The Story:
Fiverr is an online marketplace, providing a platform for customers to obtain services from freelancers worldwide. Although being well-established and active in the UK market for a number of years, Fiverr were looking to broaden their user base by educating and engaging new audiences.
The objectives of this campaign were to; reduce CPA, raise awareness with new audiences, re-present the product to already existing customers and to drive new business, especially within London- the business centre of the UK.
The Strategy:
To achieve the objectives, MAG ran the campaign across TV. It ran across a broad reaching linear channel mix, with VOD to engage hard-to-reach groups and add incremental cover.
MAG optimised the campaign throughout it’s duration, and changes were carefully made in-line with what was performing well. Many factors were considered to establish precisely what was working; including copy content, length, and genre. It then became apparent that the Work From Home audience was delivering exceptional results and a decision was made mid-campaign to heavily skew the distribution to daytime TV to capitalise on this.
The Results:
MAG understood that Fiverr’s first experience with UK TV needed to be a positive one, and that a challenging brief in an unpredictable market required an unconventional approach.
The campaign’s outstanding results are a testament to a solid strategy and MAG’s pro-active commitment to success, and we continue to work them on a number of above the line formats.
immediate website visits relating directly back to the TV creative.
reduction in CPA.
