Freelance marketplace Fiverr has adapted its advertising over the last six weeks by delaying an out-of-home campaign, tweaking the tone of its podcast ads and pivoting an in-person commercial shoot to be done remotely instead. The company has also worked to shift its messaging overall, focusing on ways it can be helpful rather than pushing anything sales-oriented.
“Like many others, we had to change our plans,” said Duncan Bird, vp of brand for Fiverr, adding that while the company is “making adjustments across the board” it is “continuing to invest at the levels we had planned.” Fiverr spent $7.2 million on media placements in 2019, down from 2018’s spend of $13.6 million, per Kantar, which doesn’t track social media spending.
The company is currently mulling whether or not to increase its investment in influencers as the engagement with that content — Fiverr works with influencers like YouTubers Peter McKinnon and Daniel Schiffer — has increased in recent weeks. That said, the company is looking to keep its advertising frequency close to business as usual as “we don’t want to spam people,” said Bird.
Fiverr is one of a number of marketers looking to balance how much to advertise during the current moment. As the coronavirus began to impact the U.S. in March, a number of major marketers initially pressed pause on campaigns. In early April, Digiday Research found that 73% of ad buyers surveyed said their clients had pressed paused. Now, however, many of those same marketers are now looking to figure out what to say and where to say it. By moving away from billboards and using podcasts as well as digital platforms, Fiverr is able to get consumer attention where they are spending their time now.