Etsy announced this week it launched a new ad campaign consistent with its “Keep Commerce Human” theme, and in addition to new TV commercials, it’s featuring Etsy sellers in billboards in two cities: New York and London. A new home page experience curates “the best of Etsy” and features the shops of sellers from the ad campaign.
“Our social content tells the deeper stories of our sellers, while our new TV ad is a love letter from us to them as our partners in Etsy’s mission to keep commerce human,” Etsy said.
The new “Brand Mission Campaign” coincides with critical changes the company is making to the onsite experience to more clearly communicate how and why items belong on Etsy: All items on Etsy must now be either: Made by a seller; Designed by a seller; Sourced by a seller; or Handpicked by a seller – learn more and leave a comment on the AuctionBytes Blog.
The core of the new Etsy campaign revolves around the following:
- “Bring our sellers’ names front and center to remind buyers who makes Etsy so special.“
- “Shine a spotlight on the passion, creativity and love Etsy sellers bring to every piece they make.“
- “Reinforce the importance of our mission to Keep Commerce Human in a world of increasingly commoditized, soulless manufacturing.“
Etsy published a blog post on Tuesday introducing the sellers featured in the new marketing campaign,
The following YouTube videos show the new Etsy TV commercials:
*** But will it matter ***
“All items on Etsy must now be either: Made by a seller; Designed by a seller; Sourced by a seller; or Handpicked by a seller…”
The truly sad part of this story is that with a small group of Etsy employees, it could have taken maybe 1 hour to establish these new categories, many years ago, as Sellers were screaming for a different definition for “handmade”.
***And yet, my question***
As a jeweler…I design my jewelry; I cut my stones; I fabricate my metal.
Will I be able to choose both “Made by Seller” and “Designed my Seller”? I should be able to show in both search routines. Did Etsy ever think of that?
Time will tell if this new change will matter at all.
I have several issues with Etsy as a seller, but I must say their commercials are, in my opinion, excellent. The two you linked here are particularly well done, and I love how they highlight what makes Etsy special. Kudos to Orchard, the agency behind these ads.
And what have the idiots done now? I went to search for something specific on Etsy and I can only filter by vintage or all??? There is no handmade option for me to use. If Etsy execs want to let everything be sold on the site, fine, then create a smaller category for handmade. Make it a niche heading and remove some of the incentive for the liars to misrepresent their items. At least give artists a bit of a chance for shoppers to find them. What a mess.