When keeping your message short, sharp and witty just works
They created a series of short punchy videos each aimed at a different organisation or celebrity, advertising all the different types of freelancers they work with. For example, in the “Hey Mr. President” video, they remind Donald Trump that they have Social Media Strategists who could help him run his Twitter. They target everyone from NASA to Dwayne “The Rock” Johnson.
People love humour. B2C brands have absolutely nailed this with cheeky, controversial, but hilarious marketing campaign ideas. B2B brands, on the other hand, might toe the line occasionally, but tend to play it much safer.
The fact that Upwork are willing to push the boundaries of B2B marketing makes them stand out in all the right ways. Also, because the videos are targeted at celebrities or high-profile organisations, it’s going to be watched and clicked on.
Their use of namedropping and calling out people more famous than them is a great way to use other people’s fame to increase their own. You’re not going to get anywhere playing it safe, and this campaign of Upwork’s is anything but.
