Etsy has launched a new holiday marketing campaign called “Give ‘I get you’ gifts.” The campaign features a variety of ads and experiences that showcase Etsy as a place to find personalized presents. The main ad is a 60-second spot starring Waldo from “Where’s Waldo?” In the ad, Waldo travels around the world. When he returns home, he is moved by a personalized gift from Etsy.
The campaign is part of Etsy’s strategy to provide gifts made by independent artisans. It puts human craftsmanship at the center of its marketing efforts. Etsy plans an extensive media campaign.
This includes TV spots, out-of-home placements, and social media engagement. The campaign also involves experiential activations, like a recent holiday pop-up shopping event in New York City. The campaign underscores Etsy’s position as a marketplace for handmade and unique gifts.
It taps into the consumer desire for meaningful and personalized gifts. The campaign features hundreds of ad variations to address different demographics and personal experiences.
Waldo’s return with personalized presents
Notable figures such as Drew Barrymore and tennis star Naomi Osaka will also be highlighting their favorite gifts on the platform as part of the holiday campaign. This diverse approach aims to reach a broad audience. Etsy reported a 4.1% year-over-year increase in Q3 revenue, totaling $662 million.
CEO Josh Silverman highlighted the company’s strategy of avoiding steep discounts. Instead, Etsy emphasizes the unique qualities that set it apart from mass retailers. The holiday campaign follows a larger awareness push by Etsy this year.
This included its first Super Bowl commercial and other initiatives to counter the rise of artificial intelligence and mass manufacturing. Etsy also appointed Brad Minor as its first chief brand officer earlier this year. This affirms its commitment to creative and personal marketing approaches.
The “Give ‘I get you’ gifts” campaign is a significant effort to connect with consumers on an emotional level. It highlights Etsy as the go-to platform for personalized and heartfelt holiday presents.
