How Fiverr has its eye on the local market for digital services

The COVID-19 pandemic has forced many organisations to move on their digital transformation and Fiverr has its eye on this burgeoning market for digital services in Australia

Fiverr is doubling down on its marketing spend in Australia with the rollout of its first ever national TV and BVOD campaign in Australia.

The local launch is an extension of Fiverr’s global ‘It Starts Here’ brand campaign announced in September, which provided a glimpse of the challenges and triumphs of small businesses, while showcasing the impact Fiverr has created in local communities.  

Fiverr CMO, Gali Arnon, explained that it had received positive signals in Australia prior to launching this campaign and the platform wanted to further its momentum and show how businesses can use Fiverr for their digital needs.

COVID-19 has impacted the way businesses operate and we wanted to position the company as an essential resource for them to turn to for digital solutions,” Arnon told CMO.

The Fiverr ads tell unique stories to highlight how small businesses can make the shift to online with the help of skilled freelancers. They are also designed to give some hope to provide a sense of optimism during these difficult times. These ads were voiced by Australian Fiverr freelancer,  ‘voiceoveroliver’.

Launched this month, the ads will appear on national BVOD platforms including 7plus, 9Now, 10Play, SBS On Demand and Foxtel Go. This will be supported by an increased spend on digital marketing, including Google360 sharing Fiverr spots on websites, apps and mobile sites, and including pay-per-click (PPC), Facebook and YouTube ads.

Since the pandemic has forced many Australians into lockdown, Arnon said understand that content and media consumption has increased and the right medium was TV and BVOD for the ad campaign. "And coupled with the focus on increasing our presence and awareness in the market, made now an ideal time to begin exploring TV in Australia,” she said.  

“We see TV as a channel with huge potential to grow both our brand and business in new and existing markets, including Australia. Additionally, TV measurement and attribution has improved significantly in the last few years, providing us with the ability to analyze and optimize in a similar fashion to the digital channels we are more familiar with,” she continued.  

Arnon said every business in the campaign is sharing their stories and shows how each of them, in one way or another, has had to adapt. “As a company, we’ve heavily focused on how businesses need to shift online and we wanted this campaign to reflect that narrative,” she said.

Eyeing off the local market

Fiverr plans to continue to invest in the Australia market and it looking to tap into the existing community for case studies and develop its strategic partnerships to highlight all its services and our purpose. It is also focused on Fiverr Business which was launched in September.

“While the majority of the marketing activities currently focus on brand and awareness, we are building dedicated performance marketing infrastructure that is optimised for larger business buyers," Arnon said.  

Like all businesses, COVID-19 has also impacted Fiverr; in particular, it has seen a rise in freelancers selling their skills and people buying these skills. “More businesses are recognising the value of hiring freelancers as a solution to filling the skills gap they may have in their immediate teams," Arnon continued.

"Fiverr’s latest Small Business Needs Index revealed Australian business owners are spending big on digital freelancers to help them make the shift online, with YouTube videos, Instagram posts and Squarespace websites the services being the most in-demand."

The pandemic has also forced many organisations to move on their digital transformation work, which has seen all an uptick in demand for most digital services. “We continue to see categories related to ecommerce, content creation and digital marketing benefit from the increasing business demand for digital transformation," Arnon said.

In particular, social media marketing, Photoshop editing and architecture and interior design continue to grow. Logo design, voice over, illustration and ecommerce development are some of the largest categories that grew faster than the average marketplace, she said.

As part of its ongoing plans, Fiverr is focused on its key strategic initiatives of continuing to attract bigger buyers as part of its international expansion. As part of launching Fiverr Business, it introduced a brand new onboarding flow and started to make top-of-the-funnel marketing investments in both awareness and acquisition, which continues to be a focus for the platform in Australia in 2021.

“This year we rolled out the site in six languages, incorporating local payment options and supporting each market with highly targeted and specific marketing activities that align with the global campaigns,” said Arnon.  

 “In the last few months, we also launched over 30 new categories and added depth in popular areas such as e-learning production, development for streamers, virtual assistant and sound design.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.


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