Papier is a lifestyle and stationery brand known for personalised notebooks, photo books and gifts. Creator content is a core part of its paid social strategy across Meta and TikTok, supporting everything from product discovery through to conversion.
The Problem
Creator content was central to Papier’s paid social, but commissioning it was slow, limited in volume and increasingly repetitive—holding back performance.
Limited creative supply
Commissioned UGC meant a small number of new assets each month, each costing £400–£550 once creator fees and usage were included. Briefing and outreach took up the team’s time and could not scale without a dedicated role.
Missing campaign moments
Going from brief to live ad could take weeks or even months of back-and-forth. Waiting that long meant missing campaign moments the team needed to jump on, and made it hard to be reactive.
Repetitive angles hurting performance
Briefing in-house tends to return to the same angles. As Amirah puts it, “It starts to get very repetitive. The algorithms know that it gets repetitive and it does hurt your performance.”
The Solution
Tano runs a seeded creator affiliate programme for Papier, producing a constant stream of diverse creator content that the paid social team can select, license and scale through Meta Partnership Ads.
Seed creators across lifestyles and audiences
Instead of briefing a handful of creators, Papier gifts products to a broad community. With around 900 creatives from roughly 290 creators to draw on, the team can test far more concepts at the same budget.
Let creators find angles no brief would
Creator freedom revealed use cases the team would never have briefed—like a photo book documenting a creator’s puppy growing up. Content feels relatable and natural rather than like an ad, and photo-book ads have shown real longevity.
Select and license winners for Partnership Ads
Tano captures the content creators post, so the team can choose the strongest pieces, secure whitelisting and put spend behind proven creative—rather than paying upfront for assets it hasn’t seen.
An affiliate model that funds itself
Creators earn commission on the sales they drive. That affiliate revenue covers the cost of the Tano platform and whitelisting, leaving in-platform ad spend as Papier’s main additional cost.
The Results
Seeded creator content has become one of Papier’s most efficient paid social assets. Running as Meta Partnership Ads, it delivers a 22% lower CPA and 34% higher ROAS than Papier’s other Partnership Ads.
- 22%
Lower CPA: £19.66 vs £25.09 for Papier’s other Partnership Ads
- 34%
Higher ROAS: 2.46 vs 1.84 for Papier’s other Partnership Ads
- ~£43k
Revenue from the affiliate programme, around 60% from new customers
In a measured comparison, seeded Partnership Ads achieved a £19.66 CPA and 2.46 ROAS, against £25.09 and 1.84 for Papier’s other Partnership Ads. Amirah also describes them as much more efficient than Papier’s in-house ads.
Partnership Ads have grown from around 9% to around 20% of Papier’s Meta investment—a benchmark the team had set itself, reached within the first few months of the programme.
Separately from paid media, the affiliate programme has driven more than 1,000 orders—around 60% from new customers—and around £43k in revenue directly.
Affiliate revenue covers the cost of the Tano platform and whitelisting, so the programme supports itself while supplying high-performing creative to paid social.
Make creators your most efficient paid social channel
Build a creator programme that lowers acquisition costs, lifts ROAS and pays for itself through affiliate revenue.
