Brand: Etsy – Seller
Channel: Instagram and YouTube
Social Strategy/Video and Creative Strategy/Video Production

Business Problem: Increase positive sentiment around running your small business on Etsy. In addition to increasing positive sentiment, find ways to increase seller UGC to use on the Etsy Success Instagram account.

Strategy Overview: To offset the negative community sentiment that Etsy was experiencing in 2019, I wanted to reinvigorate the community and passion for using Etsy as a platform to run your small business. I created a social first contest in which we would fly out 4 sellers to our Brooklyn offices for a day of workshops, shop optimization, and a chance to share their stories with our larger seller community. We encouraged sellers to share the reasons why they sell their items on Etsy for a chance to win.

Campaign KPIs:

• Positive Seller Sentiment (judged by number of viable entries)
• Total Engagement throughout the campaign
• Video Views and Watch Time of the hero video “Why Sell on Etsy” where the seller winners shared their stories.

Results: We received over 300 quality submissions from sellers and were able to source 35 pieces of UGC content throughout the run of the campaign. The hero video produced with the winning sellers generated over 28K views on YouTube and the resulting cutdowns generated over 70K views on Etsy Success Instagram

Additional Videos