Etsy : Connecting with the Québec market

Mandate

In 2014, Etsy Canada was looking to expand its footprint in Quebec. Having heard about the work CASACOM had done for other brands, such as Michaels, Etsy decided to hire us to create and execute a strategic plan to help Etsy connect with Quebecers and increase its visibility.

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Strategy & execution

Among the chosen strategies for 2015, we promoted Quebecers’ creativity, pride and desire to be professionally independent, we partnered with local personalities, local spokespeople and media; and we integrated various tactics: media relations, social media, events and advertising.

We brought in popular TV personality Marie-Soleil Michon as the Etsy Ambassador for Québec. She gave a familiar and accessible face to connect the brand with. Le meilleur du Québec – Concours de créateurs Etsy was created, a design award which allowed Québec-based Etsy sellers to register in one of six categories. A partnership was established with Châtelaine and we received numerous amounts of editorial coverage, including a six-page spread featuring the contest winners. We also organized two events: one to launch and a second to showcase finalists’ creations and unveil the winner to a panel of influential judges.

In addition to the design awards, we engaged with Etsy’s audience through on-going media relations and on social media. Following our media calendar tailored to Etsy, we reached out to various types of media, always featuring Etsy Québec items.

Results

Karine Foisy, the Grand Winner of Le meilleur du Québec, has since become a DIY celebrity in Québec. The contest received hundred of valid submissions and thousands of votes. Total positive/neutral media impressions for 2015 exceeded 95M. In comparison to 2014, media impressions increased by 327%. Number of Québec Facebook fans had 806% increase in a few months. Moreover, Etsy has grown as a media resource for Québec’s handmade products.