Etsy is making a memorable impact with its latest marketing initiative, “Give ‘I get you’ gifts.” The campaign features iconic character Waldo, from “Where’s Waldo?”, as the star of its centerpiece ad. Etsy’s goal this year is clear: position itself as the go-to marketplace for thoughtful, handcrafted gifts that resonate on a personal level.
Etsy’s Heartfelt Anthem Spot with Waldo
The highlight of the campaign is a 60-second anthem video where Waldo, known worldwide for his iconic red-and-white striped shirt, travels through different countries only to find real connection back home with a personalized gift from Etsy. Touched by this experience, Waldo turns to Etsy himself to find meaningful gifts for others. This warm, human moment underscores Etsy’s mission to provide “I get you” gifts, reflecting a shift from typical holiday shopping to one rooted in understanding and connection.
Campaign Extends to Diverse Platforms and Experiences
In addition to the Waldo-focused spot, Etsy’s holiday campaign spans various media, including TV ads, out-of-home placements, social media, and a pop-up shopping event in New York City. The pop-up offers shoppers a chance to interact with Etsy sellers in person, blending digital and real-world experiences to emphasize the human touch that defines the platform.
Etsy also engages audiences through podcast sponsorships and collaborations with high-profile figures. Drew Barrymore, Etsy’s “chief gifting officer,” and tennis icon Naomi Osaka are spotlighting their favorite Etsy picks, adding a touch of star power to the campaign. With these varied efforts, Etsy aims to make a lasting impression on consumers searching for unique, heartfelt holiday gifts.
Crafting Connections in a Crowded Market
This campaign comes as Etsy reports a 4.1% increase in year-over-year revenue, reaching $662 million in Q3. Unlike many other retailers offering steep discounts to attract shoppers, Etsy has chosen to maintain its focus on quality and uniqueness, setting it apart in the crowded holiday shopping landscape. Etsy CEO Josh Silverman emphasized this strategy, stating, “We’re choosing to double down on the things that make Etsy markedly different and markedly better as the best path to restarting our growth engine.” By focusing on personalized, handmade items, Etsy aims to drive customer loyalty and growth through meaningful connections.
A Long-Term Commitment to Supporting Creators
Etsy’s commitment to personalization extends beyond the holiday season. The brand recently launched its first Super Bowl commercial and updated its mission to address the growing impact of artificial intelligence and mass production. This year, Etsy introduced Brad Minor as its first chief brand officer, a move that signals its dedication to strengthening the Etsy brand and the visibility of its artisans. Through TV ads, social media videos, and billboards, the campaign highlights real Etsy merchants, reinforcing its ethos of supporting independent creators.
Etsy’s holiday push is more than just a seasonal campaign—it’s part of a larger narrative positioning the platform as a champion of creativity, craftsmanship, and personalization.