• by Sarah Mahoney  @mahoney_sarah, 9 hours ago

Etsy is rolling out the latest in its ongoing “Keep Commerce Human” campaign, with new ads featuring the painstaking work of a handful of its jewelers, woodworkers and glass artisans. The new TV spot, “What it Takes,” shifts the attention from which product is being sold to how it was made -- and by whom. And while previous ads highlighted the joy of discovering something special, the new work aims to highlight effort, intention, and creativity.

Etsy CMO Brad Minor says the new ads also mark the brand’s 20th anniversary -- and Etsy’s 2 billionth item sold. 

“In a time when so much of what we see and buy feels the same, there’s something powerful about discovering an item that’s truly special,” he notes in the announcement. “Last year, we highlighted how Etsy brings humanity to a world increasingly shaped by machines, and this year, we’re celebrating originality in a shopping landscape that often prioritizes convenience over creativity. As people look for more meaningful alternatives to the mass-produced, we’re proud to spotlight the real stories and skill behind each item—and show how it’s easier than ever to find those special pieces through our app.”

Orchard created the ads, which are scheduled to run on TV, social, and owned channels, with takeovers planned for both the homepage and apps that will “bring shoppers closer to the creative process.”

The new work comes at a challenging time for Etsy, with many consumers cutting back on discretionary spending. In the company’s most recent results, the Brooklyn-based company reported gross merchandise sales of  $2.8 billion, down 6.5% year-over-year. And the number of habitual buyers fell 11% to 6.2 million.

Part of the issue is that in terms of marketing, Etsy’s strength -- unusual merchandise across many categories, from apparel to jewelry to furniture -- is also a weakness.

“While Etsy's unique inventory is a key differentiator and a point of strength, it has made marketing its fare broadly quite challenging,” writes Dan Wasiolek, an analyst who follows Etsy for Morningstar. “Recent investments have focused on improving buyer consideration, emphasizing product quality, and improving platform reliability, which we believe is appropriate.”

Those efforts include marketing specific verticals, like home décor, and encouraging mobile app downloads, a higher-converting channel. The ecommerce company is also tinkering with Etsy Insider, a loyalty program still in beta, to boost purchase frequency.

Morningstar continues to have a favorable long-term outlook for the brand, acknowledging that the platform’s vast array of items targets discretionary spending, and is thus  vulnerable to consumers' pullbacks in ways other online platforms aren’t.

In a conference call to discuss its most recent earnings, Etsy execs said they’ve been encouraged by marketing results and expect continued growth this year. They have also seen progress in social marketing and reactivating prior lapsed buyers.

With “What It Takes,” Etsy isn’t just celebrating craft -- it’s betting that in a mass-made world, showing the human hand still matters.