Write This Down: The Strategy That Took Papier From Beloved Stationary Brand To Cult Status Symbol ft. Holly Chapman

What is the secret sauce to launching a brand that stands out, in new markets & established ones?

Connection. Creativity. Building Advocacy. 

Papier knows it. Their recipe for this is tried & tested.

Forget counting followers – true Advocacy begins with real relationships with real people. The brands winning right now (and always) don’t just build audiences; they cultivate ecosystems of super fans, collaborators, and word-of-mouth champions. 

This week, Verity sits down with Holly Chapman (Head of Brand @ Papier) to uncover how she took the UK’s favourite stationary brand into the US market – and thrived. From hosting grassroots journaling events to tapping into partnerships with global names like The Met, Holly shares an unfiltered look at the power of two-way dialogue, authentic storytelling, and small but intentional community-building efforts.

Grab your notebook. Find your pen. Make notes on…

• Building Ecosystems, Not Channels: Relying on one big marketing moment or a single channel isn’t enough to create lasting growth. Holly explains how layering partnerships, PR, organic social, and community-encouraging campaigns builds a holistic brand presence that thrives across touchpoints.

• Prioritizing Connection Over Clout: Holly’s approach to co-creating with influencers and tastemakers focuses on authenticity and shared values. Instead of one-off paid posts, she advocates for long-term partnerships; like supporting life milestones or involving creators in content direction, to foster trust and loyalty.

• Leaning Into Localization: Launching in the US taught Papier that every market is a collection of micro-markets with unique needs. By embracing local nuances and amplifying their British identity, they resonated deeply with diverse audiences while staying true to their core brand values.

• Engaging Fans Beyond The Product: Advocacy thrives when customers feel part of something bigger than a transaction. Holly shares how Papier creates opportunities for fans to connect over shared interests, like creativity and self-expression, making the brand a hub for meaningful interaction and connection. (Though covetable items like their exclusive ‘Paper Person’ hats don’t hurt, either.)

If you’re serious about building an Advocacy-first brand that scales, don’t miss this. 

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