Fiverr CMO on its first Super Bowl spot: ‘we’re aspiring to be one of the biggest brands’

The Drum 12 Jan 2021 12:00
Fiverr CMO Gali Arnon, 'this is a big opportunity to show the world who we are.'

The leading online marketplace for freelancers, Fiverr, is set to launch its first Super Bowl spot amid a moment of massive growth. CMO Gali Arnon discusses why TV is so vital for the brand as it looks to boost awareness among business of all sizes.

Fiverr has spent a decade successfully connecting freelancers offering digital services with small and medium-sized businesses. With the gig economy thriving amid a persistent pandemic, Fiverr is now looking build greater awareness among businesses with the debut of its first Super Bowl ad. The spot will be followed by a continued focus linear and connected TV throughout the remainder of the year.

“Fiverr has been at the forefront of the future of work and digital transformation,” says Fiverr CMO Gail Arnon.“ What happened with the pandemic is everything we’ve been preaching for the last 10 years accelerated tremendously…people working remotely, working flexible hours, flexible locations...After seeing this transformation, this shift, it felt like the right time for us to tell the Fiverr story to a larger audience and that’s what we’re trying to do by joining the Super Bowl this year.”

Unlike other business-to-business brands that often target specific categories and decision makers, “our target audience can be so wide,” says Arnon. “We obviously want to be, and are aspiring to be, one of the biggest brands out there so the Super Bowl is the stage for us.”

Fiverr tests and learns it likes TV

Prior to the pandemic, large out-of-home campaigns in the US, UK, Germany, Australia and other countries played a big role in Fiverr’s efforts. While digital and influencer marketing has always been a big part of its mix, Fiverr also began testing TV in the US during the summer to see if it could help fill the void left by the evaporation of outdoor advertising. “We found TV worked very well. We are very data-driven. We were able to measure everything and see great signals.”

The campaign centers around the success of three actual customers that leveraged Fiverr’s freelancers to transform their businesses specifically, hydroponic farm Greener Roots, antique furniture store Patina & Co., and pizzeria Slim & Husky’s—which is also a community center.

Dialing up the value of its community among businesses and freelancers will continue to be the focus of Fiverr's marketing message. In the 12 months ended Sept. 30, 2020, more than 3 million of its customers worked with digital freelancers among 500 categories across more than 160 countries, per the company. “The community is at the center of everything we do,” says Arnon.

Still, small businesses will continue to serve as the brand’s sweet spot. “We’ve celebrated, and tried to empower, small businesses,” says Arnon. “Over the past year, we have seen amazing stories and testimonials of people who were able to adjust and change and shift, really quickly. These were the stories of businesses that were actually able to flourish through this rough time.”

Based on her exposure to so many businesses in flux, what is Arnon’s guidance for business owners? “My main advice for them would be to understand that you really need to adjust quickly and adapt to the new reality.”

Continue reading original article...


FiverrSuper BowlGali ArnonArnonGail Arnon
You may also like