Etsy's Holiday 2024 Ads Focus On Gifts That Make People Feel Seen
Etsy has launched their holiday 2024 advertising campaign with a twist on the classic Where's Waldo books promoting unique gifts that make the recipient feel truly seen and understood amidst a sea of more generic consumer goods.
Chief Brand Officer Brad Minor dubbed these items "I get you" gifts, debuting the Where's Waldo spots and broader ad campaign in a company blog post this week.
In our anthem spot, we’re sharing the story of an iconic global character who is often spotted but rarely truly seen: Waldo, of the classic “Where’s Waldo?” series.
In the ad, Waldo travels the world, being spotted everywhere he goes. But only when he returns home and receives the perfectly personalized Etsy gift from his best friend, does he finally feel seen.
We’re also flipping the script and showing how Waldo himself turns to Etsy to make finding the perfect gift for everyone on his list feel easy and inspired.
While Waldo plays in a world of fictional holiday magic, a foundational element of our campaign will be to highlight the deeply human role our very real sellers play in making the holidays special for shoppers.
Minor went on to describe another spot featuring an actual Etsy seller, in line with other market efforts launched earlier this year to put more of a focus on the people behind the products sold on the site.
In another spot, we’re featuring the touching story of Alexis—a seller who handpaints an ornament for a family spending their first Christmas without their beloved golden retriever. It's a heartwarming reminder that on Etsy, our sellers are making more than just items—they’re making meaningful memories that make the holiday season truly special.
The holiday campaign will extend across channels, from TV and out-of-home (billboards) to social media, influencer and experiential events like the recent holiday pop up shop in New York.
Liz Morton
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