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Etsy Says ‘Shop Other Jeffs’ This Prime Day
As Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
Etsy debuted its “Shop Other Jeffs” campaign to promote its creators as Amazon Prime Day begins. (Image courtesy of Etsy)
Brooklyn, N.Y.—Amazon’s four-day Amazon Prime Day event kicked off today, with cash-strapped U.S. consumers flocking to the e-commerce titan in search of deals.
In its latest campaign, Etsy is reminding shoppers to also give some love to the small businesses on its platform.
The “Shop Other Jeffs” campaign, a nod to Amazon founder and billionaire Jeff Bezos, highlights creators on Etsy who are also named Jeff.
“Consumers increasingly want their purchases to mean something by reflecting their values, their taste, and the people they want to support. And yet, convenience has become the loudest voice in the room, making it hard to hear much else over it,” wrote Etsy’s Chief Marketing Officer Brad Minor in a company blog post.
“Now, ahead of one of the biggest shopping weeks of the year, when the conversation is dominated by speed and price, we’re reminding shoppers that there is an alternative.”
Its new campaign is asking shoppers to think about not just what they buy, but who they’re buying from, said Minor.
Related stories will be right here …
In its latest campaign, Etsy is reminding shoppers to also give some love to the small businesses on its platform.
The “Shop Other Jeffs” campaign, a nod to Amazon founder and billionaire Jeff Bezos, highlights creators on Etsy who are also named Jeff.
“Consumers increasingly want their purchases to mean something by reflecting their values, their taste, and the people they want to support. And yet, convenience has become the loudest voice in the room, making it hard to hear much else over it,” wrote Etsy’s Chief Marketing Officer Brad Minor in a company blog post.
“Now, ahead of one of the biggest shopping weeks of the year, when the conversation is dominated by speed and price, we’re reminding shoppers that there is an alternative.”
Its new campaign is asking shoppers to think about not just what they buy, but who they’re buying from, said Minor.
There are more than 5,000 sellers on Etsy named Jeff, said the company, making a small but mighty percentage of its nearly 6 million sellers.
Among the Jeffs highlighted is Jeff Brown of Jeff Brown Pottery, who has been making pottery by hand since 1977.
Jeff Zabriskie of Luxgen is a woodworker who learned the skill from his father. He creates furniture from sustainably sourced hardwoods and reclaimed trees, said Etsy.
Jeff Risinger of BootsNGus started making lamps as a hobby and now ships his handmade lighting fixtures all over the world.
“They aren’t billionaires or retail giants. They’re woodworkers, ceramicists, lighting designers, and other sellers who make things by hand and know your name when you place an order,” said Minor.
As part of the campaign, the platform is offering a limited-edition collection of “Shop Other Jeffs” merchandise from select Etsy sellers, including hats, t-shirts, keychains, and other original pieces.
The campaign rolled out across broadcast TV, paid social on YouTube and TikTok, a website and app “takeover,” and out-of-home activations in New York City, Seattle, and Washington, D.C.
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