Our Work
Social Media
Reaching Freelance Talent for Upwork at Scale
A creator-led social program that spoke like a freelancer, not a platform.
- Client
- Upwork
- Region
- India · Global
- Year
- 2023
- Industry
- Marketplace
Overview
We ran a creator-led social program for Upwork that spoke to freelancers on their terms, and it moved sign-ups.
Related services: Social Media Management · Influencer Marketing · Social Media Marketing
- Watch time
- 1.2M hrs
- Sign-ups from social
- +87%
- Creators activated
- 38
The challenge
A platform trying to speak like a person
Upwork's brand social was polished but distant. Freelancers scrolled past it — creator content in the same niche was outperforming it 10:1.
Our approach
Fewer campaigns, more creators
We activated 38 freelance creators across niches, briefed them lightly, and let them build a stream of native-feeling content.
The outcome
A social channel freelancers actually watch
1.2M hours of watch time in six months, and social-sourced sign-ups grew 87% year on year.