Etsy
Connecting with the Quebec Market
Challenge
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.
Strategy and Activities
Promoted Quebecers’ creativity, pride and desire to be professionally independent; partnered with local personalities, local spokespeople and media; integrated various tactics: media relations, social media, events and advertising.
Brought in popular TV personality Marie-Soleil Michon as the Etsy Ambassador for Québec.
Created a design award, Le meilleur du Québec – Concours de créateurs Etsy for local Etsy sellers.
Established a partnership with Châtelaine Magazine.
Organized two events: one to launch and a second to showcase finalists’ creations and unveil the winner to a panel of influential judges.
Engaged with Etsy’s audience through on-going media relations and on social media.
Results
Karine Foisy, the Grand Winner of Le meilleur du Québec, has since become a DIY celebrity in Québec.
The contest received hundreds of valid submissions and thousands of votes. Total positive/neutral media impressions for 2015 exceeded 95M. From the Chatelaine partnership, we received numerous amounts of editorial coverage, including a six-page spread featuring the contest winners.
In comparison to 2014, media impressions increased by 327%. Number of Québec Facebook fans grew by 806% in a few months.
Moreover, Etsy has grown as a media resource for Québec’s handmade products.
Relevant Data
95
M media impressions in 2015
327
% increase from 2014
806
% more FB fans than previous year
