Fellowes: WorkLife Coach

Objective

Fellowes' office products combine exceptional quality with innovative design to enhance workplace productivity and comfort. But our challenge was clear: demonstrate premium value in a market flooded with lower-cost alternatives. Fellowes needed to strengthen its brand position, convincing both businesses and employees that its products represent the smartest investments.

Solution

Research revealed a key insight: employees increasingly prioritize quality workplace experiences, particularly as they are increasingly required to return to the office. Our strategy was to reposition Fellowes beyond a provider of office products. We saw an opportunity to position the brand as an enabler of more satisfying work experiences, taking the brand from a seller of quality office products to an enhancer of work life quality.

The campaign introduced the WorkLife Coach, a Zen-like, confident and deadpan comedic character for all things work life. He’s a brand character with charm and calm who shows up when things get a little frustrating to straighten them out into a smooth workflow — helping navigate workplace challenges by encouraging everyone to “Live your best WorkLife.” 

As a storytelling vehicle, our WorkLife Coach appeared in a video and influencer content series that connected with today’s emphasis on workplace well-being, personal development and multi-generational office environments. To ensure the campaign worked across European markets, we trained AI on the English-language video content and created highly realistic, character-faithful audio and visual versions of the WorkLife Coach in multiple languages (a first for the brand and the category). Our efforts resulted in the creation of 362 videos and 28 print ads, which resonated with both B2B and B2C audiences alike.

Results

The results were impressive, with significant engagement and market growth, solidifying Fellowes’ leadership in the competitive office products market. The campaign reached 1.4 million customers and prospects, with 7.7 million video plays and strong completion rates. Over 17,000 visitors engaged with campaign landing pages, driving significant top-of-funnel opportunities and bottom-of-funnel conversions. In addition, Fellowes’ gross sales increased 18.4% year on year.