Fiverr, a contract online marketplace, introduced Garry, a synthetic intelligence-generated brand character, on Monday, Aug. 18. A video depicting Garry in numerous scenarios showcases Fiverr’s ability to quickly generate video marketing content with AI and freelancer prompts so marketers can reference viral moments while they’re still relevant. The branded video content comes because the platform increases its AI push after the launch of its Fiverr Go AI service in February.
The video depicts Garry, a bespectacled middle-aged man, experiencing quite a lot of injustices after insulting a cup of coffee while contemplating his generative AI existence. In one scene he’s trapped in a pool of cement. In one other, the room where he’s receiving acupuncture catches fire.
The video, which runs for a minute and 20 seconds, is meant to showcase how marketers can reply to buzzy cultural moments. It was created over the course of a weekend using prompts from Fiverr freelancers, in keeping with the platform.
The effort arrives as marketers proceed to embrace AI, with greater than half of ad buyers using the tech for video creation, in keeping with recent IAB research. Pairing the tech with Fiverr’s freelancers for creative ideation may very well be a way for the platform to distinguish itself as brands proceed to rely heavily on popular cultural moments to attempt to breakthrough and construct awareness with consumers.
The stunt takes specific aim on the agency process and is meant to show how freelancers are in a position to use Fiverr’s AI tools to deliver agency-quality content at a fraction of the associated fee and time. The push is exclusive to social media and includes no traditional media buy.
In one scene within the video, Garry falls off a tower of cans while wearing high heels, a reference to the Nicki Minaj heel challenge, which began gaining social media traction at the top of July. In one other scene, Garry is hit in the pinnacle with a blurred-out item while attending a live sports game. This may very well be a reference to sex toys being thrown onto court during WNBA games, a trend which began in the previous few days of July and has continued into August, leading to several arrests. One notable incident occurred on Aug. 11, where a toy struck a 12-year-old girl in the pinnacle.
Fiverr saw a Q2 revenue of $108.65 million, a 14.77% year-over-year increase. During an earnings call, executives claimed Fiverr Go continues to drive seller engagement and helped drive incremental increases in Seller Plus subscriptions in the course of the quarter. Service revenue is projected to account for roughly 30% of the brand’s total 2025 revenue.
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