As one of our Holiday 2013 campaigns, we developed a robust, multi-faceted marketing campaign for our Seller Development team. This team’s mission is to coach Etsy’s sellers and celebrate their successes through effective, targeted educational programming and promotional support. The campaign aimed to prepare sellers for the hustle and bustle of the holiday buying season, offer encouragement and inspiration, and remind them that being an Etsy seller can be a rewarding, magical experience.
“Break New Ground” was our overarching campaign message, speaking to “breaking new ground” in the coming year–both creatively and as a business owner. Images of winter botanicals further illustrated this message.
The campaign was rolled out across a wide range of print and web deliverables: online educational assets, environmental graphics & signage for the One of a Kind Show in Chicago, and “Love Bombs”–surprise care packages for top sellers–to keep them motivated during the busy holiday season. These packages included letterpress thank you cards, a letterpress/gold foil 2014 calendar, and Scout Book notebooks featuring the campaign’s theme.