Fiverr: The Power of Humanity
Fiverr
Fiverr developed a campaign to showcase that AI is not something to fear, but instead embraced and used to elevate work to the next level.
How They Made It
Describe the brief or inspiration behind your project/campaign? What was your team tasked with?
As the world of work quickly evolves with the rise of AI technology, Fiverr’s Power of Humanity campaign recognizes and celebrates the essential role humans (still) play. The new hero ad and OOH placements, featuring Fiverr AI freelancers, convey the message that while AI is a powerful tool, it still requires a human touch to make truly inspired work.
With the goal of taking a more optimistic approach to AI and highlighting its potential, Fiverr developed the creative to showcase that AI is not something to fear, but instead embraced and used to elevate work to the next level. This is also supported by recent research.
How has B2B Marketing evolved this year?
B2B marketing is becoming even more omni-channel. Instead of campaigns being on distinct singular platforms, you’re seeing campaigns like Power of Humanity have both a digital and OOH presence. Likewise, our most recent campaign with Martha Stewart is featured on our website, on social media, and in paid media opportunities as well as earned opportunities. As audiences continue expanding where they are seeing content, marketers need to meet them in all of the places where they are. However, it’s also important for campaigns to have different variations of content so that audiences aren’t seeing the same redundant information or images everywhere. Through the Power of Humanity campaign, audiences saw different freelancers in every image and with Martha Stewart, audiences are seeing different videos and messaging on each platform.
Did you utilize LinkedIn in executing this project? What role does LinkedIn play in your greater B2B marketing strategy?
LinkedIn supported our B2B strategy through amplifying the Power of Humanity campaign, allowing for Fiverr to engage with a global professional audience looking to adapt to the future of work and integrate AI into their respective operations.
How did you ensure that your project remained true to the idea and on brand all the way from brief to launch?
When rolling out the Power of Humanity campaign, it was imperative for us to maintain a fine balance between showcasing the game-changing aspect of AI while also emphasizing the irreplaceable need for the human touch. Throughout the project, we stayed true to our defined vision – of celebrating human talent and creativity while also recognizing the outsized impact of AI across industries today. With this ethos in mind, we made sure to constantly revisit and review all creative executions – from our OOH ads to our social content – to ensure that they were all aligned with this core theme and that it stayed on-brand.