Papier
Challenge
Papier, the direct-to-consumer stationery brand, wanted to scale performance on Meta but found it difficult to grow spend while keeping CPAs low and ROAS profitable. A complex account structure, with varying product types, price points, and markets, was holding the brand back.
Solution
Nest’s team audited and restructured Papier’s account to create a cleaner foundation for scale. The real work came next: a series of creative and copy tests across multiple formats, including Meta’s dynamic ad products, to identify what performed best and where. The format experimentation increased ad relevancy, lowering CPA and boosting ROAS.
With peak season approaching, the team used the months before November to run intensive creative testing, building a library of proven performers so that by the time the Christmas shopping season and Black Friday arrived, Papier was launching its strongest creative at the moment it mattered most. That groundwork paid off, with budgets scaling 144% in December compared to October while improving both CPA and ROAS.
Nest then replicated the creative strategies that had proven effective in the UK to launch Papier into the US and Australia.
The results: 36% increase in ROAS, 11x higher spend, 20% CPA decrease, and 14x increase in purchases.
The team at Nest completely understood our wider business objectives and could align campaigns to make sure we hit them
Taymoor Atighetchi
CEO and Founder at Papier
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