful brand ambassadors. While Staples has not disclosed specific financial metrics detailing the direct impact of Rowland's content, Sherwin confirmed a "measurable impact," underscoring the substantial, often cost-free, marketing benefits derived from such initiatives. The "glorp cat" phenomenon serves as a compelling case study in how unconventional and niche content can capture public imagination, drive consumer interest, and ultimately bolster brand visibility and affinity. This strategic pivot by Staples reflects a growing corporate understanding that leveraging the authentic reach and relatability of employee-created content is no longer a fringe tactic but a crucial component of modern marketing strategy, offering both employees a form of career resilience and companies an invaluable, albeit sometimes unconventional, avenue for brand promotion. This evolution signals a broader industry trend towards empowering and integrating employee voices into corporate communication and marketing efforts.