• by Larissa Faw , January 10, 2018

Fiverr and agency DCX Growth Accelerator (DCX) are refreshing the online freelance marketplace's "In Doers We Trust" message through a multimillion dollar campaign that tweaks its design aesthetic and expands its media buy.

This “The Year of Do" phase suggests how freelancers are able to accomplish more via the platform and services.

"One of the most interesting takeaways from the first iteration of the campaign was the interest that our audience shared with us about targeting a message directly to them," says Chris Lane, global head of digital and brand, Fiverr. Entrepreneur is often used as a buzzword, but we were "adamant" to not just use the word but show how Fiverr really understands their world, he says.

Starting this week ,the newly expanded out-of-home creative features still visuals of real Fiverr community members. Ads are being placed in metropolitan rail and mass transit lines, taxi tops and billboards, including San Francisco and New York City.

Experiential elements of “The Year of Do” include additional out-of-home executions and interactive experiences. There will be global partnerships similar to last year's “Game Changer” deal where Fiverr teamed with the New York Yankees and athlete Johnny Damon to find NYC-based entrepreneurs to promote their businesses in Yankee Stadium.

In addition, interviews with Fiverr freelancers and entrepreneurs will be showcased through digital channels.
Have a look here.

Also “The Year of Do” website  is designed to be the catch-all platform to easily enable people to start and run their own businesses.

DCX and Fiverr worked together to define a new visual identity (still black and white) with a new modern lightness. "From a technical side, we wanted to explore more visual layouts that can communicate Fiverr’s brand values. And at the same time, it was important for us not to get away from the simplicity, purity and elegance of this 2017 campaign," says Lane. "Once we came up with the idea of going from dark background to white background, everything fell into place."

The campaign is once again shot by well-known photographer Platon, but the platform aimed for genuine authenticity by using real members of the Fiverr community. "

We received thousands of responses from across the world, in addition to the U.S.," says Lane, adding his team ultimately selected 18 faces that were all flown to NYC to participate in the photo shoot.

In Doers We Trust, which launched last year, was Fiverr’s first brand campaign.