01
Overview
For some time, the leading freelancing platforms (Elance, oDesk, Freelancer.com) competed on who had the most freelancers and clients on the platform. Upwork (the output of the merger between oDesk and Elance) was claiming to be an “Earth-sized talent pool”.
We interviewed over 30 high-spending customers to discover none of them really cared about hiring from the platform with the most freelancers. They really cared about finding the perfect one. The one that will feel like an extension of themselves. The one that will help them simply get more done.
We zeroed in on productivity and the tagline “Get more done with freelancers”. This resulted in an overarching theme for the brand and impacted creative, paid acquisition, content marketing, enterprise marketing, and even product initiatives.
02
Scope
- In-depth customer interviews to draw key customer insights
- Customer persona development
- Messaging framework highlighting brand values and supporting messages
- Video production campaign capturing stories from 6 different countries
- Alignment across marketing channels on messaging and creative
