oDesk was one of the first major marketplaces for gig work.
Challenge
Create brand awareness at a time when the company’s direct competitor, Elance, was the perceived market leader and media darling.
Results
SIGNIFICANT MEDIA COVERAGE
Hundreds of media placements including feature stories that drew hundreds of thousands of professionals and small businesses on oDesk’s platform. In addition to business, mainstream and technology media outlets, we secured media placements in local and regional outlets, many of which are well syndicated.
HIJACKED THE NEWS
Wedged compelling proactive and reactive commentary into relevant news stories in major media outlets until oDesk became a regular part of the gig economy and future of work conversations – alongside Elance.
BROKE AWAY FROM THE COMPETITION
We built a strong messaging framework that differentiated oDesk from other players in the space, developed inspiring case studies and created the country’s first monthly freelance jobs report.
WINNING HEADLINE
Wall Street Journal article by Sue Shellenbarger, “Freelancer slackers, beware: Big Brother is watching,” boosted awareness and interest in what oDesk was doing.