Etsy kicked off a global marketing campaign last week that is focused on reaching new visitors who are shopping for gifts. The centerpiece of the campaign are three videos that each showcase a handmade item from a different Etsy seller. While the company will invest in online advertising, there’s no mention of any television advertising.
“This season, for shoppers who have never heard of Etsy before, we’re revealing the magic behind one-of-a-kind gifts,” wrote the company’s Senior Product Marketing Manager Laura Hood in an announcement on the Etsy boards.
“To share this message we’ve created three videos, and we’ll be distributing them around the world through online advertising, partnerships, and social media. This is just the start of our holiday marketing.” And, Hood said, “There’s more to come.”
There’s no dialog in the videos. Instead, music plays as the video plays backwards in time, shooting a finished product being opened by a recipient, and going back to the Etsy seller crafting the item from raw materials.
The tagline for the videos is “Where one-of-a-kind gifts come from.” The page featuring the videos also include photo montages of “gift ideas,” “holidays” and “jewelry” along with “trending this season” and “Marketplace Gift Guides – Festive picks from your favorite brands and bloggers.”
Etsy also updated its mobile apps for the iPad and Android apps in time for the holiday shopping season.