Paperage
Turning TikTok Content Into an Ecommerce Growth Engine
The Project
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.
- Paperage had a relatively new TikTok presence with significant room for growth.
- Traditional stationery content wasn’t building the cultural relevance or engagement needed to reach younger consumers.
- Social needed to do more than build awareness, creating a stronger connection between organic content, TikTok Shop and ecommerce growth.
- Accelerate TikTok audience growth and product discovery.
- Build a pipeline of high-performing organic and creator content that could support TikTok Shop.
- Turn social engagement into qualified traffic, conversions and scalable ecommerce growth.
Build a social commerce strategy where organic content fuels the entire funnel, using creative communities, search-driven publishing and creator affiliates to grow discovery while generating high-performing assets for TikTok Shop and GMV Max.
The Partnership
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.
- 380,556 TikTok Video Views (+28,131%)
- 6,391 TikTok Profile Views (+33,537%)
- 4,595 TikTok Likes (+25,428%)
- 250,836 Instagram Views (+44,853%)
- 4,916 Net New Instagram Followers
- 2.12% Average Instagram Engagement Rate (+98%)
.jpg)
Working with Spark has been instrumental to our brand’s TikTok growth.
They have a deep understanding of our audience and consistently translate those insights into creative content that resonates with our customers, allowing us to connect with them in a more meaningful way.
From developing interactive, trend-driven content, to executing a strategy tailored specifically to our brand, they've significantly increased our engagement rate and impression volume, resulting in higher qualified traffic, stronger conversion rates, and follower growth. Their organic content has also enabled us to significantly scale our GMV Max campaigns, by using highly engaging content to drive continued revenue growth.
Spark has become a true extension of our team, and we highly recommend them to any brand looking to grow their presence on TikTok.
Kristy Stewart
Director of Ecommerce, PAPERAGE
Paperage
Paperage
