Etsy
This project was created in a class called Full Funnel Marketing. We were tasked with choosing a dream brand at an advertising agency and creating content that focused on the different stages of the marketing funnel.
The Ask
I chose Etsy at 72andSunny, and I started my work by creating a Customer Decision Journey of an Etsy customer based on the insights I discovered during one-on-one interviews. Then, I created content for each stage of the funnel, including a social media post, a blog post, 7-second commercial storyboards, and e-commerce packaging designs.
The Work
This ad highlights the variety of products that can be purchased from Etsy shops and incorporates Etsy’s orange brand color and serif font. Each of the products in the room has an orange sticker with “From (Etsy seller)” written on it. This is meant to highlight Etsy’s unique selling point of buyers and sellers engaging in real human interaction. As opposed to competitors like Amazon Handmade and eBay, Etsy is more community-oriented and personable. Etsy sellers have profiles that include their names, pictures, messaging options, and other details. The caption of the post also highlights these individual sellers/artists and encourages customers to connect with them.
Instagram Post
In this blog post, I used a serif font for headlines and a sans-serif font for body text, which Etsy uses. However, Etsy does not utilize color except for images. I think adding the brand’s orange color would make it fun to read while also subtly hinting toward the brand. Etsy has a lot of Home and Living content, but it’s mostly catered towards people with bigger homes and Millennials. Through the CDJ, I found that college students often bought from Etsy to decorate their rooms/dorms, but there wasn’t a lot of blog content for this audience. I aimed to be more informational and only mentioned Etsy at the end and when a product was showcased.
Keywords: Dorm room decor, decorating your dorm room
Meta description: From switching up your wall art to working on your room’s color palette, here are 5 ways you can decorate your dorm room so it feels like home.
Blog Post
7-Second Commercials
At the moment, Etsy sellers are in charge of packing their products, and so the packaging that customers receive can vary greatly. Because of this, Etsy does not have a cohesive brand image in terms of its packaging. If they were to implement easy and affordable branded packaging options for their sellers, Etsy could improve their brand presence and identity while maintaining their individual shops’ uniqueness.
