Product Campaign: It Starts with Jira
Challenge
After 23 years as the go-to tool for software teams, Jira needed to reposition as the project management tool for all teams — marketers, project managers, and knowledge workers, not just developers. We needed to break through in a crowded category, against higher-spending competitors, and reintroduce Jira to entirely new audiences — without the luxury of outspending anyone.
Strategy
LOREM
Results
+Campaign recognized as an Ad Age Top 5 B2B Campaign (2024)
+Won Constellation Research's "Best New Enterprise Ad Campaign,"
+Awarded ADWEEK's 2025 Media Plan of the Year ($1M–$5M category)
My Role
LOREM