The popular freelancer platform focuses on big business with a new multinational ad push.
Fiverr has bigger aspirations for bigger business customers. Today, he unveiled a new campaign to endorse the merits of the platform for various large business-to-business (B2B) applications. The move represents a departure from the platform’s previous marketing strategy, which largely targeted individuals and small businesses.
The campaign, dubbed “Team Up,” aims to capitalize on a growing trend in business that combines the efforts of internal teams with independent contractors and freelancers. In fact, Fiverr’s proprietary research found that 64% of large companies have increased their investments in freelance talent since the pandemic began.
This data is underscored by a recent survey conducted by Deloitte in conjunction with MIT Sloane Business Management, which found that 74% of today’s business leaders believe that effective management of external talent, including freelancers, is essential to the success of an organization.
“For more than a decade, Fiverr has been a one-stop-shop for small business owners to find everything they need to start and grow their business,” Matt Clunan, Chief Brand and Digital Officer, told The Drum. “But as the way we work continues to evolve, larger companies are realizing the benefits that working with freelance talent can have on their business and their bottom line. Working with freelancers allows them to prioritize flexibility, speed and agility. This allows them to tailor their teams as needed based on specific projects and market demands.”
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Fiverr, according to Clunan, envisions a future of work that sees full-time in-house talent working in collaboration with external freelancers. “It’s already happening,” he notes.
“Team Up” makes Fiverr the perfect way to find and manage external talent – not only for startups, but also for large corporations. In a 60-second hero spot, viewers see a bustling office where employees throw a going away party for Marco. But Marco – whose smiling face is splashed on a meticulously decorated cake – is nowhere in sight. It soon becomes apparent that Marco is a remote freelance web developer the company hired through Fiverr to redo their website. They are so pleased with his work that they throw him a farewell party.
“This campaign shows how big companies should think about integrating freelancers into their workforce – both from a professional point of view but also from a cultural point of view,” says Clunan. “And that positions Fiverr as the platform with the collaboration tools, the productivity tools, the communication tools, and the infrastructure to allow them to do that effectively.”
In particular, Fiverr aims to promote its Talent Cloud, a solution designed to help organizations easily scale their teams.
The campaign was designed by Fiverr’s in-house marketing team and executed with the help of freelance freelancers sourced directly from the Fiverr platform. In fact, talent hired through Fiverr helped provide a range of services, including storyboarding, translation, and voiceovers.
“We are excited about this expansion of our target audience – to include larger companies – and to see how these companies are taking advantage of this growing freelance workforce, especially during times of economic uncertainty,” said Gali Arnon. , Chief Marketing Officer of Fiverr, in a statement. shared with The Drum.
In addition to the hero film, a range of other short videos and creative assets will be rolled out, which will be suitable for both performance and acquisition efforts. The campaign will be rolled out in local markets in the US, UK, Australia, Germany, Spain and France. To add to the fun, Fiverr is also sending a handful of cakes to Fiverr’s top freelancers – adorned with their faces – to thank them for their hard work.
The campaign adds to a growing trend that sees advertising budgets increasingly allocated to B2B efforts. In fact, B2B ad spend is now expected to top $30 billion by next year. Major B2B brands including LinkedIn, ClickUp, Salesforce, Commercetools, Squarespace, and Intuit Quickbooks have all launched big ad campaigns this year, many of which reflect flashy and fun B2C-style marketing tactics and even feature high-profile celebrities. plan.