Fiverr is an online marketplace that connects businesses with freelancers across the globe. In 2020, interest in freelance services (and remote work in general) surged as work-from-home life became the new normal. This uptick created the perfect opportunity for Fiverr to tell its story to the world, and do so on TV’s biggest stage—Super Bowl LV.
The team at Fiverr wanted to create a spot that was entertaining, humorous, and culturally relevant. But they knew they couldn’t just invest in one creative and call it a victory. They wanted to work with Tatari to craft a strategic, holistic 360° campaign focused on increasing brand awareness with their initial creative, and then serving interested consumers additional advertisements to move them down the purchase funnel.
To do this, Tatari leverages machine learning and predictive intelligence to secure the optimum timeslot for Fiverr’s initial creative. Next, a pixel was on Fiverr’s website which captured immediate and delayed website traffic. These visitors were then retargeted across linear and streaming TV with additional Fiverr ads, with the goal of converting these interested individuals into Fiverr account holders.
When it was all said and done, acquisition costs related to Fiverr’s Super Bowl campaign were 75% lower than their traditional TV campaigns. They also witness a massive spike in web traffic immediately after their ad aired, and while this traffic inherently decreased, it has since normalized at a level significantly higher than their pre-Super Bowl benchmark. We’re giving this campaign the MVP!