Etsy, the global marketplace of handmade, vintage and creative goods launched its first global campaign, “Difference Makes Us” this September. Focused on the US, UK, Australia, Canada, Germany, and France, the campaign celebrates originality and individuality.
Since 2005, Brooklyn-based Etsy has acquired 1.7 million active sellers and 26.1 million active buyers with annual gross merchandise sales for in 2015 at $2.39 billion.
In collaboration with Office of Baby, Etsy released two films that launched on their site and on YouTube, Facebook, and Instagram, focusing on two items: mugs and bedside tables.
“Etsy has always been a celebration of what is unique and creative, standing in stark contrast to the homogenization espoused by other brands,” said Paul Caiozzo, Creative Director at Office of Baby. “When we set out to create Difference Makes Us, we looked for everyday items that come in infinite varieties and variations, but that people don’t ordinarily think of as reflections of individuality.”
“The Difference Makes Us campaign highlights how Etsy.com fits into the daily routines of people around the world, from the time you wake up to the time you go to bed,” explained Andre Rickerby, Senior Director, Global Marketing. “That’s why we chose to focus on everyday, relatable items, specifically mugs and bedside tables.”
The campaign also asks the sellers and buyers in the Etsy community to be interactive.
One way for sellers to participate is to create short videos, creatively integrating their unique products. Other options include posting a picture on Instagram of a unique item you own and love with the hashtag #DifferenceMakesUs with a chance to win an Etsy giftcard valued at $1000.
“We’re excited to see how it evolves as the Etsy community engages with Difference Makes Us,” said Rickerby.
By submitting videos, the sellers can not only bring the campaign to life through the unique items they sell but also have an opportunity to have their items featured in upcoming campaigns.
For questions, more information, or to see if your submissions have been featured, you can visit https://www.etsy.com/differencemakesus.