Etsy.com, a marketplace where people around the world connect to make, sell and buy unique goods, has announced the launch of a new global brand campaign Difference Makes Us- celebrating the creativity inside us all, and the difference that make us unique.
In a global first for Etsy, the campaign focuses on driving brand awareness around the world, running on multiple channels to engage with and grow the Etsy community. Digital marketing and user generated content (created by both buyers and sellers within the Etsy community) are key platforms in the multi market campaign.
According to Etsy’s chief operating officer Linda Findley Kozlowski, Difference Makes Us speaks to the breadth of items for sale in the Etsy market and highlights the people that browse and discover them on Etsy everyday.
“These choices and expressions are what makes us all who we are- they’re what makes us different, what makes us original and what makes us ourselves. Those differences, and how we express them as both buyers and sellers, are also what brings us all together, on Etsy, everyday.” Kozlowski said.
Etsy partnered with New York City based creative agency Office Of Baby to produce the campaign.
“When we started collaborating, the idea of Difference Makes Us felt natural, coming right out of the core of what Etsy has always been doing. It was an incredible honor to work with Etsy, a company that’s been celebrating creativity and uniqueness since its inception,” says Paul Caiozzo, Creative Director, Office of Baby.
Coming to life through a series of digital, video, and social placements, in addition to content generated by the Etsy community, the campaign highlights how Etsy fits into the daily routines of people around the world, from the time you wake up to the time you go to bed.
“That’s why we chose to focus on everyday, relatable items, starting with mugs and bedside tables. Everyone has a favorite mug, and it is such a subtle, but approachable way of expressing personality, with infinite variety. Bedside tables, while practical, have an intimate connection to our daily lives that is unique for each of us,” Kozlowski said.