Creative Platform: End BSM Now
Challenge
IT leaders at enterprise and SMB companies were paying too much for bloated service tools from legacy vendors like ServiceNow, Cherwell and BMC Remedy. Atlassian wanted to use the tight economy and its High Velocity ITSM event to go after that market and win share. The business goal was to grow active JSM instances by 22–37% over a 21K baseline.
Strategy
We gave the problem a name: Bad Service Management. The campaign borrowed the look and tone of public service announcements and social movements, with bold graphics and provocative copy that asked IT teams to join the fight against organizational chaos. Two offers backed the message. SMB teams got 10 free agents for 12 months, and enterprises got 30% off Year 1 with a 3-year commitment. The campaign launched at High Velocity with landing pages, display ads, a hero video featuring Atlassian Co-Founder Scott Farquhar, and sales enablement. Paid social video followed. Each of the "Stories of BSM" spots dramatized one symptom, such as "Bloated Budgets" or "Delayed Timelines."
Results
-Reach: 8.5M landing page entrances, up 32% year over year
-Signups: 149K, up 10%
-Active instances: 22.5K, up 7%
-Enterprise: More than $9M in pipeline and 43 closed deals worth $6M, most replacing legacy competitors
-Brand: Consideration rose 9 points. Ad recall reached 43% for video and 51% for display.
-Efficiency: The Q2 paid campaigns delivered the lowest cost per signup of any JSM integrated campaign to date.
-Longevity: Originally planned as a time-limited incentive offer, this campaign platform exceeded expectations and was renewed for an additional two years.
My Role
-Developed and pitched campaign platform
-Hero video script oversight
-Wrote performance marketing scripts and ad units
-Concepted and wrote event activations