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B2B Media Opps: Staples launches new campaign that celebrates the 90s

MUH-TAY-ZIK / HOF-FER, "This Is Your Sign" promotes the retailer's printing services while also taking its advertising back to its comedic roots. It rolled out across digital, paid social and press. The company is reportedly targeting small business owners with this new initiative, so sellers able to offer high-ROI B2B strategies should get in touch soon to secure last-minute ad dollars.

Per Pathmatics, Staples has allocated approximately $8.8m toward digital ads YTD, down 28% from the approximately $12.2m it spent had allocated by this point last year. In 2021, the company ended up allocating approximately $34.3m toward this channel, up 28% from the approximately $26.7m it allocated in 2020. So far this year, Staples has earned ~1.2b digital impressions via Faceb28ook (45%), Instagram (21%), desktop display (17%), desktop video (15%) and mobile display (3%) ads.

Additionally, Magellan reports that within the past 12 months, the company has aired around 170 podcasts for Staples and around 150 for Staples Connect.

Remember, this new campaign is designed to target small business DMs. According to Kantar data, Staples also invests in radio, print (magazines), OOH and local broadcast.

Agency & martech readers - I don't see major signs here of imminent agency reviews, but you may have a shot at project-based work down the road. Along with MUH-TAY-ZIK / HOF-FER, the company works with creative and digital AOR Mediahub Boston handles media buying and planning.