Advertising Campaign for Freelancing Platform
Please find under a summary covering project details and feedback. The innate facts are kept as they are, private information is amended.
A fast induction on the buyer’s organisation
I’m the SVP of marketing for Upwork, the globe',s largest freelancing website. We connect with freelancers so they can get more done.
What challenge were you trying to address with Duncan Channon?
We were looking to lift our profile among hiring managers athwart the U.S. and in true specific markets for an initial pilot. We wanted to hire an agency to form an advertising campaign to increase awareness.
What particular tasks were Duncan Channon responsible for?
Together we went through a strategy overview of the brand and business. Then they came up with concepts that they reflection would help us increase awareness as well as a media program that conformed to our budget. Once we signed off, it went into origination and the campaign is currently out in the target markets. While Duncan Channon provides a full suite of media and creative services, we chose to assemble this campaign on transmitted or offline channels (e.g., radio, out-of-home, and experiential). We have a digital nearness as well but that isn',t the centre of the campaign.
Was there a dedicated team?
We have a dedicated account team. There are multiple teams that work with us: creative, media, strategy. Most of the strategy work was done during the initial phase and now there’s not much interaction other than checking in on the progress of the campaign.
How did you come to work with Duncan Channon?
We did a relatively transmitted agency review where we came up with a shortlist, did some phone interviews, and then brought a subset of that cluster in to the service to meet with us. The criteria were specific to Upwork but at the highest level we wanted to make sure that they had experience with B2B advertising, understood marketplaces, produced breakthrough-level creative, and were household with emerging brands. It was also significant that the vibe between the teams felt like we were going to be friends and would push each other to do big work.
What is the terminal result of working with Duncan Channon?
We began working unitedly last July and they',re our agency of archives.
Are there any measureable or plum results?
The campaign just launched but we',re pleased with the initial results. In provisions of market conduct, we ran a pre-campaign scan and will run a post-campaign scan. We liked the concepts they presented and how they stretched creatively to come up with a breakthrough idea. Although we',re only mid-campaign, so far the results bear that out.
How did Duncan Channon accomplish from a project treatment standpoint?
We',re very lucky with the account team. They',re very organized and always clear on what to anticipate and what',s needed from Upwork to hit our deadlines. It',s been a big experience so far.
What is (from your point of view) the key factor to pay observation while intercourse with Duncan Channon?
Duncan Channon brings a desire to apprehend our business and to grow with us as an emerging brand. We esteem that they took some risks on the brand. For me the key deliverable for any agency is the creative work and whether it delivers on the briefs and the insights. We',re very pleased with the creative that they',ve delivered and are lucky with all other elements of the relationship.
What aspects of their work would you like to get improved?
No I don',t ponder so. We',re just getting to know each other and in any new relationship, you',re quiet apprehending what works between you. So far it',s been big and they',ve made it veritably easy and been very pliant with our quirks as well.