'Difference Makes Us' - Etsy

The latest Etsy ad looks like a lesson on subcultures in materialism...

Etsy is one of my favorite shopping sites ever - it fulfills my unique materialistic needs. If Amazon is Caesar salad, then Etsy is possibly one of those unique salads you only get at a mom and pop restaurant (okay, this may not be the best metaphor but it's what I've got right now).

Perhaps that's why it took forever for them to come up with a global advertising campaign - Etsy is generally not perceived as a shopping site for the masses but rather those people who have a distinctive taste materialistically (I choose to call this materialistic subculture).

Handmade and vintage items may not be for everyone - but money is for everyone and Etsy needs that money from as many people as possible to thrive (i.e, their objective).

It is clear that Etsy wants to expand it's target market beyond the occasional flower children who shop there. So with it's latest marketing campaign (as you can see from the ad above), it is coming out and saying 'We don't just cater to flower children, we also cater to hipsters, goths, punks, religious people, the organized, the unorganized, the underage, you name it! So just shop with us and give us your money'.

If you had to pick a coffee mug to describe yourself - which one would you pick?

I believe Etsy's present campaign is true to it's brand - Etsy feeds on difference and expression of one's truly unique individuality and this campaign communicates that to it's audience - that difference makes Etsy possible.