'Staples Baddie' went viral. Here's what the retailer is doing about its Gen Z employee's internet fame

"It's a distinctly Gen Z approach to social media. Videos from Staples Baddie (whose real name is Kaeden) feature ASMR, heavy slang, and an authenticity that has viewers hooked. Comments on Kaeden's videos range from tame ("Staples better give you your flowers asap" on a January 21 post about business cards) to unhinged ("Staples did my BBL" on a February 6 video about the one-stop shop). Each video is flooded with users sharing that they went to Staples after seeing Staples Baddie's (unofficial) promo."

"But what's most effective about this kind of influencer marketing is that, well, it isn't really marketing. Staples Baddie isn't a paid micro-celebrity; she's paid, but it's her wage for working at the store. The creator's videos are often filmed on the clock, with her sporting the Staples-branded red shirt, lanyard, and name tag, but she's still found a way to be authentic about what she's promoting, something that paid collabs with influencers often miss the mark on."

"The creator's videos are often filmed on the clock, with her sporting the Staples-branded red shirt, lanyard, and name tag, but she's still found a way to be authentic about what she's promoting, something that paid collabs with influencers often miss the mark on. Staples Baddie is self-aware, too: In a January 30 video, Kaeden dryly argues that she deserves commission because "[she's] like the Paris Hilton of Staples." And Staples seems to agree."

Kaeden, known online as Oblivion and nicknamed Staples Baddie, gained TikTok attention starting in January by showcasing niche services and products available at Staples. Her videos employ ASMR, Gen Z slang, and on-the-clock authenticity while she wears a Staples red shirt, lanyard, and name tag. Viewer reactions range from praise to exaggerated jokes, and many users report visiting Staples after watching her posts. The influx of customer interest provides relief for Staples amid disclosed financial struggles caused by online shopping trends. The content functions as organic promotion because posts are not paid brand deals; Kaeden receives only her hourly wage.

Read at Fast Company