Office Depot

With more than 30 years’ experience, Office Depot is the leading retailer of products and services for the work environment in 14 countries. Thanks to the professionalism of about 6,000 employees and through the two main brands (Office Depot and Viking), the company is a global supplier with appropriate solutions for every request and excellent service levels.

OBJECTIVES

1. Social media strategy

Social media audit, strategic plan of positioning and social activation, with full integration with the general marketing plan.

2. Content strategy

Development of a content proposal, with a strategic editorial plan, supported by a custom design activity and a set of analysis and reporting tools to support management.

3. Website development

Design, development and integration of a dedicated minisite, where to convey news, insights and corporate content.

4. Social Advertising

Design and development of digital advertising campaigns, with the aim of engaging the identified target at all stages of the customer journey.

1. Strategic
planning and
channel restyling

In order to respond effectively to the
Client’s needs and maximize the impact of
its digital communication, the MazzMedia team
has outlined a strategic plan of intervention
based on the results gathered during
the auditing and listening phase.

The digital strategy followed different steps:

social auditing and listening
definition of an integrated cross-media strategy
identification of the buyer personas
definition of contents and formats for each channel
design and development of editorial plans
adoption of agreed metrics to monitor progress.

Social objectives

Identified channels

2. Strategy and editorial plan

Consolidating an authoritative brand image without falling into too rigid
communication was a complex challenge, which required a thorough study of the tone of voice and the most suitable content.

The digital strategy consists of several aspects:

Type of content to publish and promote
Sharing frequency
Engagement tactics
Identification of the target audience for each type of content
Publication plan
Promotion plan.

Facebook

The main objective of the Facebook strategy was to develop for Office Depot a coordinated communication with the Viking brand, while maintaining a distinct identity. In order to reach the identified buyer personas and achieve the specific objectives of the channel, we have used all the main formats available on Facebook. Topics and types of content included: Corporate posts and custom-made Product posts, Engage and Educational posts repurposed from Viking.

The LinkedIn company page has been used to position the brand as an authoritative leader in the industry and inspire and inform employees and partners. To achieve these goals, the channel was re-tuned in line with the brand image and graphic identity of the other social channels. For the editorial plan, we created contents aimed at conveying the brand identity and stimulating the buyers’ interest in the products and solutions offered.

Website

The development of a corporate minisite allowed the Client to overcome the limitation of a closed procurement site and to convey institutional content through special sections and landing pages integrated into a single digital ecosystem. On this minisite employees, current customers and potential prospects can keep up to date on company development, solutions, services, brands and Office Depot catalogs.

3. Community
management

Our team of community managers closely monitored reactions and conversations in the social space, becoming a brand ambassador. In channel moderation we guarantee fast response times and 1 to 1 targeted answer, taking care of the commercial and customer care support, in accordance with the guidelines and policies agreed with the Client.

4. Social advertising

The MazzMedia team has offered consulting, strategic and operational support to create social ADV campaigns to support the editorial plan, aimed at conveying promotions and expanding the fanbase.