Office gear is a workplace necessity that most people – especially young professionals on Instagram – tend to overlook. @OfficeDepot wanted to reach this group of individuals and get them excited about seemingly ordinary office gear all while encouraging them to Gear Up For Great™.
It's all about the gear, of course!
We featured office gear in the types of cleverly colorful compositions that reflect the content these young professionals were seeing on Instagram each day.
Our Team vs. Team posts pit two pieces of office gear against each other in an interactive way that encouraged fan voting and engagement in a manner that was completely unique to Instagram's platform.
Taking advantage of a popular hashtag trend, our #FromWhereIStand posts portrayed office gear in a way that placed our fans in the shoes of various employees, showing that office gear helps everyone achieve greatness.
Numerous posts highlighted office gear individually by using hand-made typography, fun angles and clever layouts, providing a great deal of eye candy for fans.
We even interacted with fans, brands and influencers who shared or regrammed their favorite office gear using the #GearLove and #GearUpForGreat hashtags! This was important as it helped extend @OfficeDepot's Instagram presence beyond the brand's feed and reinforce the fans' love for gear.
One thing is absolutely certain…office gear was never more exciting in 2015. Just take a look at these results!
@OfficeDepot's Instagram followers grew by a whopping 192% while experiencing a 65% increase in engagement rates. On average, the brand earned 75 likes per post and over 450 likes per week.
By exposing people to an exciting look at the office gear they take for granted every day, @OfficeDepot has solidified itself on Instagram as a bold brand with great gear.