“On television and videois a column exploring the opportunities and challenges of advanced television and video.
During the pandemic, people have gotten used to working from home in their t-shirts and boxers, and many have started freelancing as well because of this flexibility.
Fiverr, a site that connects freelancers with companies looking to meet immediate, one-time business needs such as designing creative or writing an article, has been a big beneficiary of the work-from-home trend.
But now that remote work looks like it’s here to stay, Fiverr realized it needed a new message to entice big companies to hire longer-term freelancers, said Global Brand Manager Matt Clunan. and digital at Fiverr. And Fiverr decided TV was the best way to branch out.
Now that its focus is brand awareness, Fiverr is leaning heavily on linear TV, hoping to expand its reach faster so it can attract new customers, especially large corporations.
The company’s latest television campaign, “Team Up,” features a group of employees gathered in an office celebrating their freelance colleague with a cake over Zoom, even though they have no idea who he is. The purpose of the announcement is that freelancers can still make a big difference to businesses, even if they are not official team members.
In addition to the United States, the 60-second spot airs on international linear networks and has been localized for markets in Spain, Germany, France, Australia and the United Kingdom.
Clunan spoke with AdExchanger.
AdExchange: What is Fiverr’s B2B marketing strategy?
MATT CLUNAN: It’s about client acquisition, as opposed to direct advertising, and how much we’re willing to spend to acquire clients looking for the services offered by freelancers on our platform.
We are trying to attract businesses as Fiverr customers, that’s why we focus more on a B2B route and focus more on building brand awareness to attract new customers.
It’s basically a simple brand marketing strategy, and we’ve expanded the media mix to include TV.
Television opens Fiverr to a wider audience than we have been able to reach before. Our marketing was exclusively online or digital until three years ago.
What is the biggest challenge of breaking into television?
Use branded build media through performance lens.
We try to build brand awareness, but the end goal is customer acquisition. Therefore, if the number of viewers is wrong, it does not matter if we achieve our business goals. For Fiverr, the biggest challenge is creating internal measurement models that validate the data and metrics we seek for TV, which is customer acquisition.
What is Fiverr’s goal for its latest TV campaign?
Present freelance as a realistic option for large companies.
The campaign shows how big companies are struggling with recession and inflation, and shows how freelance talent can help these companies grow and tackle projects. This aligns with Fiverr’s goal of contracting with bigger companies that have the budgets to spend more on freelance work.
Why move away from small business?
Were not. There are millions of small businesses that are unaware of and have never used Fiverr, and we want to continue trying to increase our brand awareness among these small businesses.
But we are also able to help larger companies looking to hire multiple freelancers with varying skill sets or work with longer term freelancers by contracting with web developers or graphic designers.
How does the brand message you use differ from larger companies?
Fiverr tries to appeal to large companies without excluding smaller ones. On digital channels, it’s a bit easier because we can target businesses based roughly on their number of employees.
But for offline media like TV, messaging big business means creating ads that highlight specific needs or services like, say, web development or creative design. In that sense, we can be a little more focused.
Does Fiverr spend more on linear or streaming?
Fiverr is doing well on linear and streaming, but most of our spending is on linear. The market on the linear side is still significantly larger than the streaming market. [Ed. note: Streaming viewership only just surpassed cable.]
But we still take a very calculated approach and remain selective with our purchases from a brand perspective.
We use Tatari for most of our media buying, as they specifically measure and analyze TV ads. There’s a small fraction of TV spend going to programming on the streaming side, but that’s still a fairly new area for Fiverr.
This interview has been edited and condensed.