- Etsy launched its holiday marketing campaign, “Give ‘I get you’ gifts,” with a media plan that features TV spots, out-of-home placements and social media, in keeping with information shared with Marketing Dive.
- A 60-second anthem spot features Waldo, of “Where’s Waldo?” fame, as he’s greeted everywhere in the world but only moved upon returning home and receiving a personalized gift from Etsy. The character then uses the platform to purchase holiday gifts.
- Throughout the season, Etsy is engaging with consumers through podcasts and experiential activations, like a recent holiday pop-up shopping experience in New York City, a first for the brand. Etsy’s latest campaign sees the business continuing to position itself as a web based marketplace for gifts made by real people.
Etsy’s latest marketing push positions the platform as a thoughtful and personal selection this holiday season and is built across the insight that folks need to be seen. The campaign is designed to appeal to a number of consumers, with plans for lots of of versions of ads meant to talk to unique experiences. Additionally, Etsy’s “chief gifting officer” Drew Barrymore and tennis star Naomi Osaka will highlight their favorite gifts as a part of the hassle.
Etsy, a platform known for goods made by independent artisans, has long put creators at the middle of its promoting. Given the range of creators on the location, the brand new holiday campaign uses different spots and tactics to achieve different demographics.
While Waldo is the star of the anthem spot, one other video doesn’t feature the character in any respect. Instead, it shows a seller creating an ornament for a family spending their first Christmas without their beloved dog. The tagline “Give ‘I get you’ gifts” provides the wide assortment of creative with a throughline.
Etsy this week reported Q3 revenue increased 4.1% 12 months over 12 months to $662 million. During an earnings call with analysts, executives called attention to the platform’s strategy of avoiding steep discounts, which sets it aside from many big-box stores and retailers which can be focused on lowering prices this 12 months.
“We’re selecting a different direction, selecting to double-down in the things that make Etsy markedly different and markedly higher as the most effective path to restarting our growth engine,” said Etsy CEO Josh Silverman throughout the earnings call.
Etsy’s holiday approach is the newest attempt by the vendor to distinguish itself by putting human craft front-and-center in its marketing. It is a component of a larger awareness push this 12 months that previously featured Etsy’s first Super Bowl business.
Over the summer, Etsy also introduced a latest brand mission that addresses the rise of artificial intelligence and mass manufacturing. TV ads, social media videos and billboards profiled real Etsy merchants. Around the identical time, the corporate appointed Brad Minor as its first chief brand officer.
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