Justworks:
Your All-In-One Solution
For the first time ever, this video campaign displayed Justworks as an all-in-one, holistic solution. Instead of separated products (PEO, Payroll, EOR), I spearheaded the copy strategy to brand our experience as a cohesive experience for all small business owners.
The
Brief
The Process
The
Finale
Create assets that take the user throughout the Justworks experience — feature each unique product without making them seem fragmented and emphasize seamless messaging that prioritizes EOR (global hiring and expansion).
As this campaign was the first of its kind, there was a lot of creative freedom and exploration. The main restriction I navigated was keeping the copy very concise and conversational, yet informative to the Justworks offerings.
Referencing successful tech product videos, I partnered closely with our brand designers and motion graphics designers to storyboard and create elevated, sophisticated assets that flawlessly led viewers from one feature to another.
Collaborating with sales, customer success, and customer support, we also ensured that these assets would provide high impact across the company. This looks like crafting LinkedIn messaging for our sales team, showing how to talk about Justworks with beautiful visuals and empowering copy.
The first stage of copy looks like storyboards, as shown on the left, and unique ways to emphasize different products (search bars that animate to show a growing business’ needs).
I wrote 9 variations of scripts for each video. Each asset is exciting, concise, and talks to the viewer like a friend.
These videos went live on CTV, YouTube, LinkedIn, Meta, and Google, improved click-through and engagement rate during historically low-performing months, displayed throughout various internal company comms events, and were featured on the homepage refresh.
Special shoutout: We got to feature real customer service representatives, humanizing Justworks in a newfound way for the first time.
