Make Commerce Human
Etsy
Etsy partnered with MHF Video Production to create the "Make Commerce Human" campaign, showcasing the value of handmade, unique products. This campaign tells the stories of three Etsy sellers, highlighting the passion, creativity, and dedication they put into their work.
By focusing on these personal narratives, Etsy aims to set itself apart from large online marketplaces like Amazon and Temu. The campaign emphasises Etsy’s commitment to connecting consumers with real people who create one-of-a-kind items, offering a more personal alternative to mass-produced goods.
Every Story
Layer Tree
Marcia
The content was filmed across 3 separate days with a small crew of three, using handheld cameras to capture a close, personal feel that resonates with the campaign’s theme.
Interviews were conducted in each seller's studio, surrounded by their tools, materials, and creations, allowing them to share their stories in the environment where their work comes to life. The team also captured detailed b-roll footage of the sellers' processes, from the initial stages of crafting to the final touches, giving viewers an authentic insight into how these unique items are made.
This approach not only humanises the products but also invites viewers into the world of the creators, forging a deeper connection between the audience and the artisans. The result is a series of videos that highlight the craftsmanship and personal dedication behind each product, setting Etsy apart as a platform where creativity and individuality thrive.
To maximise the impact of the "Make Commerce Human" campaign, the content was repurposed into vertical formats tailored for social media platforms. The intimate footage and interviews were edited into shorter, compelling clips optimised for platforms like Instagram, TikTok, and Facebook, ensuring the campaign reached a wider audience.
These vertical videos were designed to capture attention quickly, showcasing key moments from the sellers’ stories and their creative processes. By adapting the content for social media, Etsy was able to maintain the campaign’s authentic, human touch while engaging users in the spaces where they spend the most time.
This approach not only increased the visibility of the campaign but also reinforced Etsy’s message of supporting small businesses and celebrating individuality, all while driving traffic back to the full-length videos and the sellers’ storefronts on Etsy.
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