Freelance workplace site Fiverr has kicked off a new campaign that highlights how businesses can tap into freelance talent as an extension of their workforce.
The Team Up campaign comes out of insights from Deloitte and MIT Sloane Business Management, that found that 74 percent of business leaders believe that effective management of “external workers” – including freelancers, contractors, etc. – is critical to an organization’s success. The survey also found that 93 percent of managers view some “external workers” as part of their organization’s workforce. Yet, only 30% of those survey said that their organization is sufficiently prepared to manage a workforce that will rely on more external contributors.
“This campaign is celebrating freelancers as an extension of the larger workforce,” said Gali Arnon, CMO at Fiverr. “We’re spotlighting how freelancers can be a valued part of your team by being reliable, adaptable, and passionate about their work. Fiverr has made upmarket moves in the lead-up to this campaign. This is another example of how we are focusing more on the B2B side of the company and highlighting our Fiverr Business product, which we launched in September 2020.”
The “Team Up” video spot focuses on employees in an office setting celebrating a farewell party for Marco, a remote Fiverr freelancer. The concept and creative, developed in-house by Fiverr’s creative team, highlights the relationships that can form with freelance talent.
“Team Up is part of our shift to focus more on business-to-business (B2B),” said Arnon. “As Fiverr moves upmarket, we are targeting larger companies in an effort to better educate them on the benefits that flexing their in-house talent with freelance talent can bring to their organizations.”
The campaign is running on linear TV, streaming TV, and online in the US, UK, Australia and Germany. Additionally, the ads will also run across social channels, including YouTube, Facebook. “As a global online marketplace, it naturally serves us to push the ads across online channels, but we have also been using TV as another avenue to target a wider audience over recent years,” said Arnon.
