Lowering acquisitions costs by retargeting TV’s biggest buy.
Fiverr leveraged Tatari’s data-driven media buying and measurement capabilities to launch its first-ever Super Bowl campaign. The ad, which aired in the 3rd quarter of the big game, generated a significant uptick in website traffic and search volume immediately after airing. In an effort to maintain the increased level of awareness and engagement, Fiverr and Tatari worked together to retarget those who visited their site with additional Fiverr creatives. This strategy ultimately reduced acquisition costs by 75% compared to Fiverr’s standard TV benchmarks.
CUSTOMER ACQUISITION COSTS
Improve the overall awareness of Fiverr and the freelance community as a whole; specifically during a time (2020) where remote work became the new normal.
Drive website traffic and elevate consideration of Fiverr on TV’s biggest stage with a creative that was big, bold, and culturally relevant.
Retarget website visitors on streaming TV; serving them additional Fiverr ads in order to move them down the purchase funnel and generate new sign-ups.
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!
Talk to our team to learn how to work TV into your 2022 media plan.