Product Campaign: Don’t Panic, Pivot (Jira)
Challenge
The business needed Jira to expand beyond its technical core audience into the broader project management market. It was an incredibly popular tool among developers but for every other knowledge worker, they either: didn’t know it existed or thought it was only for developers. We needed to reach knowledge workers, software teams, and IT professionals with a message that made Jira feel accessible, empowering, and relevant to all teams.
Strategy
We developed “Don’t Panic, Pivot”, a mini-creative platform that served as a rallying cry for teams facing sudden change, anchored in the insight that every team hits moments of chaos, and the ones who thrive are the ones who can pivot together with agility. The hero video was designed to be modular enough to create 3 distinct cut-down videos for different personas: IT, Marketing, and Software. The messaging hierarchy extended from top-of-funnel to Performance Marketing/ Growth assets.
Results
+11.4M video views at $0.02 cost per completion
+Established a long-lasting brand voice for Jira
+Proved brand investment can work for Jira
+Unlocked millions of dollars in future brand investment
My Role
+Developed and named the creative idea “Don’t Panic, Pivot”
+Developed the brand voice for Jira
+Concepted the ‘Don’t Reinvent the Wheel’ video shown above
+Wrote performance copy across Youtube, GDN, and LinkedIn channels
