How do Microcultures shape the way brands connect with their audiences? In this episode of Ripples, Lance Koenig and Cecilia Parrish sit down with Holly Chapman, Head of Brand at Papier, to uncover the role of creative communities in building authentic engagement. Holly shares how Papier’s beautifully designed products go beyond stationery - they serve as tools for storytelling and self-expression. From the resurgence of journaling and pen pals to the influence of Gen-Z, this conversation explores why microcultures are essential for brand success. We dive into the importance of adding value to Microcultures, the role of creator partnerships, and how brands can measure true engagement. Whether you're a marketer, a brand builder, or just fascinated by the evolving landscape of Microcultures, this episode is packed with insights you won’t want to miss! Tune in now.

Mentioned in the show:

https://getawayredemption.com/

https://www.papier.com/collaborations/the-met/

Ripples is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Ripples is hosted by Lance Koenig & Cecelia Parrish.

Find Rival online at www.wearerival.com, LinkedIn. 

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