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Etsy Runs TV Ad in UK, Lets Sellers Tag Their Shops

Etsy selected the UK market for its first ever TV ad, and in a clever marketing move, it’s letting sellers tag the video with their shop details and share it online. The ad, which can be viewed on YouTube, features over 60 Etsy merchants.

Twelve hundred Etsy sellers answered the casting call. Sellers were selected to illustrate the range of handmade and vintage products available on Etsy, according to a spokesperson. “All the people featured in the ad are Etsy sellers, there are no actors or models, and the merchandise on display is completely made up of real items that they sell.”

The ad premiered on UK’s Channel 4! during the shows Mary’s Silver Service and One Born Every Minute. Etsy worked with Goodstuff Communications and Big Al’s Creative Emporium in the UK on media plan and creative, respectively. “The creative concept focused on what it is that makes a product you buy on Etsy special – the people behind it.”

Etsy CEO Chad Dickerson told users at a Town Hall Meeting in February that the company would be spending more on marketing this year, and the company began running ads on the Toronto subway the same month.

Sellers who wish to tag their information on to the end of the Etsy video can visit PeopleMakeEtsy.com, and their shop details will be added to the last 10 seconds. Etsy is encouraging users to share the videos using the hashtag #peoplemakeetsy.

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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.