We built recurring content series around creative hobbies, productivity and seasonal moments, pairing them with TikTok trends, memes and an SEO-first publishing strategy to increase discoverability. Continuous trend monitoring allowed us to move quickly on emerging conversations and create content around culturally relevant moments before they reached peak popularity.
To connect organic performance more directly to ecommerce, we launched a creator affiliate program that generated authentic UGC for TikTok Shop and built a growing library of high-performing creative that could be amplified through GMV Max campaigns. The result was a content ecosystem where organic social, creators and paid commerce worked together, helping Paperage scale reach and engagement while driving qualified traffic, stronger conversion rates and continued revenue growth.
Paperage partnered with Spark to transform TikTok from a relatively new brand channel into a meaningful driver of discovery and ecommerce growth. With increased focus on TikTok Shop and retail visibility, the opportunity was bigger than simply growing an audience. We needed to create content that could earn attention organically, build relevance with younger consumers and ultimately move them closer to purchase.
Rather than leading with product, we built the strategy around the creative communities already shaping stationery culture online. By tapping into junk journaling, bullet journaling, travel journaling, BookTok and other niche interests, we positioned Paperage as a lifestyle brand that felt native to TikTok while creating more natural paths from discovery to commerce.
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