Atlassian Case Study
Blockchain-Ads connected Atlassian with AI-interested teams and productivity professionals through targeted AI and SaaS segments. The campaign prioritized organizations seeking AI-powered automation, intelligent content generation, and workflow optimization through Atlassian Intelligence capabilities.
Campaign Overview
Atlassian, with their AI-powered Atlassian Intelligence platform, sought to expand adoption among enterprise teams seeking workplace automation solutions. With a total ad spend of $3.51M over 120 days, the campaign targeted organizations actively exploring AI collaboration tools and workflow automation.
Strategy
The campaign employed strategic audience targeting across behavioral and interest-based segments:
- Audience Targeting: Targeted AI Tech Users and SaaS Subscribers actively using workplace automation tools, interested in AI for Business, AI Enthusiasts, and Workplace Productivity segments seeking intelligent collaboration solutions.
- Ad Creative Strategy: Messaging emphasized AI automation and intelligent workflow capabilities to resonate with productivity-focused teams and enterprise leaders.
- Retargeting Strategy: Sequential messaging moved users from awareness to free trial through progressive AI feature demonstrations and benefits.
- Campaign Optimization: Real-time performance monitoring adjusted targeting parameters to maximize signup rates across AI-interested and enterprise segments.
Results
- Total Conversions: 45,000 new registered users across web and mobile platforms during four-month campaign period
- Total Reach: 12.8 million qualified impressions delivered to AI enthusiasts and workplace productivity-focused audience segments
- Conversion Rate: 4.2% from impression to completed free trial signup, exceeding AI productivity tool industry benchmarks
- Cost Per Acquisition: $78 per new user, delivering efficient growth within AI-powered software acquisition cost parameters
- Return on Ad Spend: 14× return measured by user lifetime value projections and Atlassian Intelligence subscription conversion rates
Execution
- Precise Audience Targeting: AI for Business and AI Enthusiasts segments delivered highly qualified users seeking workplace AI solutions
- Strategic Market Positioning: Messaging focused on intelligent automation resonated with teams seeking AI-powered productivity and workflow optimization
- Behavioral Targeting Advantage: AI Tech Users showed higher premium subscription conversion rates compared to general productivity software audiences
- Interest-Based Reach: Workplace Productivity and AI for Business targeting connected with organizations actively adopting AI workplace tools
- Platform Timing: Campaign launch aligned with growing enterprise demand for AI-powered collaboration and generative AI workplace applications
Insights & Learnings
Atlassian's user acquisition campaign demonstrates the effectiveness of combining Behavioral Targeting and Interest-Based Targeting for AI workplace products. The AI for Business, AI Enthusiasts, and AI Tech Users segments delivered highly qualified users with strong AI adoption intent. This targeting approach proved particularly effective for AI-powered collaboration platforms competing in emerging workplace AI markets. The campaign's success validates the strategy of reaching enterprises through precise audience segmentation around AI capabilities. Atlassian can scale this approach across additional markets while maintaining efficient Cost Per Acquisition metrics.
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