Campaign: We Supply Kindness
Company: Office Depot
Nonprofit Partner: Born This Way Foundation
Launch Date: July 17, 2012
This year, Office Depot’s back to school campaign takes on a cause message as well as a cause-related marketing campaign in an attempt to encourage youth to feel confident about their individuality. In partnership with Lady Gaga’s Born This Way Foundation, the office retailer will offer a line of limited-edition products including “Kindness Sticks” Post-It® Notes, Sharpie® pens, and “Bravery Bracelets” with 25 percent of the sales donated to the Born This Way Foundation. In addition, $5 from the sale of each $20 “empowerment gift cards” will be donation to Gaga’s Foundation, for a guaranteed donation of $1 million this year.
Office Depot’s back-to-school effort provides a unique approach in its attempt to win the loyalty and patronage of the youth market. From their message of youth empowerment to their chosen nonprofit partner, this highly visible effort was undoubtedly designed to attract attention and rise above the clutter. This Huffington Post piece shares some of the attention the campaign has raised – not all of it good. Whether this message will resonate with the desired audience and translate into increased sales remains to be seen but Office Depot earns high marks in our book for its willingness to take such a bold stand on this potentially controversial cause.