Retailer augments its digital transformation with heavy investment in brand messaging.

 

Officeworks has been included in a series of retail profiles by global media planning group Carat Australia published by trade magazine Ad News.

 

According to Carat, Officeworks “spent less than usual” on media in 2020 as it continues to focus on “brand led communications” through campaigns such as the ‘Never Stop Creating’ platform, which encourages kids and adults alike to get creative, and the ‘Mind Grown’ campaign for its education range.

 

The Wesfarmers-owned retailer spends an estimated $25 million plus on advertising over 12-month period.

 

Carat said Officeworks is also a “great example” of a big retailer taking genuine steps to become more sustainable. It collects e-waste via the ‘Bring It Back’ program; plants trees to offset paper consumption via the ‘Restoring Australia’ program; promotes recycling via a partnership with ‘Garage Sale Trail’; and helps customers find products that are recycled, refillable, compostable, plastic-free and more via its ‘Greener Choices’ vertical.

 

“These actions are communicated in owned channels like social and eDM, and often above-the-line in TV and radio, setting an example for other retailers who are doing their own sustainable acts,” the media company added.