Atlassian builds brand awareness while boosting key performance metrics with LinkedIn’s CTV Ads
- The team set out to reintroduce Confluence to a broader audience, and the results confirmed they struck the right chord. Following LinkedIn best practices across both brand and demand tactics contributed to this outcome, and has shaped how Atlassian approaches future full-funnel campaigns.
- With support from LinkedIn and Kantar, Atlassian measured brand impact across the full funnel and saw gains that far exceeded industry norms. Exposure to LinkedIn’s CTV Ads before website conversion campaigns led to a 120% increase in click through rates, a clear indicator that brand investment helped drive performance.
- Based on LinkedIn’s internal measurement, the CTV campaign showed a 57% incremental reach beyond LinkedIn's core feed environment.
- Internally, the results validated a long-held belief: brand and demand work better together.
120%
Increase in lower funnel engagement
+17%
lift in aided brand awareness (vs. a 2% norm)
+8%
lift in top-of-mind awareness (unaided awareness)
- While Confluence is widely used, many audiences still think of it primarily as a developer-focused wiki, missing its potential as a collaborative tool across the business.
- Atlassian's marketing team also faced a visibility gap. The company hadn't run a major brand campaign for Confluence in some time, and it needed a strategy that could both reintroduce the product and engage a more diverse mix of decision-makers.
- Internally, the campaign had to perform at both ends of the funnel: boosting awareness while supporting bottom-funnel engagement and product sign-ups.
- To meet those goals, Atlassian leaned into a new channel, LinkedIn’s CTV, as part of a broader integrated strategy. "CTV was a big bet for us,” says media planner Josh Warner, noting that this first campaign was a trial to see how well the channel would perform.
- LinkedIn’s CTV Ads offered something unique: the reach and storytelling impact of television, combined with LinkedIn's professional targeting. That made it a strong fit for a product like Confluence, which serves multiple personas across business functions.
- The campaign paired a high-concept brand video with persona-specific creative for marketers, project managers, and developers. LinkedIn’s CTV Ads were supported by Sponsored Content, including static and video formats.
- Measurement came via a brand lift study conducted by Kantar, which allowed Atlassian to isolate and validate the impact of the CTV portion of the campaign.
