Paper at Config, Part 1: Swarming SF
Blog post from Paper
Paper's marketing efforts at the Config design conference in San Francisco involved a creative, hands-on approach to connect with the design community and promote their brand. The team took a DIY approach, crafting and distributing 3,000 branded coffee cans, setting up 12 newsstands featuring work from various partners like Lovable and Y Combinator, and deploying 10 taxis and 2 LED trucks adorned with Paper branding around the Moscone Center. Despite logistical challenges, such as a text misalignment on newsstands and issues with their custom-made coolers, the team managed to engage effectively with attendees. They emphasized authenticity by designing everything in-house and ensuring that every interaction felt personal and genuine. Their guerrilla marketing tactics, including the use of Paper-themed claw machines and sponsoring an after-party, highlighted the importance of personal connections and showcased the enthusiastic reception and community engagement they achieved throughout the event.
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