Advancing the Economic Argument for Innovation in Business
Upwork struggled to make a big splash in the freelancing industry. That was until digital agency Alto cooked up a killer idea: a catchy ad featuring a zombified CEO singing about the death of the old ways of work. Introducing "This Is How We Work Now", an ad shaking up the game and nailing home the message.
The ad's release in September 2022 had a lasting impact. Within six months, Upwork had skyrocketed in awareness. More than 30% of people became aware of the platform without any prompting, and that number surged beyond 140% among large businesses.
Wondering how Alto achieved such success? Let's dive into the campaign's evaluation:
- The campaign aimed to boost Upwork's brand recognition and industry awareness, drive engagement, and sway potential clients.
- Campaign metrics measured unaided awareness, industry recognition, and engagement using tools like surveys, social media analysis, and search data.
- Timeline analysis tracked changes in these measures over the six months post-launch, showing consistent growth and spikes in awareness.
- Comparing metrics between regions with heavy promotion and light promotion highlighted the ad's proven effectiveness.
- Positive feedback and sentiment analysis ensured the public was on board, raving about the creative idea and killer tune.
Whether you're in the industry or just hearing about Upwork for the first time, it's clear that Alto's zombiefied CEO ad hit the nail on the head—and it's not going anywhere anytime soon.
In the realm of finance and business, Alto's captivating ad, featuring a zombified CEO, significantly elevated Upwork's industry awareness and engagement, leading to a surge in awareness among both the general audience and large businesses. This groundbreaking campaign not only boosted Upwork's brand recognition but also ensured a lasting impact on the freelancing industry.
