“Hey, Elon Musk! Need a personal assistant? You seem pretty busy.” This is how Upwork’s 2018 ‘Hello World’ marketing campaign started – unabashedly bold and cleverly cheeky. At the outset, the campaign’s premise may appear like an over-the-top attempt at brand awareness, but the idea was quite simple. Upwork wanted to hyper-target prospective customers by leveraging pop culture’s nuances and iconic […]
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