Fiverr rolls out first Australian TV and BVOD campaign ‘It Starts Here’

Online marketplace for freelancers, Fiverr, has launched its first-ever national TV and BVOD campaign in Australia, which is an extension of its global ‘It Starts Here’ campaign.

The campaign sees Fiverr double down on its marketing spend in Australia, with the new campaign focussing on the challenges and triumphs of small businesses that use Fiverr.

The campaign is centred around a series of unique stories to highlight how small businesses can make the shift to online with the help of skilled freelancers.

The videos feature Australian Fiverr freelancers, in particular ‘voiceoveroliver’, who lent his voice to the videos.

Director of international expansion marketing Liron Smadja tells Mumbrella that Fiverr wanted the ads to give businesses a sense of optimism.

“The pandemic has no doubt altered the nature of work and employment. Businesses of all sizes continue to be impacted by the pandemic, and they will need to find ways to navigate recovery with fewer resources,” he said.

“We want these ads to provide them with a sense of action and optimism, and for them to turn to Fiverr for skilled freelance resources in every step they take.”

The ‘It Starts Here’ digital ads are set to appear on national BVOD platforms including 7plus, 9Now, 10Play, SBS On Demand and Foxtel Go.

Fiverr has also increased its spending on digital marketing, including Google360 sharing Fiverr spots on websites, apps and mobile sites, and including pay-per-click (PPC), Facebook, and YouTube.

Fiverr also added a third local agency – Bohemia, part of the M&C Saatchi Group – to its roster, alongside The PR Group and By All Means, to support the brand rollout.

The freelancer marketplace reported a strong third-quarter overnight, announcing a revenue rise of 87.8% globally.

The impact of COVID-19 was recognised by Fiverr founder and CEO Micha Kaufman.

“We continue to see sustainable trends in businesses upping their investments into digital transformation and their increasing willingness to adopt a remote and flexible workforce,” she said.

CFO Ofer Katz added in a conference call with analysts; “As Covid-19 fundamentally changed how businesses think about and invest in digital channels, we do expect to see these spend levels on our marketplace to sustain into the future.”


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