Focussing on handmade and vintage items, Etsy regularly use competitions and incentives across their Global programmes to grow awareness of their peer-to-peer ecommerce platform and unique range of products available via their vast network of sellers.
Awin were tasked with growing product awareness through key seasonal opportunities for Etsy in the UK, USA, and Canada. Etsy wanted to highlight the range of Halloween themed products available via Etsy, drive increased traffic to the platform, and showcase the range of unique products available for Halloween. The team at Etsy were monitoring programme performance and wanted to achieve month on month uplift in KPIs.
Etsy allocated five prizes of £100 (or $100) across the UK, USA, and Canada to run an incentive based campaign around the Halloween period. They set up a series of email communications to be sent to the publisher base across these three territories across a three-week period, detailing the launch of the promotion, a reminder to publishers, and a re-introduction for any new publishers. A third communication was sent announcing the winners of each territory as well as links to each of the winning blog posts. The prize for the winning posts was paid into the publishers’ Awin accounts.
Following the initial email communication, publishers had two weeks to put together their posts and submit to the Etsy team. Etsy received a good volume of entries from the incentive, with content varying across many different types of publishers, including DIY blogs, wedding blogs and technology blogs. Below is a selection of the winning posts.
Looking primarily at sales performance month on month across the UK, USA, and Canada programmes, comparing the performance of all publishers who participated in the incentive:
- UK: +35 per cent sales volume.
- Canada: +24 per cent sales volume.
- USA: stayed the same MoM.
“The Etsy Affiliate Team was very happy with the content, participation and sales uplift our Halloween Incentive drove.”
Stefanie Dollak, Senior Digital Marketing Specialist, Etsy.