It's not easy to sell a technical feature in an emotive TV spot. But Etsy is breaking new ground with its latest work in the "For the Life You're Making" campaign.
Like previous spots in this effort, they focus on the breadth of assortment shoppers can find on the ecommerce site, and the creative and unexpected products that come from its makers.
But they are the first to show off Search by Image, a tech feature enabling users to snap a photo within the Etsy app, quickly taking them to similar products. For example, in "Lamp," a man finds his chandelier soulmate.
The company hopes Search by Image will encourage users to explore its sprawling ecosystem in new ways.
"When words fail you, a simple photo can surface hundreds and thousands of amazing Etsy products," says Andrew Sinkov, Etsy's vice president of brand. "Creatively, we needed to land on a scenario that immediately communicates that moment of inspiration -- followed by desperation, and finally amazement -- at Etsy's new ability to solve a seemingly impossible problem."
Etsy worked with 72andSunny to create the ads, a relationship currently under review.
The company also recently launched its most extensive out-of-home campaign, "More Ways," in New York, Chicago and eventually, in the U.K. That effort was created by its in-house team.
In an email to Marketing Daily, Sinkov says both efforts are built around "Etsy Has It," an ongoing brand strategy aiming to spotlight the range of home, styles and gifts sold on Etsy. "We're excited that the suite of creative can be touching and joyous and funny, all while showcasing Etsy's differentiation."
The goal is to encourage current Etsy customers to shop more, as well as entice new users to the site. "Overall awareness of Etsy is very high, but we still have a huge opportunity to help current and future customers think of Etsy for more of their shopping needs," he says. "If you came to Etsy for a holiday gift, we want you to think of us again when you're looking to refresh your spring wardrobe or getting that new hand-built coffee table."
And while OOH often gets dissed in large campaigns, Sinkov says it's a great fit for Etsy. "Millions of people are seeing, and often staring, at our creative multiple times each day. But the beauty of OOH is also that it's such a rich expression of the brand through tone and design. This campaign is showing a playful and joyous side of Etsy that complements our TV spots."
While its latest sales and earnings topped estimates, the company also said results reflect a rebalancing of its marketing spending. It credited both its brand and performance ad efforts with spurring sales growth.