OfficeMax’s “A Day Made Better” Cause Campaign

Nothing demonstrates the power of cause marketing better than Maccabee’s “A Day Made Better” campaign for OfficeMax.

Nearly 5,000 OfficeMax employees at more than 900 stores united to call attention to the $4 billion that teachers pay out of their own pockets each year for school supplies. Maccabee coordinated publicity for 1,000 school events involving 1,000 teachers being gifted with $1.2 million in free school supplies.

Campaign results were spectacular:

  • More than 227 TV segments were broadcast on stations from Houston and Las Vegas to Miami and Indianapolis, with 99% of stories mentioning the OfficeMax brand by name
  • 200 Web hits and newspaper articles praised OfficeMax for its donations, generating a total of 53 million consumer impressions, an advertising value soaring past $1.2 million
  • OfficeMax’s non-profit partner, Adopt-A-Classroom, reported a 1,018% increase in Web traffic and a 459% increase in donations, with the number of classrooms adopted soaring from 301 to 4,527
  • “A Day Made Better” was honored by the Retail Advertising and Marketing Association (RAMA) with its annual RACie Award, followed by the Cause Marketing Forum giving OfficeMax/Maccabee its Cause Marketing Silver Halo award.