Annual Flagship campaign
award-winning campaign earns 21M+ impressions in its first month
Fiverr’s “Something from Nothing” campaign achieved 21 million impressions in its first month of airing, over 35 media features, and the prestigious 2022 MUSE Platinum Award, highlighting the campaign’s impact and effectiveness.
Overview
As the lead for Fiverr’s annual flagship brand campaign, I developed and executed a full-funnel, omni-channel initiative that defined that year’s creative platform. Built in collaboration with real Fiverr freelancers, this campaign positioned Fiverr as an essential partner in turning ideas into reality through freelance talent.
The Challenge
The challenge was to develop a campaign that not only drove brand awareness but also resonated deeply with emerging entrepreneurs. With “Something from Nothing,” our objective was to highlight Fiverr’s unique role in empowering people to realize ambitious projects, positioning the brand as an essential partner in the journey from idea to reality.
Key Contributions
Strategy Development
360 Channel Planning (TV, Paid Digital, Social, CRM, PR, Landing Page)
External Agency Management
Budget Management
Creative & Production Process Stewardship
Cross-Functional Team Coordination
Measurement & Reporting
Approach
Research and Insight Gathering: Fiverr conducted a survey revealing that 25% of U.S. adults had a business idea in the past 18 months, but nearly 60% hadn’t pursued it due to a lack of resources. These insights shaped the campaign’s focus on positioning Fiverr as the essential support for turning ideas into reality.
Agency Selection and Creative Oversight: I crafted the strategic brief and led the agency pitch process. After selecting the agency with the winning idea, I worked closely with their team to ensure the campaign’s vision was executed with consistency and impact. This involved overseeing messaging, visuals, and tone to deliver a cohesive story that aligned with our brand goals.
360 Media Strategy Execution: I crafted the campaign’s 360-degree rollout plan, collaborating with internal PR, media, and digital teams to launch assets across broadcast, social media, and digital platforms. This multi-channel approach maximized reach and ensured Fiverr’s message resonated widely with our target audience.
RESULTS
Award-Winning Creativity: “Something from Nothing” achieved the 2022 MUSE Creative Awards Platinum honor for its compelling storytelling and success in boosting brand awareness. The campaign’s theme of turning any business idea into reality struck a chord with audiences and underscored Fiverr’s unique value to entrepreneurs. Details of the award can be viewed here.
Extensive Media Coverage: The campaign was featured in over 35 media outlets, including AdAge, Adweek, Brand Innovators, and Muse by Clio, generating positive sentiment and broadening Fiverr’s brand reach.
High Impact and Audience Reach: On launch day, the campaign generated widespread visibility with 13.5 million impressions through a Reddit trending takeover. In its first month, it surpassed expectations with over 21 million impressions, highlighting strong audience engagement and message resonance across platforms.