Justworks:
Run Your Business.
Don’t let it run you.
This campaign is a refresh of the ‘23 brand awareness campaign for the beginning of ‘24. The tagline, Run Your Business, Don’t Let It Run You, is strong, powerful, and emphasizes to small business owners to take control of their journey and leadership with Justworks.
The
Brief
The Process
The
Finale
Refresh an existing campaign with new copy and visual elements. The campaign should carry the same tone of voice but with an emphasis on specific product features and offerings that are unique to Justworks.
As with any refresh, the biggest challenge was to create a campaign of new assets with the exact same content that went live several months prior. The existing video content all featured a character struggling to run their business followed by a moment of relief once they signed on with Justworks.
I decided to double down on the “struggle” by emphasizing the challenges in an emotional way, using words like “dread” and collecting the sighs of exhaustion. This sharply contrasted with their reaction to the seamless solution of Justworks, showing not only resolved checklists, but also the emotional relief of having support by their side.
This refresh carefully balanced the fine line between the negative experience of running a business on your own and highlighting the reasons why Justworks is the support you’ve always wanted.
I wrote a bank of headlines and video scripts that went live on the following channels:
8 video scripts — unique 15s and 6s versions per concept across paid social and programmatic ads
Paid social and programmatic static and animated ads: Meta, Google, LinkedIn, and display banners
Out-of-home ads: bus, train, and digital monitors in SF, Miami, LA, and Denver.
