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

Core Insights - The rise of TikTok creator @blivxx, known as Oblivion or Staples Baddie, has brought attention to Staples through her authentic and engaging content [1][2] - Staples is experiencing a positive impact from the influencer's videos, which are driving customer traffic to their stores amid financial struggles in a competitive online shopping environment [2][3] Group 1: Influencer Marketing - Staples Baddie is not a traditional paid influencer; she creates content while working at Staples, which adds authenticity to her promotions [3] - The influencer's approach resonates with Gen Z, utilizing ASMR and heavy slang to engage viewers [1][2] Group 2: Company Response - Staples has publicly acknowledged the positive response to Kaeden's content, with the Chief Marketing Officer expressing pride in her work and the enthusiasm she generates [4][5] - The company plans to continue supporting Kaeden's content creation, indicating a mutually beneficial relationship [4][5]