The Place for Belongings
Etsy wanted to compete against Amazon, Target, and big box stores for everyday purchases. In order to do so, their first broadcast campaign needed to position them as a relevant, daily destination, giving people one more reason to shop on Etsy.
We reframed Etsy’s story as the place to find unique items of value: belongings that reflect who we are and what we hold dear. We conceived of Etsy as the go-to shopping destination for everyday moments, big and small, which deserve things that really matter.
US + UK TV Campaign
Art Direction
Tone of Voice + Messaging
Content Creation
Since every item on Etsy comes from a real person, we made that a focal point of the campaign. The ads brought attention to the human element of the Etsy shopping experience by incorporating detailed “pop-ups” which highlight makers and their products.
The campaign needed to run on multiple channels, cover a variety of product offerings, and appeal to a broad audience. We conceived of and shot a library of vignettes which were strung together to create a variety of spots. This allowed Etsy to edit and adapt the ads based on performance in real time. The concept was evergreen, enabling the campaign to feel fresh for a longer period of time. It also created a strong conceptual platform to build upon in future campaigns.
The concept of “belongings” was extended into Etsy’s holiday campaign. While the tone of voice and art direction were updated to reflect the season, the concept committed to showcasing Etsy as the best destination for gifts that will truly excite the recipient as well as represent the thoughtfulness of the giver.
The campaign became a love letter to “the givers” in our lives. The people who put in the time, effort, and consideration in order to make the holidays memorable for us all. The vignettes were more specific to gifting occasions but were still able to be edited in a variety of ways. With the “belongings” concept firmly in place for the brand, Etsy’s sales for the year increased dramatically and helped fortify the company going into 2020 and consumers’ desire to invest in quality, originality, and sentimentality.
Agency: Frank Collective
Director: Tony Franklin
Associate Creative Director: Rocky Santaferraro
Designer: Marissa Meier
Copywriter: Michael Savage
Editor: Jay Sprogell
