Online freelance marketplace Fiverr is introducing a new brand campaign that refreshes the company's visual identity. The creative, developed with Mekanism, showcases real interactions with active Fiverr community members.
“Fiverr’s mission is to change how the world works together,” says Gali Arnon, chief marketing officer, Fiverr. "That is why our new campaign focuses on the authentic connections established on our platform. Just as they’re advocating for us and helping us further our mission, it is our goal to always support and celebrate them.”
Imagery shows dual sides of the transaction with the business-person stating his or her challenge next to the Fiverr freelancer who provides the solution. The creative is designed to speak to both sides of the relationship, explains David Horowitz, executive creative director, Mekanism, “A service is purchased on Fiverr every few seconds. This idea of seamless connection became the creative inspiration for all the work."
The multi-million dollar campaign includes a 60-second anthem, shorter social spots, and OOH, which initially launches in NYC and Chicago.
This messaging serves as an evolution for Fiverr as it has shifted from speaking not just to entrepreneurs and small business owners but anyone with decision-making power.
Additional digital executions will appear across social media including Facebook, Instagram and YouTube, while experiential activations including interactive events and global partnerships will support the campaign throughout the year.