How Papier Advertises on Meta

# Ad summary This ad features a Papier recipe journal on a table with food. The journal has an illustration of a lobster dinner on the cover. # Brand positioning Papier is presented as a brand that offers stylish and personalized stationery and journals. The brand is positioned as a provider of high-quality, aesthetically pleasing paper products that cater to individuals who appreciate design and personalization. The brand aligns with values of creativity, organization, and self-expression, offering products that are both functional and visually appealing. Papier seems to push against the norms of generic, mass-produced stationery by offering unique designs and customization options. The brand positioning is both functional, in terms of providing tools for writing and organization, and emotional, in terms of fostering creativity and personal expression. # Product The product featured is a recipe journal from Papier, specifically the 'Lobster for Dinner' edition. It is a notebook designed for recording and organizing recipes. The journal features a cover with an illustration of a lobster dinner, adding a decorative and thematic element. The product is likely targeted towards individuals who enjoy cooking, collecting recipes, and appreciate aesthetically pleasing stationery. The journal offers a way to keep favorite recipes organized and accessible, while also serving as a visually appealing keepsake. The ad addresses the common pain point of disorganized recipes by providing a dedicated and stylish solution. # Visual style The ad features a studio-shot image with a highly polished look. The visual motif is a lifestyle setting with a focus on food and dining. The image treatment includes soft lighting and color grading to create a warm and inviting atmosphere. The typography is clean and legible, integrated seamlessly into the overall design. The style is high-design, aiming to capture attention and convey a sense of sophistication and quality. # Hooks Headline: PAPIER # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a view of a Papier recipe journal amidst a table setting with food. This is intended to showcase the product in a lifestyle context, suggesting its use and relevance in a culinary setting. The brand is telling this part of the story. - The focus then shifts to the journal's design, highlighting its aesthetic appeal and thematic connection to food. This aims to capture the viewer's attention and convey the product's unique selling point as both functional and visually pleasing. The brand is telling this part of the story. - The ad concludes by subtly implying the journal's role in organizing and preserving recipes, positioning it as a valuable tool for cooking enthusiasts. This reinforces the product's utility and encourages viewers to consider it as a solution for their recipe management needs. The brand is telling this part of the story.

# Ad summary The ad features a woman walking around a city and showing off different journals from Papier. The text overlay states that the user wants their diary to feel like them. # Brand positioning Papier is presented as a brand that offers a wide variety of stylish and personalized diaries and notebooks. The ad emphasizes self-expression and individuality, suggesting that Papier's products are designed to reflect the user's unique personality. The brand seems to cater to those who appreciate aesthetics and view their stationery as an extension of their personal style. Papier pushes against the idea of generic, mass-produced stationery by offering a curated selection of designs and customization options. The brand positioning is emotional, focusing on the joy of self-expression and the connection between personal style and everyday tools. # Product The ad features Papier's range of diaries and notebooks, emphasizing their stylish designs and personalization options. Each diary or notebook features a unique cover design, ranging from floral patterns to geometric shapes and inspirational quotes. The ad highlights the product's ability to reflect the user's personal style and cater to their individual preferences. These diaries and notebooks are for anyone who values self-expression and enjoys using stylish stationery for planning, journaling, or note-taking. The ad does not explicitly state features, ingredients, or design details, but focuses on the aesthetic appeal and emotional connection associated with the product. The main selling point is the ability to find a diary or notebook that truly reflects one's personality and adds joy to everyday life. The ad addresses the purchase barrier of generic stationery by offering a wide variety of designs and personalization options. # Visual style The ad has a clean and polished aesthetic with bright lighting. The editing style is quick cuts, and the production quality is polished commercial. The pace is consistent throughout the ad. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad opens with a shot of a woman walking down a street. - 00:00–00:02 The text overlay says “I want my diary to feel like me” - 00:02–00:11 The woman smiles and walks down the street with different diaries.

# Ad summary This ad promotes Papier's customizable notebooks and stationery. It features a woman walking in Paris and sitting in a café, emphasizing the personal connection and self-expression that comes with using their products. # Brand positioning Papier is presented as a brand that values self-expression and personalization through its stationery products. The brand aims to occupy the space in the consumer's mind as a provider of sophisticated, customizable paper goods that reflect individual style. It aligns with a lifestyle that appreciates creativity, organization, and thoughtful design. The brand pushes against the norm of generic, mass-produced stationery by offering unique and customizable options, emphasizing emotional connection and individual expression over purely functional attributes. # Product Papier offers customizable notebooks designed for personal self-expression. The notebooks feature a variety of designs, including polka dots and personalized labels, such as “Notebook Cherie Laurent, Ideas (In Progress), Plans & Notes.” The product’s USP is its ability to be tailored to individual tastes, making stationery a form of self-expression. The notebooks are presented in the context of everyday use, such as in a Parisian café, suggesting they are perfect for capturing ideas and planning on-the-go. The ad addresses the potential purchase barrier of generic stationery by highlighting the opportunity for personalization and unique design. # Visual style The ad has a polished and sophisticated aesthetic with a blend of natural and soft lighting. The editing style includes smooth transitions to create a seamless flow. The production quality is high, giving off a commercial feel that aligns with the brand’s sophisticated image. The pacing is moderate, allowing viewers to focus on the visuals and text. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 A woman is walking outside of a building with a notebook. - 00:02–00:06 The woman is shown inside the building reading and writing in her notebook. - 00:06–00:09 Close up shot of the notebook in the woman's hand.

# Ad summary This ad is for Papier's academic year planner. It features a woman lounging and writing in the planner, with the text "Our SELLOUT academic-year planner is BACK" and a 'shop now' CTA. # Brand positioning Papier is presented as a stylish and sophisticated brand that focuses on beautifully designed stationery and paper products. The brand aims to occupy a space in the consumer's mind as a provider of high-quality, aesthetically pleasing stationery that enhances personal organization and creativity. The brand aligns with values of elegance, self-expression, and mindful planning. Papier distinguishes itself through its emphasis on design and personalization, contrasting with generic or purely functional stationery brands. The positioning is primarily emotional, appealing to customers who seek beauty and inspiration in their everyday tools. # Product The featured product is Papier's academic-year planner, designed to help students and professionals organize their schedules from one academic year to the next. The planner is presented with a hard cover in a dark burgundy color, decorated with evenly spaced light blue polka dots. It appears to be held open with lined pages, with an interior page labeled "ACADEMIC PLANNER". The planner is intended for use by students or anyone needing to manage their schedule on an academic calendar. The ad highlights that the planner is a "SELLOUT," suggesting its popularity and desirability. The ad addresses the common pain point of disorganization by offering a stylish and effective planning solution. # Visual style The ad has a lifestyle aesthetic with a focus on showcasing the product in a natural, everyday setting. The production quality appears to be high, with soft, natural lighting. The color palette is muted and warm, with a focus on neutral tones complemented by the colors of the planner and surrounding objects. The image is clean and uncluttered, enhancing scannability in-feed. # Hooks Headline: Our SELLOUT academic-year planner is BACK # Benefits - [object Object] # Features - [object Object] # Call to action SHOP NOW # Point of view - [object Object] - [object Object] # Storyline - The scene is introduced with a young woman lounging comfortably and writing in an open planner. This is included to establish the product in a real-life setting. The audience experiences this from the perspective of an observer watching someone casually enjoying the planner. - The text highlights that "Our SELLOUT academic-year planner is BACK." This is included to emphasize the product's popularity and encourage viewers to purchase before it sells out again. The brand is telling the audience that there is a high demand for the product. - A 'SHOP NOW' call to action is presented to prompt immediate purchase. The brand is guiding the viewer to the next step in the purchase process. The message is delivered from the brand's perspective, encouraging the viewer to take immediate action.

# Ad summary This ad showcases Papier's academic planners in a lifestyle setting with a croissant, red purse, and other academic items. # Brand positioning Papier is presented as a lifestyle brand that is integrated with a person's everyday life, especially within academic settings. The brand appears to align with organization and style, suggesting its products are for those who appreciate both functionality and aesthetics. The brand's presence in an everyday setting with items like a croissant and a stylish purse subtly hints that Papier's products fit into a curated, aspirational lifestyle. Its positioning seems to ignore the trend of purely digital solutions, focusing instead on the tactile and visual appeal of a physical planner. # Product The product featured is an academic planner with a patterned cover of a white background with a red floral and heart design. The planner is designed to help users organize their academic year, as indicated by the (on-package label text) "2023 Academic Year Planner." The planner is shown sitting atop a surface with other items such as a croissant, a purse, and other small items, suggesting it is intended for use by students or academics who value aesthetic organization. The product seems to address the need for physical planning tools in a digital age, emphasizing the tactile and visual experience of using a stylish, physical planner. # Visual style The ad has a natural, lifestyle aesthetic with an editorial quality. The image uses soft, diffused lighting to give it a realistic feel, and the composition focuses on the planner amidst other lifestyle items, suggesting a day-in-the-life moment. The typography is clean and modern, reinforcing the brand's commitment to style. # Hooks Headline: Of course it's in my academic planner # Benefits - [object Object] # Features - [object Object] # Call to action EXPLORE ACADEMIC PLANNERS # Point of view - [object Object] # Storyline - The ad begins with an everyday lifestyle setting, showing a planner along with a croissant and purse on a park bench, which suggests an academic or professional lifestyle. The intention is to create an image of a curated life, blending study and leisure, from the perspective of someone who values these aesthetic details. - The next beat includes the text overlay, “Of course it’s in my academic planner” implying that the planner is an essential item for the person's daily organization. This reinforces the idea that the planner is the central tool for organization, presented from the perspective of someone who actively uses and values it. - The final beat is the placement of the Papier brand name and the call to action, which prompts the viewer to explore academic planners. This is from the brand's perspective, moving the narrative towards a direct invitation for the viewer to discover the range of academic planners available.

# Ad summary An image ad featuring a Papier notebook as a chic, personalized desk accessory. The ad features a flat lay with the notebook, a fancy handbag, and a personalized drink. The ad is likely targeting a middle-of-funnel audience who is in the market for stationery or desk accessories and is persuaded by fashionable visuals and personalized elements. # Brand positioning Papier is presented as a brand that aligns with sophistication and personalization, offering notebooks that are more than just functional tools but rather fashion-forward accessories. The brand positions itself as a provider of notebooks that can be tailored to individual tastes and preferences, implied by the presence of a personalized notebook, and seeks to occupy a space in the consumer's mind as a brand that enhances personal style. By aligning with chic aesthetics and offering personalized options, Papier differentiates itself from generic stationery brands. # Product The featured product is a Papier notebook, evident from the brand name on the notebook itself and the bottom of the image. The notebook has a lavender cover with a pattern of red dots. A red square is printed on the cover with the text 'Notebook [Name]' and 'Ideas In Progress; Plans & Notes' (on-package label text). It is a spiral-bound notebook with white pages. The ad emphasizes the notebook’s chic design and suggests it is an ideal choice for individuals who appreciate style. The USPs are the ability to personalize it (as shown on the notebook cover), and that it is a fashionable accessory. # Visual style The ad has a highly polished, studio-shot production quality. It employs a flatlay visual motif, arranged on a neutral pink surface. The image treatment includes bright, clean lighting and a soft color grade. The typography is clean and legible, integrated with the brand's existing font styles and visual elements. The overall style has a native, lifestyle-focused aesthetic. # Hooks Headline: Needed a notebook as chic as me # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action EXPLORE NOTEBOOKS # Point of view - [object Object] - [object Object] # Storyline - The image showcases a notebook among other upscale items, creating an impression of a fashionable lifestyle. This introduces the notebook as part of a chic personal aesthetic from a customer's POV, implying that it can be as stylish as other accessories. - The image presents the Papier notebook as a solution for those seeking stationery that aligns with their sophisticated taste, reinforcing a brand POV that its notebooks are not just functional but also stylish accessories. - The call to action at the bottom invites viewers to explore Papier's notebooks, guiding them toward discovering the brand's range of personalized stationery options from the brand's POV.

# Ad summary This ad promotes Papier recipe journals with a focus on the design of the journals. The ad features a close-up of a recipe journal in a kitchen setting. The camera is still as flowers grow on the edges of the screen. Text appears in the screen that describes the product. # Brand positioning Papier is presented as a brand specializing in beautifully designed stationery, particularly journals and notebooks. The brand is positioned in the market as catering to individuals who appreciate aesthetics and quality in their everyday items. The brand aligns with a lifestyle that values organization, creativity, and personal expression, appealing to those who seek to add a touch of beauty to their routines. The brand ignores mass-produced, generic stationery and pushes against purely functional notebooks by offering visually appealing designs. The brand positioning is both emotional and functional, as the journals are both useful tools and aesthetically pleasing objects. # Product The featured product is a recipe journal from Papier. The journal has a yellow cover with floral designs, adding a touch of elegance and visual appeal. The product is aimed at individuals who enjoy cooking and want to keep their favorite recipes organized in a stylish way. The journal is presented as a way to elevate the cooking and recipe-keeping experience. A unique selling point is the journal's design, which makes it a desirable item for those who appreciate aesthetically pleasing stationery. The ad shows the journal in a kitchen setting, implying use during cooking or meal planning. The journal addresses the barrier of unorganized recipes by providing a dedicated, visually appealing space to store them, encouraging users to keep their culinary creations in one place. # Visual style The ad has a polished aesthetic, resembling a high-end commercial with a focus on visual appeal and a touch of whimsy. The editing style is static, with no quick cuts or transitions. The production quality is high, aiming to create a sophisticated and inviting tone. There are no apparent visual motifs. The pacing is slow and steady, creating a relaxed viewing experience. The visuals and text are in sync, with text overlays timed to emphasize key points. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action SHOP RECIPE JOURNALS # Point of view - [object Object] # Storyline - 00:00–00:05 00:00–00:05: The ad begins with a close-up of a Papier recipe journal placed on top of a green cookbook in a kitchen setting. The message is to introduce the product and its aesthetic appeal. The perspective is from a neutral, observational standpoint, highlighting the design of the journal. The tone is calm and inviting, setting a relaxed mood. - 00:00–00:05 00:00–00:05: Text overlays appear on the screen adding to the visual appeal of the journal. This is to showcase a lifestyle associated with the journal. The perspective is from the Brand highlighting the journal’s design. The tone is cool and elegant. - 00:05–00:07 00:05–00:07: Text appears on the screen that reads “SHOP RECIPE JOURNALS”. This is to persuade the user to purchase the journals. The perspective is from the Brand showcasing a CTA. The tone is persuasive and direct.

# Ad summary This ad showcases a Papier academic planner with a pink background and brown dots. The product is displayed in a simple video with a rotating motion against a background with brown dots. The ad includes branding from Papier and Damson Madder. # Brand positioning Papier is presented as a design-focused brand that offers a range of stationery and paper goods, emphasizing collaboration and unique design aesthetics. The collaboration with Damson Madder suggests a blend of Papier's stationery expertise with Damson Madder's fashion or design sensibility. This elevates the brand beyond basic stationery, positioning it as a lifestyle choice that values aesthetics and creativity. The brand ignores the norm of generic stationery by offering designer collaborations. # Product The product featured is the Dotted & Spotted - Academic Planner, a collaboration between Papier and Damson Madder. The planner has a pink cover with brown dots and a label on the front. The academic planner appears to be targeted toward students or individuals who need organizational tools for academic or personal planning. The product's unique selling point is its design aesthetic, which is a collaboration with designer Damson Madder. The planner is intended for use during the academic year (2023–2024). The ad emphasizes the visual appeal of the planner, with no specific functional features highlighted beyond its use as an academic planner. # Visual style The ad has a clean and polished aesthetic, with a focus on product presentation. The editing style includes smooth transitions with a consistent pace. The production quality is high-end commercial. The visual motif is a rotating product against a color-coordinated background. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The video opens with the Papier and Damson Madder logos displayed at the top center of the screen. - 00:01–00:10 00:01–00:10 The video showcases the full Dotted & Spotted - Academic Planner while the product spins to show all sides. This shows the unique design of the planner.

# Ad summary This ad features a testimonial from a satisfied customer who used the product, an academic planner, to get through her exams. The ad places the product front and center to showcase the design and branding, complemented by social proof in the form of a five-star review. # Brand positioning Papier is presented as a brand offering high-quality, stylish, and reliable stationery, specifically academic planners. The brand aesthetic is sophisticated yet approachable, as demonstrated by the elegant typography and polka dot design. The brand aims to occupy a space in the consumer's mind as a provider of aesthetically pleasing and functional organizational tools. By featuring a testimonial, Papier promotes customer satisfaction and builds trust, suggesting that their products are not only visually appealing but also effective in helping customers manage their academic lives. This positions Papier as a brand that cares about both design and functionality, catering to individuals who value both. # Product The featured product is an academic planner from Papier, designed to help students and academics manage their schedules and studies. The planner has a pink cover with brown polka dots, giving it a playful yet stylish appearance. On the cover is a label that reads "ACADEMIC PLANNER PLAN YOUR NEW BEGINNINGS," emphasizing its use for academic organization. The product's key selling point, highlighted through the testimonial, is its effectiveness in helping students get through their exams. The planner includes a green ribbon page marker. The ad suggests that this planner is not just a tool for organization but a reliable companion for academic success, addressing potential purchase barriers related to the effectiveness of planning tools. # Visual style The ad employs a clean and elegant visual style. The production quality is high, with studio-style product photography. The image uses a polka dot visual motif that is consistent between the planner and background. The lighting is soft and diffused, creating a gentle and inviting atmosphere. The typography is simple and legible. The overall aesthetic is designed to be scannable and attention-grabbing, fitting within the clean design norms of in-feed content. # Hooks Headline: "This academic planner got me through my exams" # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with the brand name 'Papier' displayed above five stars, a visual of social proof. This is the brand sharing that they have earned a 5-star rating. The intention is to establish the brand's credibility and quality immediately. - Next, a customer testimonial, 'This academic planner got me through my exams,' is displayed, attributed to 'Nadia.' This is the customer speaking, explaining how Papier's planner helped her successfully complete her exams. The intention is to build trust by showing real-world positive feedback. - The ad then showcases the actual academic planner, styled attractively to highlight its design and usability. The ad shows the product from the brand's POV, highlighting the features and design of the product. The intention is to demonstrate what the testimonial refers to and entice viewers with an appealing product visual.

# Ad summary This ad features the Papier brand academic diary. The diary is presented in different settings throughout Paris. The ad encourages viewers to purchase the diary. # Brand positioning Papier is presented as a sophisticated and stylish brand offering high-quality stationery products. The brand aligns with a refined, organized, and aesthetically pleasing lifestyle. The brand seeks to occupy the space of premium stationery for individuals who appreciate elegant design and functionality. Papier's positioning is emotional, focusing on the joy and satisfaction derived from using beautifully crafted diaries to plan and organize one's life. # Product The advertised product is the Papier Academic Diary, a stylish planner designed to help users stay organized throughout the academic year. The diary features a distinctive striped cover in pastel pink, yellow, and white, with a black and white striped base. The cover has an oval label with 'Chérie' and 'Academic Diary' printed on it, along with 'Laurent' as the last word. The diary is designed to be aesthetically pleasing. The product appeals to individuals who value both functionality and design in their stationery. It is intended to make planning feel enjoyable. # Visual style The ad has a clean, polished aesthetic with bright, natural lighting. The editing style features quick cuts to showcase different locations in rapid succession, maintaining a consistent pace. The production quality is high, creating a visually appealing and sophisticated feel. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action SHOP ACADEMIC DIARIES # Point of view - [object Object] # Storyline - 00:00–00:07 00:00–00:07 The ad features a Papier academic diary in different locations throughout Paris.

# Ad summary This ad showcases a variety of Papier notebooks placed in mail slots of different colored doors. Text overlay says 'current status: getting my life together✨'. The ad ends with the Papier logo and a call to action to shop academic diaries. # Brand positioning Papier is presented as a brand focused on stylish and aesthetically pleasing stationery, specifically notebooks and academic diaries. The brand emphasizes organization and productivity, positioning itself as a tool for those seeking to 'get their life together.' Papier appears to cater to consumers who appreciate design and see stationery as a form of self-expression. The brand aesthetic is playful and trendy, targeting those who want functional items that also reflect their personal style. Papier skips directly to product focus, assuming the customer is already aware of the brand and its focus on paper and planning. # Product The ad features a variety of Papier notebooks and academic diaries. The notebooks come in different sizes and designs, including striped, polka dot, and solid color patterns. The academic diaries are designed to help students and professionals organize their schedules, take notes, and manage their tasks. The products feature high-quality paper and durable bindings, ensuring they can withstand daily use. The ad also highlights the aesthetic appeal of Papier products, presenting them as stylish accessories that enhance productivity and organization. The diaries and notebooks appear to be customizable and personalized, offering a range of cover designs and layouts to suit different preferences and needs. The ad implicitly addresses the pain point of disorganization, presenting Papier products as a solution to help users 'get their life together.' # Visual style The ad has a polished and clean aesthetic, with bright and even lighting. The editing style consists of quick cuts between different product shots, creating a sense of variety. The production quality is high, with professional-looking visuals that highlight the design and features of the products. The pacing is fast, with cuts timed to the music, creating a dynamic and engaging viewing experience. The use of close-up shots and consistent branding reinforces the message and aesthetic. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action SHOP ACADEMIC DIARIES # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with the text overlay: 'current status: getting my life together ✨,' introducing the theme of organization and productivity. - 00:01–00:07 Various Papier notebooks and diaries are placed in the mail slots of different colored doors. The camera pans across each item, highlighting the variety of designs and styles available. - 00:07–00:07 The ad concludes with the Papier logo and a call to action to shop for academic diaries, encouraging viewers to purchase the products.

# Ad summary The ad showcases a Papier mid-year dated diary. It features the diary in picturesque outdoor settings, emphasizing its stylish design and integration into a fashionable lifestyle. # Brand positioning Papier is presented as a brand that offers stylish and aesthetically pleasing stationery products. The brand emphasizes design and integration into a fashionable, curated lifestyle. Papier positions itself as a provider of elegant and trendy accessories that resonate with customers who value both functionality and style, pushing against the notion that stationery must be purely utilitarian by offering visually appealing products designed to complement personal expression and fashion. # Product The featured product is a Papier mid-year dated diary. It is shown as a stylish and visually appealing planner designed for users who want to stay organized while maintaining a sense of style. The diary features a distinct cover design with a floral pattern, and its size and layout are convenient for daily planning and scheduling. The diary is seen in various lifestyle contexts, suggesting it is suitable for on-the-go use and integrates seamlessly into a fashionable lifestyle. The ad conveys that this product is worth buying for those who appreciate aesthetics and want a functional yet chic planning tool. # Visual style The ad has a bright, clean aesthetic with natural lighting and a focus on outdoor settings. The editing style includes quick cuts to maintain a fast pace, creating a sense of movement and energy. The production quality appears polished with a UGC feel, blending commercial appeal with authenticity. Visual motifs include consistent color grading and frequent close-ups of the diary and related accessories. The pacing is moderate, with cuts timed loosely to the music beats, enhancing the overall rhythm. The editing rhythm maintains interest without being overwhelming, supporting the intended tone of stylish simplicity. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 00:00–00:01: A hand holds a Papier mid-year dated diary in front of a pond or lake in a park. This sets the scene and introduces the product in an attractive outdoor setting, creating a sense of calm and style from the brand's perspective. - 00:01–00:02 00:01–00:02: The scene changes to an overhead shot of the diary on a green table, accompanied by a straw hat and a camera. The setting implies a casual, stylish outing. This shows the diary as part of a curated, fashionable lifestyle, from the brand's perspective. - 00:02–00:03 00:02–00:03: A close-up reveals the diary open, showcasing its interior pages filled with handwritten notes and sketches, as well as the diary's pattern. This highlights the diary's functionality and personalized use, from the brand's perspective. - 00:03–00:04 00:03–00:04: The diary is shown on a green chair next to a tote bag filled with items like a baguette, further emphasizing the diary's integration into a lifestyle of leisure and aesthetic appreciation. The scene is set against a pond, reinforcing the outdoor theme, from the brand's perspective. - 00:04–00:05 00:04–00:05: A close up of the diary, highlighting other notebooks alongside the diary, alluding to a collection. This emphasizes the visual appeal of the product, from the brand's perspective. - 00:05–00:07 00:05–00:07: The scene shifts, showcasing the diary alongside accessories like a red bag, sunglasses, and stylish shoes on the green chair. This continues to reinforce the diary's role as a fashion accessory, from the brand's perspective. - 00:07–00:08 00:07–00:08: A final close-up displays the diary stacked with other notebooks, reinforcing its aesthetic appeal and functionality in a curated setting, from the brand's perspective.

# Ad summary This ad showcases a Papier Academic Diary. The video highlights the diary's design and features, emphasizing its appeal to individuals who appreciate organization and aesthetics. The ad is visually engaging, featuring close-ups of the diary and its contents. # Brand positioning Papier is presented as a brand that offers stylish and aesthetically pleasing stationery, specifically planners. The brand aligns with a lifestyle that values organization and personalization, as evidenced by the decorative touches and handwritten notes in the planner. The brand seems to push against the norm of generic, mass-produced stationery by offering unique designs and high-quality materials. The brand's positioning is both functional, due to the practical use of a planner, and emotional, because of the aesthetic appeal and personal expression it enables. # Product The product featured is the Papier Academic Diary, designed for organizing schedules and tasks. The diary includes monthly and weekly planning pages with space for notes and appointments. The pages are filled with handwritten notes, stickers, and decorative paper cut-outs, suggesting personalization and creative use. The diary's design includes a striped cover with a label that says "Academic Diary". The ad emphasizes that the diary is back in stock, implying high demand and addressing the potential purchase barrier of limited availability. # Visual style The ad has a polished, UGC feel. The editing style includes static shots and smooth transitions. The production quality is high, with natural lighting. The pacing is consistent, creating a calm and aesthetically pleasing presentation. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 00:00–00:01 The video opens with a hand holding the Papier Academic Diary in front of a pond in a garden. The person is standing on a stone ledge next to the pond. The angle is slightly high, showing the planner from a first-person perspective. - 00:01–00:04 00:01–00:04 The diary is opened to reveal pages filled with handwritten notes, stickers, and paper cut-outs. The hand with colorful nail polish is shown flipping through the pages. The perspective shifts to focus on the details of the planner's contents. - 00:04–00:06 00:04–00:06 The diary is closed again, returning to the original shot of it being held in front of the pond. The focus returns to the diary's exterior, reinforcing the product's design.

# Ad summary This image ad for Papier shows a young woman next to a body of water using the brand's mid-year planner. The ad is stylized to look like a page in a scrapbook or journal, and the planner is featured in both a flat, graphic rendering and a real-life setting to encourage customers to find their own mid-year planner. # Brand positioning Papier is presented as a provider of stylish and functional paper products designed to spark creativity and organization in everyday life. The brand appears to value both aesthetics and practicality, offering planners and notebooks that are not only visually appealing but also useful for managing tasks and goals. With an emphasis on mid-year planners, Papier caters to those who seek a fresh start or a way to revitalize their routines, positioning itself as a companion for individuals who appreciate thoughtful design and intentional living. # Product The product featured is Papier's mid-year planner, designed to help individuals organize and plan their schedules effectively. The planner is for anyone looking to start planning or revisit existing plans mid-year and is presented as a creative companion for real-life use. Visually, the planner features a striped pink and yellow cover design. The ad addresses the potential barrier of feeling it's too late to start planning by highlighting the mid-year option, suggesting it's always a good time to get organized. # Visual style The ad features a blend of graphic and lifestyle elements, creating a scrapbook-style aesthetic. The color palette is soft and pastel, with pinks, yellows, and blues dominating. The overall effect is visually appealing, with a slightly worn texture to create a vintage feel. The design balances between being highly polished and casual. # Hooks Headline: Your creative companion for real life # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - From the brand’s perspective, the ad opens with an invitation to view Papier as a “creative companion for real life,” setting the stage for how their products can be integrated into the viewer's daily routine. - From the brand's perspective, an image of a pink and yellow striped mid-year planner is shown next to the brand’s logo. This is intended to introduce the brand and its products. - From the brand's perspective, the phrase "find your mid-year planner" appears, encouraging viewers to explore Papier’s selection of mid-year planners to find the one that best suits their needs.

# Ad summary This ad for Papier mid-year planners uses lifestyle imagery and a soft aesthetic to promote their brand. The background is a coastal scene, which is overlaid with a photo of a planner and some decorative elements like a silver star and paper clip. The top text reads "This is your summer - and this is your planner" and the bottom text is a call to action for shoppers to check out Papier's mid-year planners. # Brand positioning Papier is presented as a stationery and lifestyle brand that helps consumers plan and organize their lives in a stylish and personalized manner. The brand is known for offering aesthetically pleasing and customizable paper products, with an emphasis on design and quality. The brand aligns itself with values such as creativity, self-expression, and mindfulness, catering to individuals who appreciate the art of writing and the importance of organization. The overall positioning is emotional and lifestyle-driven, appealing to those who seek to enhance their daily lives through thoughtful planning and beautiful stationery. # Product The featured product is a mid-year planner. The planner has a light teal cover with a geometric triangle pattern on the front and a dark red binding. The cover also features a square label in the bottom center. The planner appears to be bound with visible twin loop wire binding and has 2 ribbon page markers in light green. It is positioned in the center of the frame on top of a vertically oriented white rectangle. The planner is designed for individuals who want to stay organized and plan their schedules effectively. # Visual style The ad has a soft, nostalgic visual style with a combination of lifestyle imagery and product placement. The production quality appears to be high, with a focus on aesthetic detail and cohesive design. The visual motifs include a flatlay-style arrangement of the product, layered elements, and a muted color palette. The image treatment involves a faded, vintage-like filter and soft lighting effects, creating a sense of warmth and nostalgia. The typography is integrated in a clean and legible manner, complementing the overall aesthetic without being overpowering. The visual style aims to be inviting and visually appealing, fitting well within the content feed. # Hooks Headline: This is your summer - and this is your planner # Benefits - [object Object] - [object Object] # Call to action SHOP MID-YEAR PLANNERS # Point of view - [object Object] # Storyline - The ad opens with a question designed to capture the viewer's attention by suggesting a planner for summer. The brand is speaking directly to the potential customer, positioning the planner as essential for their summer plans. - The brand showcases its mid-year planner against a beautiful coastal background. This is shown from the brand’s perspective, illustrating how the planner fits into an aspirational summer lifestyle. - The ad concludes with a clear call to action, prompting viewers to explore and purchase the mid-year planners. This final direction comes from the brand, guiding the audience toward the point of sale.

# Ad summary This ad for Papier mid-year planners highlights two planners in lifestyle settings with the text "With you, wherever you go." # Brand positioning Papier is presented as a lifestyle brand that creates high-quality, personalized paper goods. The brand appears to value self-expression and travel, as indicated by the personalized planner shown with photos of the user and the quote, "With you, wherever you go." Papier aims to occupy the space of creating beautiful stationery products that help users express themselves. # Product The ad features Papier mid-year planners. The product allows for personalization with photographs, notes, and mementos. The planner includes monthly and weekly pages, stickers, and space for notes. The Papier planner functions as a daily organizer and a keepsake. The ad communicates that the planner allows users to organize their lives and capture memories. # Visual style The ad has a whimsical and personal visual style. The production quality appears to be high, but the images are shot in natural light and feature handwritten elements, giving the ad a personal touch. The background features a striped pattern and floral illustrations. The ad uses a collage-style layout, dividing the space into blocks featuring different elements related to the product. The overall aesthetic is clean and organized, creating a visually appealing and easy-to-scan advertisement. # Hooks Headline: With you, wherever you go # Benefits - [object Object] # Features - [object Object] # Call to action SHOP MID-YEAR PLANNERS # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a woman holding a closed, floral-patterned Papier planner, implying she’s about to use it. This sets the scene for the product being an integral part of her daily life from the brand's POV. - The next scene shows a handwritten note that reads, "With you, wherever you go," suggesting the planner accompanies her on her life’s journey. This reinforces the idea of the planner as a constant companion that holds memories and plans from the brand's POV. - A film strip photo booth roll with a woman's pictures is shown, implying that she uses the planner to store her memories. This showcases the planner as a repository for personal memories from the customer's POV. - The ad closes with a detailed view of an open planner with handwritten notes, photos, and decorative tape, showing how the user can customize it. This highlights the planner's function as a personalized keepsake from the brand's POV.

# Ad summary This ad is for Papier mid-year planners. The ad features a Papier planner against a backdrop of cherry blossom trees, with text overlay promoting mid-year planners. # Brand positioning Papier is presented as a provider of stylish and personalized stationery. The brand's positioning emphasizes quality design and customization, catering to individuals who value aesthetics and organization in their personal and professional lives. By offering products like planners, Papier seeks to integrate into the consumer's daily routine, providing tools that are both functional and visually appealing. The brand follows category norms by promoting organization and productivity but distinguishes itself with a focus on unique design and personalization. # Product The advertised product is a Papier mid-year planner, a physical planner designed to help users organize their schedules and tasks from mid-year onward. The planner features a striped cover in pink and olive green, with a rectangular shape. It is presented as a stylish organizational tool, suitable for anyone looking to stay organized. The planner is displayed closed, but a small ribbon bookmark is visible. The ad focuses on the aesthetic appeal and the timing of the planner's release, highlighting its relevance for those looking to get organized mid-year. # Visual style The ad has a bright and airy aesthetic, using soft lighting and natural elements to create a visually appealing scene. The production quality appears to be high, with attention to detail in the arrangement of the product and props. The image treatment includes a subtle color grading that enhances the pastel tones of the cherry blossoms and the planner. The typography is clean and legible, integrated seamlessly into the design. The style is designed to be visually scannable and eye-catching, suitable for grabbing attention in a fast-paced social media feed. # Hooks Headline: This is your summer! and this is your planner. # Benefits - [object Object] # Features - [object Object] # Call to action SHOP MID-YEAR PLANNERS # Point of view - [object Object] # Storyline - The ad opens with a visual of cherry blossom trees, establishing a seasonal and visually appealing backdrop. The intent is to create an inviting atmosphere, drawing the viewer in with a spring/summer aesthetic. The brand's perspective is conveyed here, setting the stage for the product reveal. - The focus shifts to a Papier planner, centrally positioned against a white paper background. This highlights the product and emphasizes its design. The brand is directly showcasing its product, aiming to capture the viewer's attention with its visual appeal and design. - The storyline concludes with a call to action to shop mid-year planners, encouraging immediate engagement and purchase. The brand is explicitly prompting the viewer to take the next step, driving conversion and sales.

# Ad summary This image ad for Papier promotes their mid-year diary. The ad features a woman smiling and holding a diary in front of the Eiffel Tower, and a floating image of a diary secured to a piece of paper with a paperclip and adorned with gold and silver stars. # Brand positioning Papier is positioned as a purveyor of premium, personalized stationery and paper goods that cater to individuals who appreciate quality, design, and self-expression. The brand aims to occupy a space in the consumer's mind as a provider of stylish, customizable paper products that add a touch of elegance and personality to everyday life. It aligns with values of creativity, individuality, and timeless design, promoting a lifestyle that embraces organization and self-reflection. Papier likely pushes against generic, mass-produced stationery by offering personalized options and unique designs. The brand positioning leans towards the emotional, emphasizing self-expression and the joy of putting pen to paper, while also offering functional benefits like organization. # Product The featured product is a mid-year diary from Papier. It is a physical notebook designed for planning and organizing one's schedule and tasks. The diary features a cover with a white background covered in black dots and a blue square in the middle of the cover. The diary is intended for anyone who wants to start planning and organizing their life in the middle of the year. The ad highlights the convenience of starting a diary mid-year, addressing the purchase barrier of feeling it's too late to start a traditional yearly planner. The ad aims to showcase how Papier's mid-year diary offers a fresh start, encouraging potential customers to begin planning and organizing their lives without waiting for the new year. # Visual style The ad has a soft, vintage aesthetic with a slightly faded, washed-out color palette. The production quality appears to be a mix of studio shot and real-life photography with digital enhancements. The overall visual motif is collage-style, with elements layered on top of each other to create depth and interest. Typography is integrated with a handwritten style font. The visual style leans into a platform-native lookalike, mimicking the feel of a curated Instagram post with a soft, aspirational vibe. This style enhances scannability by creating a familiar and inviting visual experience in the feed. # Hooks Headline: the year isn’t half over - it’s just beginning # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad opens with a woman in Paris holding a diary, suggesting a sense of aspiration and the idea of starting fresh. The ad is trying to convey a sense of new beginnings, with the story being told from the customer's perspective. - An image of the diary pinned to a piece of paper with a paperclip is shown to highlight the product features and design. This section is from the brand's perspective to promote the diary itself. - Text about getting a mid-year diary is displayed to highlight the diary's purpose and availability. This message is from the brand's perspective to drive sales.

# Ad summary This image ad for Papier promotes their mid-year planners. The ad has a handwritten note aesthetic, and the planner is set on a background with a landscape scene. # Brand positioning Papier is presented as a brand that values personal expression and organization, with an emphasis on aesthetics and design. The brand's logo is prominently displayed, conveying a sense of quality and attention to detail. Positioned in the stationery and lifestyle market, Papier likely aims to occupy a space where functionality meets artistic flair, appealing to customers who seek both practicality and aesthetic pleasure in their planning tools. The brand appears to ignore the typical functional approach of other stationery brands, instead opting for a more emotional and design-oriented approach. # Product The product being advertised is a Papier planner, specifically a mid-year planner. The planner has a soft green cover with a thin, vertical stripe pattern and is decorated with small maroon floral designs. It is seen with a ribbon bookmark. The planner has a gold oval sticker in the center with the word “Planner” and additional text on it. The ad emphasizes the availability of mid-year planners, suggesting a solution for those who may have missed out on planning at the start of the traditional calendar year. The ad encourages viewers to shop for these mid-year planners, implying that they offer a fresh start and a chance to get organized. # Visual style The ad uses a collage-style visual aesthetic with a scenic background, a product shot, and overlaid text. The production quality appears to be relatively high, with a focus on showcasing the planner's design and aesthetic. The image treatment is soft and dreamy, with slightly muted colors, which gives the ad a gentle and approachable feel. The typography is integrated in a handwritten style, enhancing the personal, approachable, and creative vibe. The overall style mimics a curated social media post. # Hooks Headline: This is your summer - and this is your planner # Benefits - [object Object] # Features - [object Object] # Call to action SHOP MID-YEAR PLANNERS # Point of view - [object Object] # Storyline - The ad opens with a handwritten note suggesting that this is 'your summer,' which is immediately followed by the suggestion that this is 'your planner.' The message is from the brand, who is aligning its product with positive seasonal associations. - The brand’s logo is centrally displayed above the planner, reinforcing brand recognition. - The product is then featured, giving the viewer a clear look at the planner's design. This is shown from the brand’s perspective, highlighting its aesthetic qualities. - The ad concludes with a call to action to 'SHOP MID-YEAR PLANNERS', guiding the viewer toward making a purchase. This is from the brand’s perspective.

# Ad summary This ad showcases the academic diary from Papier. It highlights its design and functionality through a series of shots in a park setting. # Brand positioning Papier is presented as a brand that offers stylish and functional stationery products. The brand is associated with organization, creativity, and personal expression, catering to individuals who value both aesthetics and practicality in their daily lives. The ad aligns Papier with a lifestyle that is chic, organized, and appreciative of the finer details. # Product The featured product is an academic diary from Papier, designed to help students and academics plan their schedules. The diary is showcased with a brown and light blue polka dot cover and a personalized label. The ad also shows a stack of similar notebooks, suggesting a range of designs. The ad implies that the diary is a stylish and functional tool, perfect for keeping organized during the academic year. # Visual style The ad has a natural, lifestyle aesthetic, with a focus on showcasing the product in a relaxed outdoor setting. The editing style is simple with static shots and smooth transitions. The production quality appears to be a hybrid between UGC and polished commercial, lending a sense of authenticity while maintaining visual appeal. The pacing is slow and steady, with an ambient background track contributing to the relaxed mood. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 00:00–00:01 A woman lies on a park bench with the diary covering her face, suggesting relaxation and leisure in a natural setting. This introduces the product in a casual, relatable context. - 00:01–00:04 00:01–00:04 The diary is showcased up close, with the cover design and the personalizable label visible. The hand holding it shakes it back and forth, almost as if it's a maraca, to show the product's physical presence and design details. This provides a detailed look at the product's aesthetic qualities. - 00:04–00:07 00:04–00:07 The camera pans over the bench where the woman was lying, displaying a stack of diaries, a handbag, a coffee cup, and sandals. The shot reinforces the product's association with organization and a relaxed lifestyle. The arrangement of items suggests an organized yet casual approach to daily life.