Office Depot Goes Back to School Proud

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Office Depot Goes Back to School Proud

By Cyndi Loza - 07/27/2018

Office Depot is teaming up with singer and actress Sabrina Carpenter for a “Back to School Proud” campaign.

The partnership centers on a sweepstakes awarding a trip to meet Carpenter. Consumers enter from July 12 through Sept. 3 through a promotional web page (officedepot.com/sabrinacarpenter), which also lets shoppers:

  • view behind-the scenes footage of Carpenter’s “Almost Love” music video,
  • listen to an audio clip of Carpenter explaining the creative process behind the song, and
  • browse a list of Carpenter’s “back-to-school picks,” which include private label Tul retractable gel pens, and rose gold-colored earbuds from private label Ativa. 

Ads within July 23 and 25 emails spotlight Carpenter’s back-to-school picks, directing users to the promotional page. A video (see below) uploaded to the retailer’s YouTube page also supports the sweeps, which Ventura Associates International, New York, administers.

“Education is something I’m a firm believer in, it gives us the tools to be able to learn and decide what we want to do with our lives,” said Carpenter in a media release. “It’s important to be prepared, which means having the right school supplies. I’m so excited to be partnering with Office Depot on their Back to School Proud campaign!”

Back to School Proud

In stores, the retailer’s Back to School Proud campaign is communicated via bright yellow displays and signs depicting face emojis. Account-specific activity includes a floorstand from Casio America’s Casio employing the yellow color scheme and depicting a grinning, squinting emoji. 

Similar to last year, the retailer's back-to-school campaign spotlights low-cost school essentials. Twitter, Facebook and YouTube covers, an ad within the retailer's mobile application, banner and display ads on officedepot.com, and email blasts promise "low prices all summer long" starting at 25 cents. A carousel ad on the retailer's website and a TV spot (see below) also promise low prices and spotlight 50-cent school supplies such as a 24-pack of Hallmark Cards' Crayola crayons and store brand glue.

According to a media release, the latter TV spot is one of two that the retailer said were created to be infused with “a dose of humor coupled with the reality and sometimes stress that any parent feels at the beginning of every new school year. Whether mom and dad are dropping their daughter off at the first day of college or looking for a quick and easy way to purchase their son’s school list online, Office Depot and OfficeMax deliver all the supplies they need, and the prices they want, all summer long.”

Digital School List 

Office Depot’s mobile app, and desktop and mobile website are now integrated with an online database of more than 1.2 million teachers’ school supply lists from across the country to allow shoppers to add all of a student’s school-specific supplies to their cart in one click. Shoppers access the function through the app or officedepot.com/schoollist by entering their zip code and selecting a desired school and classroom. Items populated in the list range from store brand folders to SC Johnson’s Ziploc bags. 

Among other notable seasonal activity: 

  • Slime-focused school supplies from Nickelodeon and SKUs used to make slime from Newell Brands' Elmer's enjoy secondary merchandising space in stores via endcaps. A July 25 tweet from Nickelodeon touts the SKUs, which appear to be exclusive to the retailer. 
  • The retailer is spotlighting new Science, Technology, Engineering, Art and Math (STEAM) monthly subscription kits. Designed for children age eight and above, the kits are $19.99 a month and filled with hands-on activities and experiments. A promotional page within officedepot.com and a July 24 Facebook update supports. 

Click here, for a complete gallery of this year’s back-to-school activity at Office Depot.