Etsy wanted a way to encourage potential new sellers across core international markets to open an Etsy shop as their New Year Resolution. The goal was to sign up 25,000 new sellers and help onboard, guide and inspire them through an online programme; Etsy Resolution.
Etsy Resolution is a free 4-week long online bootcamp where participants have the opportunity to be mentored by local top sellers and connect with their fellow participants via local Facebook groups.
Participants received weekly lessons on the topics of photography, SEO, branding and marketing and they are encouraged to share their weekly ‘homework’ tasks in the community Facebook group for feedback and encouragement.
Each market had their own local comms plan with initiatives including Facebook advertising, local media partners, local digital influencer support, and ATL advertising.
The creative messaging needed to be consistent across all markets, and act as an invitation to someone who is considering turning their hobby into a business.
Time of year played an important role in the direction, being important not to dip into New Year clichés.
We built out a first person POV to transport the viewer to a creative workspace with the accompanying copy ‘What will you make of 2016?’. Taking into consideration trends in the maker community across core markets, we looked at knitting, soap making, and ceramics as inspirational imagery.
Etsy Resolution launched across Australia, Canada, France, Germany, Hong Kong, Japan, Malaysia, Singapore and the UK. So far the programme has onboarded over 29K participants, with 21 million impressions on social media.
Working with Dittmar on Etsy Resolution was such a fun and collaborative experience. The creative assets created really captured the vision for the campaign and helped grab the attention of our target market which resulted in us exceeding our sign-up goals for this project.”
– Jennie Smith, International Community Programmes Manager, Etsy
Art direction – Daniel Dittmar
Design – Beau Colin
Project management – Lotte de Vroe
Copy – Lara Watson
Photography, Video – Zöe Noble
Digital – Marco Suarez, Bowen Slate-Greene