Brand Campaign: Impossible Alone
Challenge
Atlassian had no external brand platform, which was tanking our unaided brand awareness metrics. Several of our product brands (Jira, Trello, Confluence) were far more popular.
We were tasked with creating a brand platform that could unify all of Atlassian's go-to-market messaging, introduce the company to non-technical audiences for the first time, and begin to shift awareness and perception metrics that had been flat for years, all while spending significantly less than competitors.
Strategy
“Impossible Alone” was built to be a long-term brand platform, the first iteration of which was our first-ever Atlassian-brand campaign. In partnership with Droga5, we launched a series of videos, OOH messaging, and sponsored moments. This campaign was launched with the manifesto video (shown above), which premiered at Team ‘23, Atlassian’s yearly flagship event.
Results
"The manifesto copy produced the strongest creative optimization results we have tested for any campaign." -Brand Research & Insights
+68% brand attribution (vs. 46% benchmark)
+840,702 entrances (+54% above goal)
+$1.74 CPEntrance (36% more efficient than goal)
+70% initial View-Through Rate
+C-Suite creative test confirmed it ‘unblocked enterprise investment.’
+Tripled Unaided Brand Awareness metric for the duration of the campaign
My Role
+Copyedited the above manifesto video
+Wrote OOH billboard lines
+Co-wrote Atlassian Brand Guidance for platform messaging
+Collaborated with external vendors
+Worked with our executive leadership team on approvals