Everyone’s heard of Staples. But now people are actually going there in droves thanks to one employee affectionately known online as the “Staples Baddie.”
Back in January, Kaeden Rowland, a Staples employee, filmed a brief clip of herself during a work shift. Donning the recognizable red shirt and lanyard, she quipped, “You finna need something printed? I gotchyu.”
That single video quickly turned into a mega-viral series. It’s a fun combination of slang-filled humor, nail-clacking ASMR, and genuinely helpful tutorials and insights. The content is breathing new life into the brand and being hailed by fans and experts alike as “marketing genius.”
A major aspect of Rowland’s shtick is explaining certain lesser-known services you can get at Staples. In one particularly popular video, she quips:
“It’s come to my attention that y’all don’t really know the full scope of what Staples, like, does. We can make ornaments. We can make mugs, shirts, backpacks, signs, posters, whatever you could need. A banner that’s like eight feet long? Sure. Why not?”
In another video, she explains the difference between Staples’ direct-mail services. One is for business and can generate a mailing list based on a target demographic. The other is for personal use, like wedding invitations. Though she jokes that either service is too pricey for committing “evil against your ex.”
Other times, you might catch her letting you know when certain things go on sale: “You’re not getting your shawty a 40% off mug from Staples? And men wonder why women cheat.”
She also dissects the different personalities of the printers (the Xerox PrimeLink C9200 has “clean girl” vibes, apparently). Finally, she hits a groove showcasing some of her favorite stationery products. At the moment, she’s very into a tiny botanical planner that fits into her small purse.
Despite not having any formal marketing training, Rowland has made an undeniable impact. A company struggling to stay competitive now has fresh enthusiasm. Folks are getting their personalized mugs there. They’re switching suppliers. They’re even using Staples to supply their best analog life. The best part is none of this is because of an expensive micro-influencer, but someone who actually works there.
In a video analyzing the Staples Baddie, marketing analyst and PR expert Katie Omstead said, “Just a scan of the comments on any of these videos will show you that people are thinking about Staples more than ever before.”
Rowland is just the latest in a growing trend of people who happened to share their creative ideas at just the right time, somehow skyrocketing to full-blown brand collaborations. Think back to Romeo, whose silly Dr Pepper jingle went viral.
MarketerMilk calls this “human-first media,” where corporations rely on the fact that “people buy things from people they trust, not from businesses.” This can look like companies “leveraging their existing employees to become influencers.”
This, of course, can also look like corporations trying to recreate something organic, thus squelching its spark. One Staples employee lamented on Reddit that their team is being encouraged to replicate the Staples Baddie moment in their own stores.
On the bright side, Staples has shared their appreciation for their resident “Baddie.” Not only have they sent a care package Rowland’s way, according to Fast Company, it’s also “exploring opportunities to collaborate and continue supporting her creativity and engagement with the community.”
We very well might be seeing much more of the Staples Baddie in the future.

















