How a Bored Moment at Her Staples Job Turned Her into the Internet’s ‘Staples Baddie’ (Exclusive)
Kaeden Rowland, 22, filmed a quick video about Staples’ direct mail services during a slow shift
Kaeden Rowland was just trying to pass the time during a slow shift at Staples when she filmed a quick video about one of the store’s services.
The 22-year-old from upstate New York says she posted the video about Staples’ direct mail service in hopes it might bring in a few customers — and give her a chance to finally try the service out herself.
Instead, the video unexpectedly took off online. Rowland, who goes by Oblivion on social media, watched as the clip quickly gained millions of views.
“At first, the thing that went through my mind was either I’m going to get fired or that this is going to be life-changing and the most fun experience that I could’ve asked for!” she tells PEOPLE exclusively.
Encouraged by the response, Rowland kept posting about her job.
Since then, she’s shared humorous and enthusiastic clips about her job at the office supply chain, building a following of more than 500,000 people and earning the nickname “the Staples Baddie.”
Many of her videos highlight services customers might not realize Staples offers. In one clip that’s received more than 5.7 million views, Rowland shows what it takes to create a personalized stamp at the store. In another video, which has amassed more than 1 million views, she walks viewers through the process of making art prints.
The videos have also sparked plenty of reactions from viewers, and sometimes deeply personal stories.
“My dad just died and we were wondering what to do with all his paintings. Gonna be making a trip to staples! Thanks baddie!” one user commented.
“Babes what CAN'T Staples do??” another wrote.
A third added, “You literally inspired me to apply for the same position at my staples. I have an interview tomorrow. Hopefully I don't regret this😂.”
Seeing those responses helped Rowland understand why the videos were resonating.
“I didn’t really expect people to resonate with it in the sense that they did, but I’m so happy that it’s found a niche community online and that I can bring joy to so many people,” she says.
“I think what people connect most with about my content is the fact that I’m just 100% authentic,” she continues. “I’m not gonna tell them to buy something just so I can get some sort of benefit. I’m gonna tell them to buy something because I genuinely like the product and I think that they would too.”
Many of her followers, she adds, are artists or people who work in office-related fields — audiences already familiar with the supplies she features.
“These things you use every day might be boring to you now,” she says, “but I’m gonna add some spice into it.”
Since going viral, Rowland says the attention has brought some unexpected changes.
“It’s slowly become a household name, and now I get recognized every day,” she says. “I’m treated as if I’m a celebrity at a lot of places I go, and I’m making all my bills on time, so it’s been pretty life-changing.”
Despite the sudden attention, she says her goal remains simple: encourage people to be themselves.
“I hope people take away from my videos that if you put your 100% authentic self out there, the universe will come back to you,” she says. “People want to see you for who you actually are, not who you think you are.”