Fiverr, the online marketplace has launched a multi-million dollar integrated marketing campaign consisting of video, digital, out of home and experiential executions with DCX Growth Accelerator (DCX), its AOR.
The campaign, “In Doers We Trust”, articulates the ethos of Fiverr’s current bootstrapping entrepreneur members — heroizing them — with the goal of bringing more into the fold.
DIVERGE spoke to DCX’s Doug Cameron, Chief Creative Officer and Tommy Noonan, Executive Creative Director to find out more:
This is the first campaign for Fivrr- Why is that significant?
Probably because there’s one of the most insane EDM tracks of all time blasting throughout the spot… But really it’s significant because it reframes Fiverr’s brand. It shows how people are actually using it, to start or grow their business. It shows how simple it is to make your idea real. It confronts all the enemies of a great idea head on. It makes you realize how cheap ideas are until you actually make them. It’s stands for the DOER SPIRIT in every entrepreneur and gives them even more permission to keep on building!
Who is the team behind the ad?
The integrated marketing campaign “In Doers We Trust” is a collaboration between Fiverr and the company’s agency of record, Brooklyn-based DCX Growth Accelerator, which was named Fiverr’s agency in October 2016–see this release. Additionally, DCX hired world-renowned photographer Platon (known for his shots of Putin, President Barack Obama and others); Sandro, another award-winning photographer and Ryan Hope, a high-profile director and his production company The Directors Bureau.
Where did you get this concept?
The work is the culmination of a comprehensive brand strategy and creative development process that Fiverr began with DCX in the summer of 2016. “In Doers We Trust” articulates the ethos of Fiverr’s current bootstrapping entrepreneur members – heroizing them – with the goal of bringing more into the fold. “What became clear in our research is that Fiverr users take great pride in being entrepreneurs and identify powerfully with an ideology of lean entrepreneurship,” explains Doug Cameron, Founder and Chief Creative Officer of DCX Growth Accelerator. “If you are an entrepreneur, Fiverr is indispensable in that it allows you to compete with much larger businesses. You can use Fiverr to design your logo, build your website, create a video that explains your product, translate this into dozens of languages, and so on, and do this at ten times the speed that it would take a big, bureaucratic company to do it.”
The ad shows a lot of diversity- Why?
Lean entrepreneurship and the “do more with less” mentality is a global phenomena, and the brand anthem reflects the diversity of Fiverr’s global community of millions that extends into 190 countries. So much of what Fiverr is about is democratizing services for anyone out there; whether that’s the freelance graphic designer who’s looking to build his or her business or the scrappy entrepreneur aiming to start his or her own. Simply put, there is no demographic that owns lean entrepreneurship–it’s open and available to everyone.
Why did you choose to add humor in the ad?
It’s not that we chose humor. Humor chose us. We set down a path to tell a serious punk rock story of the entrepreneur lifestyle. But as we went down that road we realized how ridiculous the corporate culture, in which these entrepreneurs want to remove themselves from, actually is. There’s kumbaya white board moments in which everyone is right and nothing gets done. There’s trust funders that get to squander their daddies money with nothing solid to show for it. There’s someone always breathing down your neck to kill your idea, to find a reason to not move forward. We took an axe to all of that and it ended up being in the form of humor because it helped illustrate the points in the most memorable ways.
What kind of feedback have you received from it?
We’ve showed the campaign to several friends with start ups and they related to it. They related to all of the obstacles. But they also related to the ‘do first’ mentality. It’s cool when you get your idea out there and you’re not 100% sure how it will be received. But it’s out there. And that’s when you start optimizing it to make it better, to shape it, to find different audiences. When it’s physically out there people can respond to it. Otherwise it’s just stuck in your iphone idea notes forever.
What’s the next step for this advertising campaign?
There are some pretty high profile spectaculars that we are planning but they are in top secret stages right now. Look out for them in February. Besides those tricks up our sleeve, we are also planning a grass roots campaign and extensions to the TV spot.
Where will people see this ad?
Starting January 9, innovative, brand and product-focused creative campaigns launch on YouTube and Facebook, geo-targeting major entrepreneurial hubs across the United States. Out-of-home creative featuring visual stills of entrepreneurs and real Fiverr community members will begin appearing in key metropolitan rail and mass transit lines, including San Francisco in January, followed by New York City in February. Experiential elements of “In Doers We Trust” including additional out-of-home executions and interactive digital properties will also support the campaign.
How important is diversity to Fiverr as a company?
Diversity is extremely important to Fiverr as a company. Every entrepreneur comes from a different background and has a different story. It’s this diversity that makes Fiverr so rich. We could have a guy starting a flower shop looking to build a brand working with a logo artist, and at the same time have someone that runs a Fortune 500 company embarking on a side-business adventure that just bought $2 million in radio media that needs a voiceover. We love them all.
“In Doers We Trust” Brand Campaign Creative Credits:
Client:
Fiverr
MICHA KAUFMAN – CEO / FOUNDER
PEGGY DE LANGE – VP OF CORPORATE MARKETING
TOMER INBAR – GLOBAL HEAD OF CREATIVE
CHRIS LANE – GLOBAL HEAD OF DIGITAL
Agency:
DCX Growth Accelerator
Fiverr Print/OOH:
CCO: Doug Cameron
ECD’s: Tommy Noonan, Al Kelly
Designer: Christopher Lee
Photographer: Platon
Account Director – Sarah Haman
Digital shoot:
Photographer: Sandro
Fiverr TV:
CCO: Doug Cameron
ECD: Al Kelly
ECD: Tommy Noonan
Strategy Director: Laurent Bouaziz
Account Director: Sarah Haman
Producers: Matt Bonin/Peter Ostella
Director: Ryan Hope, The Directors Bureau
MD/EP: Lisa Margulis
EP: Sue Yeon Ahn
Line Producer: Caleb Omens
DP: Ryan Hope
Production Designer: JC Molina
Editor: Ryan Boucher, Whitehouse Post
Assistant Editor: Tyler Horton
Producer: Nick Crane
Executive Producr: Caitlin Grady
Colorist: Paul Harrison, Freefolk
Executive Producer: Celia Williams, Freefolk
Leo Nguyen – Graphic Design / Animation, Carbon
Chris Wiseman – Flame Artist, Carbon
Briana Brackett – Producer, Carbon
Music Supervisor: Patrick Oliver (Pretty Good Songs)
Senior Producer: Joey Reyes (Music & Strategy)
Composer: Julien Fourquez: (Music & Strategy)
Founding Partner/Managing Director: James Alvich (Music & Strategy)
Audio Mix – Heard City
Audio Mixer – Cory Melious
Sound Design and Audio Mixer – Mike Vitacco
Producer – Andi Lewis
Executive Producer – Sasha Awn
a52 Credits
Lead Flame Artist: Jesse Monsour
Flame Artist: Cameron Coombs
Flame Artist: Steve Wolff
Flame Artist: Michael Vaglienty
Rotoscope: Tiffany Germann
VFX Producer: Drew Rissman
Executive Producer: Patrick Nugent
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