/Ai Art Contest on Fiverr
Searches for Fiverr’s AI services surge up to +10,000%
AI-related services saw explosive growth in 2023, with searches for 'AI content editing,' 'AI video editing,' and 'Prompt Engineering' rising by 10,490%, 3,000%, and 7,000% , underscoring the effectiveness of marketing efforts.
Overview
As the project owner and lead strategist, I launched a branded contest to position Fiverr at the forefront of AI-powered freelance services. With the rise of tools like ChatGPT and Midjourney, Fiverr saw a 1,400% increase in searches for AI-related services, signaling a growing demand from businesses seeking freelance expertise to complement AI’s capabilities. My objective was to capitalize on this interest, positioning Fiverr freelancers as the essential “human touch” that enhances AI’s potential.
The challenge
The challenge was twofold: first, to navigate the novelty of AI technology as it gained mainstream attention, and second, to highlight Fiverr’s unique value in connecting businesses with skilled freelancers who could bridge the gap between AI’s capabilities and real-world creative problem-solving.
Key contributions
Strategy Development
360 Channel Planning (Social, Email, PR, Landing Page)
External Vendor Management
Budget Management
Creative Process Stewardship
Cross-Functional Team Coordination
Measurement & Reporting
Approach
Data-Driven Insight Gathering: After observing the 1,400% surge in AI-related searches, I conducted in-depth research to understand AI’s emerging applications and limitations, and worked closely with product managers to identify the most in-demand AI services and use cases on Fiverr.
Campaign Ideation and Brief Development: Based on these insights, I proposed a branded contest that would challenge AI artists to respond to fictional business briefs, highlighting the creative possibilities freelancers could bring to AI-powered projects. I authored a detailed strategic brief that framed the campaign’s positioning and goals.
Creative Execution: I collaborated with the creative team to design a custom landing page for the contest and crafted social media and email assets to maximize engagement. The promotional assets underscored the message that AI, combined with skilled freelancers, could unlock innovative solutions.
Results
High Engagement and Brand Leadership: The contest attracted strong interest, positioning Fiverr as a leader in AI-driven freelance projects and reinforcing the platform’s relevance in the AI era.
Exponential Increase in AI Service Searches: Throughout the year, the campaign contributed to substantial spikes in searches for high-demand services like “AI content editing” (10,490%), “AI video editing” (3,000%), and “Prompt Engineering” (7,000%).