Etsy focuses on personalized gifts in sprawling holiday campaign [Video]

Dive Brief:

• Etsy launched its holiday marketing campaign, “Give ‘I get you’ gifts,” with a media plan that includes TV spots, out-of-home placements and social media, according to information shared with sister publication Marketing Dive.
• A 60-second anthem spot features Waldo, of “Where’s Waldo?” fame, as he’s greeted all over the world but only moved upon returning home and receiving a personalized gift from Etsy. The character then uses the platform to buy holiday gifts.  
• Throughout the season, Etsy is engaging with consumers through podcasts and experiential activations, like a recent holiday pop-up shopping experience in New York City, a first for the brand. Etsy’s latest campaign sees the business continuing to position itself as an online marketplace for gifts made by real people. 

Dive Insight:

Etsy’s latest marketing push positions the platform as a thoughtful and personal choice this holiday …