Etsy launched a new advertising campaign, the Brand Mission Campaign, to Keep Commerce Human. Etsy celebrates the human connection and creativity that comes to life every day. This campaign aligns with the brand's significant changes in its on-site experience to effectively convey the reasons for the items' presence on its website.
The aim is to highlight the names of Etsy sellers to show consumers what makes the company special and emphasize the mission to Keep Commerce Human. The campaign features sellers on billboards in NYC and London, showcasing each seller's unique role in making their items. The locations for the billboards feel intimate and accessible. Additionally, the brand uses grassroots-style ads and large placements that elevate our sellers to iconic status.
Human Connection-Centric Campaigns
Etsy's New Ad Campaign Wants to Keep Commerce Human
Trend Themes
1. Grassroots-marketing - Grassroots-style ads that elevate individual sellers exemplify how smaller voices can command significant attention and appreciation in the market.
2. Human-centric Branding - Etsy's commitment to human connection through its branding efforts highlights a shift towards more personalized and engaging brand narratives.
3. Local-seller Highlighting - Showcasing local sellers on billboards in major cities underscores the trend of localizing global commerce to foster stronger community ties.
Industry Implications
1. Advertising - The innovative use of intimate and accessible billboard locations by Etsy points to new strategies in out-of-home advertising.
2. E-commerce - Etsy's human-centric campaign signifies a movement in e-commerce towards more authentic and emotionally resonant shopping experiences.
3. Creative Arts - Highlighting the unique creativity of individual sellers emphasizes the growing importance of artisanal and handmade products in today's retail landscape.