employee-generated content.

The Staples Baddie has a marketing lesson: just do the video

A Staples print specialist started posting TikToks about services customers don't know about like custom mugs and stamp making. One ASMR video got 765,000 likes and drove measurable store traffic increases. Her anti-strategy is not overthinking content and just talking authentically about things she's passionate about. No content calendars or approval workflows. She proves that corporate marketing can't manufacture the authentic enthusiasm employees naturally have.