Etsy – #EtsyForMum
Launch campaign around Mother’s Day, delivering the key message that Etsy is a place for meaningful and thoughtful gifts, for mum. Create cut-through in this saturated gifting period for Etsy.
Partnered with Etsy fan, journalist and author Dawn O’Porter to curate her own exclusive Mother’s Day Etsy gift guide for every type of mum. Activity supported by five parenting influencers, sharing their favourite gifts across social media to drive wider engagement. Launched a gift guide with Dawn at exclusive media and influencer event, to showcase the breadth of Etsy product that would be perfect for Mums. Supported activity with creative press office, to drive Mother’s Day product placement and features in high-tier titles.
The campaign saw us hit our KPIs, securing over 15 pieces of high-quality coverage, including interviews with Dawn in Stella and Metro. The event saw over 25 attendees from hero publications attend, including Jo Elvin, editor of You. With social media coverage across the evening, that generated a reach of over 1m.
Direct correlation between campaign activity, beats and sales. During the campaign, two products sold out onsite. The Etsy seller ‘Rustic Retro Furniture’ also noted how their sales had jumped since being featured, which not only generated a commercial impact for the brand and seller, but has further strengthened loyalty between Etsy and their community.Etsy gave back to their community, helping their businesses grow, and as a result built long term loyalty. The campaign framework has been rolled out again (as summer campaign #EtsyForMe) due to massive success.