This year, Staples introduced its first new tagline in 10 years with "Make More Happen" and now the office supply chain is launching a multichannel content campaign, developed in partnership with The Story Lab, a part of Dentsu Aegis Network, to illustrate how small business owners or aspiring entrepreneurs can “make more happen” in the establishment or growth of their business.
The initiative aligns ABC's Shark Tank series with an offline and in-show integration partnership. Staples is featuring several products seen on “Shark Tank” in select stores, and the entrepreneurs behind the products will be featured in three episodes of ABC's show starting April 10.
“Shark Tank” personality Lori Greiner serves as the face for this promotion, supporting the deal on-air as well as appearing in advertising materials.
"While Staples has engaged in entertainment-driven opportunities in the past, the authenticity of this program brings to life all of the ways in which Staples and ABC's ‘Shark Tank’ empower and support small businesses and their needs across all channels," says Shannon Pruitt, president of The Story Lab. "The ability to create a content-led program that meets those needs and delivers true value is a precedent for how all brands need to be thinking about their desired consumers."
The program is executed in partnership with Carat, Staples’ media agency of record, also part of Dentsu Aegis Network. Carat has been Staples’ media agency since 2013. However, this is the first collaboration between Staples and The Story Lab.