CASE STUDY · AI INITIATIVES · FIVERR
The Power of Humanity
AI as a talent enhancer
A coordinated program to grow Fiverr’s AI categories, starring real freelancers who were already using AI in their work.
COMPANY
Fiverr
YEAR
2023
ROLE
Project Lead, 360 Planning
DELIVERABLES
The brief
As tools like ChatGPT and Midjourney took off, searches for AI services on Fiverr surged 1,400%.
Awareness was high but understanding was limited, and Fiverr needed to show how to turn AI’s promise into practical results.
01 · Contest
Led an AI art contest where freelancers put their skills to the test and showed businesses what’s possible.
02 · Courses
Partnered with CreativeLive on co-branded online courses to help freelancers build practical AI skills.
03 · 360 campaign
Planned and developed a 360 campaign across TV, YouTube pre-roll, OOH, PR, social, and CRM that established Fiverr’s view on AI.
360 CAMPAIGN
"Power Of Humanity" campaign
The campaign positioned AI as a tool that elevates human work. Real Fiverr freelancers brought that to life, with 174 billboards taking over New York City.
Results
24,000+
new freelancers attracted to AI categories
220%
surge in client orders for AI services