Atlassian HipChat Bill Lumbergh Campaign
Challenge
Atlassian HipChat’s impossible problem Let down by the big name agency It’s November, they need a new big idea and new creative up by early February Small budget, big expectations for traffic and conversions Tried lots of rational messages – not working
Solution
Brass Ideas big idea Shift away from rational product messages to emotional messages about the buyer If you don’t use HipChat, you’re as clueless as Bill Lumbergh Brand passion point – loathing of endless meetings, email and outdated working methods
Results
• 100,000 clicks on less than $1MM in media • 12 Million YouTube shares in 90 days • 20X the average CTR on video • The entire program cost less than $3MM
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