NEW YORK, Jan. 9, 2017 /PRNewswire/ -- Online marketplace Fiverr and its global agency of record, DCX Growth Accelerator (DCX), today announce the launch of "In Doers We Trust," Fiverr's first-ever brand advertising campaign. The multi-million dollar integrated marketing campaign consists of video, digital, out of home and experiential executions.
The work is the culmination of a comprehensive brand strategy and creative development process that Fiverr began with DCX in the summer of 2016. "In Doers We Trust" articulates the ethos of Fiverr's current bootstrapping entrepreneur members -- heroizing them -- with the goal of bringing more into the fold. The campaign positions Fiverr to seize today's emerging zeitgeist of entrepreneurial flexibility, rapid experimentation, and doing more with less. It pushes against bureaucratic overthinking, analysis-paralysis, and excessive whiteboarding.
Visit the home of the movement, here: https://www.fiverr.com/in-doers-we-trust
"What became clear in our research is that Fiverr users take great pride in being entrepreneurs and identify powerfully with an ideology of lean entrepreneurship," explains Doug Cameron, Founder and Chief Creative Officer of DCX Growth Accelerator. "If you are an entrepreneur, Fiverr is indispensable in that it allows you to compete with much larger businesses. You can use Fiverr to design your logo, build your website, create a video that explains your product, translate this into dozens of languages, and so on, and do this at ten times the speed that it would take a big, bureaucratic company to do it."
Adds Peggy de Lange, Fiverr Vice President of Corporate Marketing, "'In Doers We Trust' communicates in a powerful, no-holds-barred way the values and approach our community members and so many others bring to the activity of entrepreneurship. It's an expression of our worldview, and we see it as a rallying cry for millions in our community while building awareness among the countless others that share the same outlook."
"Entrepreneurs tend to have an anti-establishment streak, and we wanted to really push this tonally in the creative," DCX Executive Creative Director Tommy Noonan explains. "The campaign's photographers, Platon and Sandro, really embraced this, as did Ryan Hope, our director, who is something of a punk rocker at heart himself."
Starting January 9, innovative, brand and product-focused creative campaigns launch on YouTube and Facebook, geo-targeting major entrepreneurial hubs across the United States. Out-of-home creative featuring still visuals of entrepreneurs and real Fiverr community members will begin appearing in key metropolitan rail and mass transit lines, including San Francisco in January, followed by New York City in February. Experiential elements of "In Doers We Trust" including additional out-of-home executions and interactive digital properties will also support the campaign.
Click here to view the Fiverr brand anthem on YouTube.
About DCX Growth Accelerator
Founded in 2015, Brooklyn-based agency DCX Growth Accelerator (DCX) grows brands and businesses by inserting them into the cultural dialogue. Founder Doug Cameron is the co-author of "Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands." Clients include The Coca-Cola Company, L'Oréal Group, Rémy-Cointreau, Fiverr, Meetup, TY KU Sake, and others. DCX devotes a portion of its profits to driving social change through situationist art stunts: Its #JessesPricedOut and airBnBodega.com campaigns to save Jesse's Deli, threatened by rent increase, earned DCX "Small Agency of the Year, Campaign of the Year, Pro Bono, Gold" at the 2016 Ad Age Small Agency Awards. More recently, Cameron and Executive Creative Director Tommy Noonan created the "Trump Hut," a luxury protest hut in the shape of Donald Trump's hair, which received national and international media attention. To learn more, visit: www.dcx.nyc.
Fiverr® is the world's largest marketplace for creative and digital services, including graphic design, copywriting, voiceovers, and music and film editing. Fiverr's mission is to democratize lean entrepreneurship by giving entrepreneurs, freelancers, small businesses and even enterprises the resources they need to get things done quickly, flexibly and fearlessly so that they can thrive in the new economy. Fiverr's global community of freelancers have delivered tens of millions of high-quality Gigs from over 100 service categories across 190 countries. We invite you to visit us at fiverr.com, and follow us on Facebook, Twitter and Instagram.
Sam Katzen for Fiverr
Lisa Sanders for DCX
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SOURCE DCX Growth Accelerator