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.

Rate & review Building Brand Advocacy:

Apple Podcasts

Spotify

Connect with Holly:

On LinkedIn

By emailing holly@papier.com

By personally asking for her mailing address, to share handwritten notes!

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

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