The regional campaign generated opportunities beyond the obvious, presenting new use cases for the solution to HR, Marketing, Legal, and Finance teams.
CONTEXT
Atlassian's mission is to help teams reach their full potential through collaborative work.
However, many organizations still do not explore the incredible potential of the solution in areas such as HR, Marketing, Legal, and Finance, which limits the platform's growth opportunities.
CHALLENGE
Generate interest outside of traditional areas, encouraging Jira adoption within organizations by showing how the platform can support different business areas and generate value beyond IT teams.
SOLUTION
Every company has those people who go above and beyond and leave their mark. People who shine and become references, regardless of their area or position.
And nothing better than a solution like Jira to empower these heroes.
So, we created a campaign that showed how professionals from different areas can become protagonists and transform their routines and those of their colleagues with the support of Jira.
The message was simple:
With Jira, everyone can shine.
Inspired by the aesthetics of 90s pop stars, the campaign transformed professionals from different departments into true corporate superstars.
How do we show Jira beyond IT
We've separated real-world use cases to show how Jira can transform every area of the organization, solving tangible everyday problems.
RH
We show how Jira can support onboarding processes, activity tracking, and team collaboration.
Marketing
We present how the platform can bring more visibility to campaigns, demands, deadlines, and deliveries.
Legal
We demonstrate applications for contract management, approvals, and internal workflows.
Finance
We explore scenarios for organizing processes, requests, and tracking activities.
From awareness to demand generation
To broaden the initiative's reach, the strategy combined different formats and channels:
- Content segmented by business area.
- Employee participation sharing real experiences.
- Digital demand generation campaigns.
- Landing page and educational materials.
- Nutrition emails and webinars.
- Campaign adaptation for different Latin American markets.
Results
Approximately 700 new leads generated
The campaign generated 700 new leads and recorded the lowest CPLs of the year for the operation.
In addition to quantitative results, the initiative also contributed to:
- Expand Jira's perception beyond the technology department.
- Generate new business opportunities.
- Strengthen brand authority within the Atlassian ecosystem.
- Expand the platform's adoption across different areas of organizations.
More than generating demand, the project helped demonstrate how Jira can support teams across the entire company, reinforcing Atlassian's vision of connecting people, processes, and collaborative work.
At Sabiá, we help technology companies create campaigns that connect products, people, and growth opportunities.
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