Papier is London's design-forward personalised stationery brand, scaling DTC via artist collaborations and high-volume seasonal gifting ad campaigns.
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See all ads on AdLibrary →Papier is a London-based DTC personalised stationery brand founded in 2015 by Taymoor Atighetchi. The brand collaborates with independent artists to offer bespoke notebooks, greeting cards, diaries, and wedding stationery, with a design-led UX that makes personalisation effortless.
Papier runs one of the UK DTC space's most consistent paid media playbooks: high creative volume across Instagram and Facebook, anchored by a product that photographs beautifully and has a natural gifting hook. New year planner and diary campaigns are a Q1 staple; Christmas card campaigns dominate Q4. Artist-collaboration launches provide fresh campaign themes throughout the year. The brand invests heavily in lookalike audiences built from repeat buyers and high-LTV customers. See their creative approach at <a href="https://adlibrary.com?q=Papier&type=3">AdLibrary</a>.
Instagram is Papier's primary acquisition channel — their flat-lay product photography and styled lifestyle imagery are perfectly suited to the platform's aesthetic. Stories carry personalisation demos showing how easy it is to add names and monograms. Facebook handles retargeting and lookalike expansion, with carousel ads showing multiple product categories (cards, notebooks, diaries) in a single placement to test cross-category interest.
Copy balances giftability and self-purchase: 'The most beautiful stationery on the internet' and 'Diaries worth writing in' target self-purchasers, while 'Give the gift of beautiful stationery' covers gifting occasions. Personalisation features are demonstrated visually rather than described in copy — showing a name appearing on a notebook cover is more persuasive than explaining the personalisation process.
Papier demonstrates how personalisation — even for a low-ASP product category like stationery — can dramatically increase perceived value and justify premium DTC pricing against mass-market alternatives. Their dual gifting/self-purchase positioning doubles addressable audience within the same campaign, while artist collaborations provide a content calendar that keeps creative fresh without brief-heavy production cycles.
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