Etsy debuted a new marketing campaign this July that advertises the marketplace’s foundation and commitment to being an online store for handmade goods.
The campaign includes videos of sellers creating unique products by hand. One advertisement features a robotic arm at the start that is broken at the end of the video.
“Recently, the majority of our brand marketing has mainly focused on our buyers’ shopping journeys, from expanding consideration for what Etsy has to offer to helping shoppers find the perfect gift,” said Brad Minor, Etsy’s chief brand officer. “This year, we felt there was an opportunity to share the stories of our sellers more boldly and articulate our values more clearly.”
The campaign, which Etsy developed over several months, includes TV commercials, billboards and paid social media. The billboards help make a bold, visual statement, while the social content shares deeper and more intimate stores of the sellers, Minor told Multichannel Marketer.
The TV spot, which Minor called a “cultural rallying cry” will air during the 2024 Olympic Games.
“Following our debut at the Big Game in February, we see this as a great opportunity to capture global attention and celebrate human performance during a time when viewers are already inspired by stories of perseverance and dedication,” Minor said. “Our anthemic TV spot shines a spotlight on the passion, grit, and determination of our sellers, echoing the spirit of the summer games.”
This commercial is in contrast to Apple’s commercial Crush!, which debuted two months prior, and introduces its new iPad Pro. The video shows a large machine crushing a collection of artistic products, including a piano, a trumpet, paint cans, a wooden mannequin and a metronome. The end result is an iPad.
Etsy claims it was already developing its marketing campaign prior to Apple’s ‘Crush’ commercial release. However, the backlash from Apple’s commercial further validated how relevant Etsy campaign will be, the brand said.
“In today’s cultural landscape, with growing concerns about technology’s role and mass production, it felt like the right time to double down on Etsy’s mission to Keep Commerce Human and how that sets us apart,” Minor said.
Any seller can list a product on Etsy’s marketplace
While Etsy is driving home its handmade vision, the marketplace operates on the honor system of its 7 million sellers. Any seller can open a shop and list an item, as long as they agree to Etsy’s policy and terms.
In tandem with its new marketing campaign, Etsy unveiled new labels on each product page. The labels designate how each seller is involved with its product:
- Made by ShopName
- Physical items made by a seller by hand or using personal or computerized tools.
- Designed by ShopName
- Sellers’ original designs that are produced or printed by a third party or offered as a digital download.
- Sourced by ShopName
- Items that enable buyer creativity, including craft and party supplies and items that are personalized with a buyer’s custom text or image.
- Handpicked by ShopName
- Vintage items, items from nature, and certain collections of items that a seller personally selected and curated for sale.
“We’ve heard from buyers that they want to know more about the sellers’ human touch in the items they find on Etsy,” Minor said.
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