Vol. 90 Jira: Shifting perception with humor 😆

Project management software, but make it funny 

The messaging for B2B software tends to lean a bit more cut-and-dry than some other industries like CPG. 

We’ve seen brands use different tactics to get away from this convention and make their brands feel a bit more digestible—influencers, celebrities, humor. Salesforce has been partnering with Matthew McConaughey for several years. Sandwich’s Slack video expertly weaved in humor to a testimonial video. And last year, Jira combined the power of humor + celebrity by partnering with Silicon Valley and The Office star Zach Woods. 

This week, Case Studied explores how Jira generated nearly 200% week-over-week growth among new business users.

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The Brief:

Jira has long been a go-to tool for software developers and technical teams. But its strong reputation with engineering-heavy workflows actually worked against it another way: the platform was less approachable to marketers, project managers, and other non-technical users. 

Atlassian (which owns Jira) wanted to reframe Jira as an essential platform for knowledge workers like project managers and marketers. But they took two unique approaches to do that. 

1. Jira placed minimal emphasis on specific product features or brand messaging. Instead, they leaned deep into humor, storytelling, and relatability. 

2. Rather than targeting audiences in work-adjacent environments, Jira put their content in places where audiences go to unwind, scroll, and escape from work.

The Execution:

Jira partnered with Noble People to bring this campaign to life. It centered on a short film called The Contract in which Woods plays himself. As a self-described aspiring rich person, he discusses his contract with Jira and a project he started on the platform called “F You Money.” 

It’s a high-level, non-technical view of the platform. Woods says, “This circle here shows my team’s overall progress as we coordinate my tech money ascendance.” The two-minute spot puts the absurdity, self-awareness, and relatability that Woods is known for, specifically within tech and workplace culture. 

There was a short and long-form version of the video plus behind-the-scenes outtakes. Distribution spanned TikTok, Instagram, YouTube, and LinkedIn through organic and paid social. The videos were supported by OOH placements in high-traffic urban areas but it also extended into even more unexpected places. Namely, a custom entertainment hub with United Airlines.

By meeting audiences in their leisure time and layering humor across channels, the campaign reframed Jira from a complex, engineering-specific tool to something as approachable as a sitcom gag (without sacrificing credibility). 

The Results:

Jira saw an immediate spike in sign ups when The Contract launched, sparking 194% growth week over week in new business users. The video racked up over 14 million views, and surpassed all of its benchmarks in views, shares, and engagement. It also earned media in several industry and trade outlets. 

The Contract campaign drove unaided awareness among key audience segments to its highest levels ever. Top-of-funnel engagement hit 132% above Jira’s goal, while audience engagement rates doubled industry benchmarks. Comments were also three times higher than average for Atlassian’s campaigns, suggesting the humor-driven approach sparked real conversation.

The Takeaways

1. Consider a consumer approach to B2B marketing.

Jira avoided typical B2B tactics like feature-heavy copy and instead borrowed from consumer marketing with The Contract. It was entertaining, creative, relatable, and humorous. The campaign treated business users like everyday media consumers and it paid off in sign-ups. 

Think about whether your campaigns could hold attention alongside consumer ads. If not, consider borrowing storytelling techniques and tones from CPG, entertainment, or retail to make your message more engaging. If you can make someone enjoy your brand in their downtime, you may build recognition that pays off when they’re ready to buy.

2. Pick talent that embodies your message.

Zach Woods wasn’t just a recognizable face. His roles in The Office and Silicon Valley made him an ideal fit for Jira’s workplace satire. His delivery matched the campaign’s dry humor, helping complex concepts feel lighter and more approachable. In their recap video, the brand said, “His unique brand of nerd-funny might actually make someone want to watch an ad for project management software.”

When choosing talent, focus on fit. Look for individuals whose work and persona naturally support your campaign’s tone and values. Authentic alignment makes the creative feel effortless and more likely to resonate with your audience.

3. Find your audience outside of work hours

Jira placed content on TikTok, Instagram, and YouTube to reach potential users when they were relaxed and open to humor. Showing up in these spaces made Jira feel like part of people’s everyday world instead of just a workplace tool. And that mix of entertainment-first creative and casual environments helped reduce intimidation around the product.

Identify where your audience spends time outside of work and adapt your creative for those contexts. Lighten the tone to match the platform and focus on connection over conversion. Meeting people in leisure spaces can humanize your brand and make engagement feel natural.

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