Platform Campaign: Atlassian Government Cloud
RAMP it up!
Challenge
Atlassian’s government-specific offering Atlassian Government Cloud finally achieved FedRAMP authorization but: our TAM didn’t know (literally 0% unaided awareness), our existing on-prem customers felt stuck, and our hyper-niche audience is flooded with many different claims from potential vendors that don’t hold weight.
Strategy
We developed the creative platform “RAMP IT UP”, a double-meaning wordplay referencing FedRAMP and the momentum of moving to the cloud. Our messaging device, “Ramp up ____” was modular by design in order to repeat our most important message: Atlassian Government Cloud is FedRAMP authorized all while filling in the blank with various tangible benefits.
Additionally, we hosted a skate park activation (get it, RAMP?) near the National Mall in DC to drive additional awareness in our target audience’s backyard.
Results
+Exceeded every measured benchmark, in most cases by 3-5x.
+0% to 32% aided awareness among target audience in two quarters
+$6.3M in marketing influence pipeline growth
+Extended campaign runtime 3x with increasing investment each quarter
My Role
+Pitched and created the platform
+Developed the headline system
+Wrote copy across digital, podcast, and OOH