bronze
Swift
Upwork is a global freelance marketplace that’s challenging the norms of work. Their promise is to do away with the “old ways of working”—in office mandates, commutes, strict 9 to 5 jobs. Our research revealed that there was a thriving conversation around work on TikTok. The subgenre is known as #WorkTok, and all of it looked the same, people TikToking from their desks offering hot takes or mini work motivations. We took the visual conventions of #WorkTok and turned them on their head, using handmade, practical effects like cardboard titles and backdrops to play with people’s expectations. All exuded fun, human ingenuity, and a memorable style that stood out on TikTok and had never been done before.
Our objective was to create an ownable TikTok presence that would make Upwork stand out against other competitors like Fiver, Indeed, and LinkedIn.
We had fun, but so did folks on TikTok. 20% of Upwork’s new follower growth on TikTok came from our content. Compared to Upwork’s benchmarks our content was up 417% for views, 281% for engagements, and 225% for impressions.
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