Helping set knowledge free with Atlassian Confluence
The challenge
Confluence was long seen as a “developer wiki.” Atlassian wanted to reintroduce it to marketers and project managers as a connected workspace for every team, under its platform idea, “Set Knowledge Free.” But this audience was busy, skeptical of new software, and tired of sales pitches. So instead of leading with features, the campaign led with the everyday frustrations of modern work, and with humor.
What we made
A 12-part cartoon series poking fun at familiar workplace pain points, from scattered docs and broken links to the endless hunt for the single source of truth, each showing how Confluence helps.
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Shared in a format already trusted by marketers and PMs, the cartoons embedded Confluence directly into workplace culture.
Atlassian and Noble People, Shorty Awards entry
Where it ran
Over seven weeks, I shared seven of the 12 cartoons with the Marketoonist audience on LinkedIn, Instagram, and in the newsletter, delivering 563K organic impressions. Atlassian used the full series across its own social and paid campaigns, including thought leader ads from my LinkedIn profile.
Results
The cartoon series was part of a broader campaign, alongside films and a Severance podcast sponsorship, that was named a finalist for Brand Awareness at the 18th Shorty Awards. On LinkedIn, the campaign drove a 17-point brand lift, 8x the norm, and Confluence had its strongest quarter of product engagement yet.
