• by Sarah Mahoney , 10 hours ago

Whether it’s drumsticks for a little boy who can’t contain his fidgets, a sweater for a crossing guard’s chilly terrier, or a “Chins Up” hat for a patient coach, Etsy’s new holiday ads again highlight the company’s knack for discovering truly one-of-a-kind gifts.

Created by Orchard, the campaign builds on last year’s touching “Where’s Waldo?” effort. But rather than focus on a famous character, it weaves together three intertwined stories set at the same elementary school.

“We were inspired by the concept of ‘sonder,’ the realization that everyone around us has their own story — their own quirks, routines, and quiet impact,” writes CMO Brad Minor in a blog post introducing the new work. “By focusing on the people who often fade into the background, we wanted to remind viewers that the holidays are about recognition, not perfection. That’s what Etsy does best: helping people express thoughtfulness that feels deeply personal and human.”

Ads are running on TV, social media, digital, on-site, and out-of-home, all aiming to remind people how good it feels to be truly seen. Media choices also reflect a new twist, writes Minor, with each touchpoint meant to reinforce Etsy’s gifting prowess — “from our retail spots pairing a practical message with a personal touch, to our mid-funnel creative highlighting the power of personalization, and our influencer partnerships celebrating self-expression while showcasing the breadth of original finds on Etsy.”

That message of rediscovery extends to the business itself. The campaign arrives as the Brooklyn-based company names Kruti Patel Goyal as its next CEO, succeeding Josh Silverman on Jan. 1. She is currently president and chief growth officer. Etsy also reported quarterly results ahead of expectations: gross merchandise sales fell 6.5% to $2.72 billion, while revenue rose 2.4% to $678 million, driven by strong Etsy and Depop on-site ad performance. Net income climbed 31% to $75.5 million.

“While we are encouraged by management's decision to invest in key initiatives this year to drive sustainable long-term growth,” wrote Scott Devitt, an analyst who follows the company for Wedbush, “we believe it may take several quarters for the impact to fully materialize.”