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 any of our competitors.
Strategy
“It starts with Jira“ showcases how all great things start with Jira. The copy construct “____ starts with Jira” was designed to be flexible enough to apply to big, small, technical, and nontechnical tasks, reaching the wide range of audiences this campaign was meant to address. Primary goals were to increase unaided awareness of Jira among TAM and increase consideration of Jira among technical teams. This campaign was across digital, streaming, and OOH.
Results
The campaign was a success across all measured criteria and benchmarks; OOH, in particular, was arguably the most successful part of the campaign.
+16pts aided awareness (7.5x benchmark)
+10pts consideration (~4x benchmark)
+28pts ad recall
+22% YoY growth in business team signups
+Recognized as an Ad Age Top 5 B2B Campaign (2024)
+Won Constellation Research's "Best New Enterprise Ad Campaign,"
+Won ADWEEK's 2025 Media Plan of the Year ($1M–$5M category)
My Role
-Co-developed the messaging strategy and construct
-Wrote all variations of brand-level and performance-based ad copy
-Applied learnings from first iteration to second to amplify performance