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

By now, the so-called “Staples Baddie” may have crossed your feed with her tutorials and informational videos exploring her workplace. TikTok creator @blivxx, known online as Oblivion, started getting attention in January for highlighting niche services and products offered at Staples.

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—and brands—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.

The influx comes as much-needed relief for the office supplies provider. Staples has been open about its financial struggles in today’s increasingly online shopping-driven economy.

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. Still, she’s found a way to be authentic about what she’s promoting, something that paid collabs with influencers often miss the mark on.

She’s 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.

“We’re incredibly proud of our associate, Kaeden, and the passion she brings to her work,” Staples Chief Marketing Officer Bob Sherwin said in an email to Fast Company. “It’s been exciting to see the positive response and enthusiasm she’s sparked.”

As for what’s next, the plan is simple for now. Kaeden will continue to film her content as Staples Baddie, with the support of Staples, which is mutually beneficial for everyone involved.

“We’ve connected with her to share our appreciation, and we are exploring opportunities to collaborate and continue supporting her creativity and engagement with the community,” Sherwin said in an email.

It all makes sense: When an opportunity arises like this one, for a content collaboration with an influencer who actually has a real connection to the brand, well, companies might be wise to support their local baddie.