Discover how Papier upgraded their UGC process with Twirl - delivering faster campaigns, increased content variety, and lower CPAs without the stress of managing creators manually.
August 8, 2025
Company Name: Papier
Industry: E-Commerce
Papier is a British stationery brand creating beautifully designed paper goods that make the everyday feel more meaningful. Founded in 2015, the company offers a wide range of personalised products (planners, notebooks, greeting cards, and photo books) all designed to bring creativity, reflection and joy to daily life.
Each product is an invitation to pause, plan and connect. With a focus on quality, originality and self-expression, Papier's pieces are designed by hand at their London studio. They also collaborate with tastemakers from time to time, curating collections that feel thoughtful, personal and lasting.
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Before using Twirl, Papier was producing eight videos per month at a cost that wasn’t sustainable. Delays were frequent, which meant planned deadlines were often missed and creator content wasn’t always available when needed. This made it difficult to shift spend from Meta to TikTok, and most campaigns remained focused on just one category: Stationery.
The process was slow and hard to manage. Briefs had to be submitted two months in advance, with an average turnaround time of one to two months. Without a central system to track progress, it was difficult to stay across what was in production and when each asset would be delivered.
Papier needed a more reliable and efficient way to scale content - one that would reduce lead times, improve consistency and make it easier to test across new product categories like Photo Books.
Twirl helped Papier replace a slow, manual content process with a faster and more flexible system for working with creators. Instead of needing to plan months in advance, Papier now has the flexibility to submit creator briefs on shorter timelines and still receive consistent, high-quality videos.
Being able to work with repeat creators and skip product delivery logistics has also made production more efficient. Campaigns are easier to manage, with clearer visibility across timelines and fewer delays. This streamlined setup has freed up the team to support a wider range of content needs - without increasing internal workload.
Since using Twirl’s platform, Papier has made noticeable improvements in both content production and campaign performance. The team now receives 10 to 14 videos each month (up from eight), giving them a stronger and more reliable stream of assets to support paid campaigns and test creative across different formats and product categories.
What was once a slow and unpredictable process is now faster and easier to manage. Average turnaround times have shortened to two to three weeks, with repeat creator collaborations delivered in as little as one to two weeks. This increase in speed and volume has also allowed the team to expand beyond their core focus on Stationery, with new campaigns now running for Photo Books!
Alongside this operational shift, performance has improved across key metrics. TikTok CPAs are now 57% lower - despite a 575% higher spend compared to prior creator content. Engagement has also strengthened, with thumbstop rates increasing by 11% and click-through rates more than doubling.
Twirl has given the team a faster, more flexible setup for creator content, helping them scale what works, with less effort and stronger results.
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Twirl is your go-to partner for UGC. Whether you're a brand, agency or a UGC creator, we bring together 5000+ talented creators to produce authentic, scroll-stopping content for ads, websites, emails, and social channels.
