Staples
Rebranding and Re-engaging with SMEs Across Europe
Brief
Three years after closing its UK stores and several outlets across Europe, Staples sought to re-establish itself in the European market with a fresh focus on business customers, particularly SMEs. The brand wanted to reposition itself as more than a stationery supplier, promoting a broader workspace solutions offering. Branded by Berkeley and Berkeley Communications won a competitive pitch to drive Staples’ profile across 13 European countries.
To support the campaign, the project required bespoke graphics to enhance the campaign’s impact. Branded by Berkeley developed tailored reports and infographics in multiple languages, ensuring accessibility and resonance across diverse European audiences. Additionally, eye-catching graphic assets were created for a central London pop-up event, visually bringing Staples’ new positioning to life and engaging the public with an interactive experience. This visual strategy was key in delivering a cohesive brand message that appealed to both business clients and end-users.
Strategy
While Berkeley Communications crafted a B2B campaign that not only engaged Staples’ current and prospective customers but also considered the needs of the end-user: office workers, Branded by Berkeley developed a compelling story around the theme “When your space works, everything works,”. The campaign highlighted the frustrations European office workers often feel in their jobs, revealing how these workplace issues affect productivity and satisfaction. This narrative supported Staples’ message that businesses can create happier, more effective workplaces by optimising their spaces.
At the campaign’s core was consumer research, designed to deepen the understanding of European office workers’ experiences. We commissioned independent research by Arlington Research, surveying 7,000 office workers across Europe. This research drove content creation, PR outreach, and media strategy across the 13 target countries, coordinated with partner agencies.
LEAD DESIGNER’S THOUGHTS
This project was all about transforming how Staples is perceived across Europe. It’s rewarding to see the impact of a well-aligned brand story that resonates across multiple regions.Get in touch
Method and Creativity
With a five-month timeline, Branded by Berkeley divided the campaign into three strategic phases, each highlighting different aspects of the office experience and how Staples could address these issues:
- Vocation Frustration – Targeted European office workers’ job frustrations.
- Office Lighting – Focused on the impact of workplace lighting on productivity and satisfaction.
- Office Happiness – Explored how optimised office spaces contribute to workplace happiness and well-being.
Each phase incorporated diverse media activities, influencer engagement, and customer feedback from Berkeley Communications, and unique brand graphics from Branded by Berkeley, fostering an active conversation around the brand.
Outcome
The campaign drove 1.5 million visitors to Staples’ websites in target regions. In partnership with PR analytics firm TrendKite, we measured the campaign’s success, with reports demonstrating strong media coverage and online engagement.
Conclusion
This comprehensive, research-driven campaign helped reposition Staples as a workplace solutions provider for SMEs across Europe, sparking conversations around workspace optimisation and driving measurable engagement across media channels. The Berkeley Group’s strategy showcased Staples’ commitment to enhancing office environments, making it a relevant, trusted partner for businesses aiming to improve employee satisfaction and productivity.
Client
Director, Head of Brand & Marketing Communications Europe, Staples Solutions
Staples
We asked for a creative campaign across Europe that would put us on the map. Berkeley were appointed in August and by early November we were launching the campaign in 13 countries with the first of three stories linked to our strategic theme. Their creativity is only matched by their ability to deliver complex, multi-channel, multi-country activity. The campaign was a complete success – there was so much to be proud of.
