Brand: Etsy
Channel: TikTok
Content and Channel Strategy
Overview: I started by mapping the TikTok landscape and running an in-depth competitive analysis. From there, I worked with our freelance content creator to build a robust launch plan. The plan promoted the channel across Etsy’s social accounts (Instagram and Twitter), our weekly seller email, and a feature in a buyer email. This was Etsy’s first new channel in four years, so I designed distinct content franchises to drive buzz and excitement, and we jumped on relevant TikTok trends. With my team of content creators and a video editor, we produced three to four new pieces of content each month.
Campaign KPIs:
- Video Views
- Total Engagement
- Follower Growth
Results: As of December 2022, the channel has grown to 250K+ followers, 39M+ video views, and 1.4M total engagements.
Additional Videos
Evan Watkins - Social Media and Content Strategist 