Main Challenge

Office Depot wanted to scale up their digital marketing efforts and teamed up with Remotion in early 2020. The main focus was to strengthen their market position, attract new B2C and B2B customers, retain existing ones, and build a framework for unique, automated customer journeys.

Strategy

The paid social strategy included several unique customer journeys for Office Depot's customers across two business areas: Office Supplies and Business Services. The focus was on driving sales by building brand awareness, generating leads, and securing purchases—both in-store and online. To make this happen, we at Remotion set up a technical infrastructure focused on building data-driven audiences based on how customers behave on social media and the web. We paired this with relevant, tailored content for every step of the marketing funnel.

Concept

Office Depot wanted to shift their brand direction and start communicating in a fresh, more modern way. All key focus areas needed to be communicated more creatively and with a new, engaging voice. With this in mind, Remotion created the messaging “Everything for the office, and then some.” This became the starting point for all social media advertising.

To build recognition and relevance, the focus was on showcasing different types of office setups, work lives, and the various vibes they bring. The concept was highly adaptable and easily adjusted when the pandemic hit and changed the world, prompting people to start working from home.

Distribution

Facebook, Instagram, and Pinterest were the go-to channels for the office supplies segment (B2C). We took a data-driven approach, constantly prospecting for audiences likely to engage and guiding them down the funnel. The distribution plan also included conversion-focused steps, such as store visits and dynamic product ads (DPAs), to ensure the ads remained highly relevant and boosted sales. For Business Services, LinkedIn was the primary channel, with Facebook and Instagram serving as secondary retargeting channels. The key to success was continuous optimization, testing our hypotheses, and working with a data-driven audience strategy.