Staples Embraces Viral TikTok Star 'Staples Baddie'

Oblivion's unfiltered, passionate content about Staples products has led to measurable business results for the brand.

Apr. 8, 2026 at 8:36pm

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An extreme close-up of a Staples office supply product, such as a stapler or pen, captured in dramatic, high-contrast studio lighting to create a glitzy, high-fashion aesthetic, conceptually representing the vibrant partnership between the brand and the TikTok creator Oblivion.Staples' embrace of creator Oblivion's unfiltered content has led to a viral partnership and measurable business results.Los Angeles Today

Oblivion, a TikTok creator known as the 'Staples Baddie,' has formed an unlikely partnership with the office supply retailer Staples. Despite initial concerns from Oblivion about posting Staples-related content on the clock, the brand has embraced her unfiltered, passionate approach, leading to measurable increases in store traffic and product sales. Staples has given Oblivion an employee badge, a seat on an advisory board, and a voice in corporate meetings, proving that when brands trust creators, viral success can follow.

Why it matters

This partnership highlights a growing trend in the creator economy where brands are starting to loosen their guidelines and allow creators more creative freedom. For years, creators have complained that strict brand guidelines stifle creativity and make campaigns less effective. Oblivion's success with Staples shows that when brands trust creators, the results can be highly engaging and beneficial for the business.

The details

Oblivion, who has 577,000 TikTok followers, first started posting about her workplace, Staples, and was worried the brand wouldn't approve. However, when she posted a video titled 'Serving KUNT by the Keurig,' Staples responded with a viral GIF of Anthony Mackie dancing, embracing her unfiltered approach. Since then, Oblivion has become known as the 'Staples Baddie,' gaining attention for her funny takes and passion for the office supply store's offerings. Staples has seen 'measurable increases in store traffic' and 'meaningful lifts' in the product categories Oblivion has highlighted, according to the New York Times. The brand has rewarded Oblivion's success by giving her an employee badge, a spot on an advisory board, and a voice in corporate meetings.

  • In late February, Oblivion posted a video titled 'Serving KUNT by the Keurig'.
  • Staples responded with a viral GIF of Anthony Mackie dancing, embracing Oblivion's unfiltered approach.

The players

Oblivion

A TikTok creator with 577,000 followers, known as the 'Staples Baddie' for her funny and passionate content about the office supply store.

Staples

An American office supply retail company that has embraced Oblivion's unfiltered content, leading to measurable business results.

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What they’re saying

“Staples really did a really great job of not censoring me and letting me just do my thing. We supported each other. We didn't try to correct each other. We let each other be humans. I feel like that's something that's especially lacking in the corporate influencer space.”

— Oblivion

What’s next

Oblivion has big plans for her future, including partnerships with other brands and exploring opportunities in acting, modeling, and voice acting work.

The takeaway

This partnership between Oblivion and Staples proves that when brands trust creators and give them creative freedom, the results can be highly engaging and beneficial for the business. It highlights a growing trend in the creator economy where brands are starting to loosen their guidelines and allow creators more autonomy.