“On TV & Video” is a column exploring alternatives and challenges in superior TV and video.
Folks received snug in the course of the pandemic working from house of their T-shirts and boxers, and lots of began freelancing, too, due to that flexibility.
Fiverr, a web site that matchmakes freelancers with firms seeking to meet instant, one-off enterprise wants like, say, designing inventive or writing an article, has been a giant beneficiary of the work-from-home development.
However now that distant work seems right here to remain, Fiverr realized it wanted new messaging to get giant companies to rent freelancers on a longer-term foundation, mentioned Matt Clunan, Fiverr’s world head of brand name and digital. And Fiverr determined TV is one of the simplest ways to department out.
Now that its focus is model consciousness, Fiverr is leaning closely into linear TV, hoping to broaden its attain faster so it may well attract new prospects, particularly larger companies.
The corporate’s most up-to-date TV marketing campaign, “Workforce Up,” incorporates a group of workers standing collectively in an workplace celebrating their freelancer colleague with cake over Zoom, regardless that they do not know who he’s. The purpose of the advert is that freelancers can nonetheless make a giant distinction for firms even when they’re not official members of the workforce.
Along with the US, the 60-second spot is operating on linear networks internationally and has been localized for markets in Spain, Germany, France, Australia and the UK.
Clunan spoke with AdExchanger.
AdExchanger: What’s Fiverr’s B2B advertising technique?
MATT CLUNAN: It’s about buyer acquisition, versus direct-response promoting, and the way a lot we’re keen to spend to accumulate prospects on the lookout for the companies the freelancers on our platform supply.
We’re attempting to carry on companies as Fiverr purchasers, which is why we’re pushing extra right into a B2B route and focusing extra closely on constructing model consciousness to draw new prospects.
It’s principally only a model advertising technique, and we expanded the media combine to incorporate TV.
TV is opening Fiverr as much as a wider viewers than we’ve been capable of attain earlier than. Our advertising was completely on-line or digital up till three years in the past.
What’s the most important problem of breaking into TV?
Utilizing a brand-building medium by way of a efficiency lens.
We’re attempting to construct model consciousness, however the finish purpose is buyer acquisition, so if viewership numbers are off, it finally doesn’t matter if we meet our enterprise targets. For Fiverr, the most important problem is constructing out inner measurement fashions that validate the information and the metrics we’re on the lookout for from TV, which is buyer acquisition.
What’s Fiverr’s purpose for its newest TV marketing campaign?
To current freelancing as a sensible possibility for larger companies.
The marketing campaign messages how giant companies are battling a recession and inflation, and portrays how freelance expertise may also help these companies develop and sort out tasks. This aligns with Fiverr’s purpose to contract with larger companies which have the budgets to commit extra spending to freelance work.
Why stray away from small enterprise?
We’re not. There are thousands and thousands of small companies that don’t find out about and have by no means used Fiverr, and we need to proceed attempting to develop our model consciousness amongst these small companies.
However we’re additionally ready to assist bigger companies seeking to rent a number of freelancers with varied talent units or work with freelancers on a longer-term foundation by contracting with internet builders or graphic designers.
How does the model messaging you employ differ for larger companies?
Fiverr’s attempting to attraction to bigger companies with out excluding smaller ones. On digital channels, that’s just a little simpler as a result of we are able to goal firms relying on roughly what number of workers they’ve.
However for offline media like TV, messaging to bigger companies means creating advertisements that spotlight particular wants or companies like, say, internet improvement or inventive design. In that sense, we generally is a bit extra focused.
Is Fiverr spending extra on linear or streaming?
Linear.
Fiverr’s seeing good success on linear and on streaming, however most of our spend is in linear. The market on the linear aspect remains to be considerably bigger than streaming. [Ed. note: Streaming viewership only just surpassed cable.]
However we’re nonetheless taking a really calculated method and staying selective with our buys from a model perspective.
We use Tatari for many of our media buys, since they particularly measure and analyze TV advertisements. There’s a small fraction of TV spend going into programmatic on the streaming aspect, however that’s nonetheless a fairly new space for Fiverr.
This interview has been edited and condensed.
