“On TV & Video” is a column exploring alternatives and challenges in superior TV and video.
Individuals bought snug through the pandemic working from residence of their T-shirts and boxers, and lots of began freelancing, too, due to that flexibility.
Fiverr, a website that matchmakes freelancers with corporations trying to meet speedy, one-off enterprise wants like, say, designing inventive or writing an article, has been an enormous 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 the easiest way 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 will possibly attract new clients, particularly greater companies.
The corporate’s most up-to-date TV marketing campaign, “Staff Up,” includes a group of staff standing collectively in an workplace celebrating their freelancer colleague with cake over Zoom, despite the fact that they do not know who he’s. The purpose of the advert is that freelancers can nonetheless make an enormous distinction for corporations even when they’re not official members of the crew.
Along with the US, the 60-second spot is working 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 prepared to spend to accumulate clients on the lookout for the providers the freelancers on our platform provide.
We’re attempting to convey on companies as Fiverr shoppers, which is why we’re pushing extra right into a B2B route and focusing extra closely on constructing model consciousness to draw new clients.
It’s mainly 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 solely on-line or digital up till three years in the past.
What’s the largest 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 in the end doesn’t matter if we meet our enterprise objectives. For Fiverr, the largest problem is constructing out inside measurement fashions that validate the info 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 choice for greater companies.
The marketing campaign messages how giant companies are fighting a recession and inflation, and portrays how freelance expertise might help these companies develop and sort out tasks. This aligns with Fiverr’s purpose to contract with greater 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 trying to rent a number of freelancers with varied ability 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 greater companies?
Fiverr’s attempting to enchantment to bigger companies with out excluding smaller ones. On digital channels, that’s a bit of simpler as a result of we are able to goal corporations relying on roughly what number of staff they’ve.
However for offline media like TV, messaging to bigger companies means creating advertisements that spotlight particular wants or providers like, say, internet growth or inventive design. In that sense, we is usually 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 facet 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 facet, however that’s nonetheless a reasonably new space for Fiverr.
This interview has been edited and condensed.
