The campaign aimed to expand Jira’s appeal beyond its well-established developer audience and make it indispensable for marketers, project managers, and other non-technical users. The challenge? While Jira was already the go-to project management tool for developers, its technical reputation made it feel intimidating and inaccessible to those outside the tech world.
Jira needed to shift perceptions from a developer-only project management tool to a must-have for knowledge workers like marketers and project managers. The challenge? Jira’s technical reputation made it feel intimidating and inaccessible to non-technical users.
To shift perceptions and make Jira feel more approachable, we strategically partnered with Zach Woods—an actor deeply embedded in tech and workplace culture through his roles in Silicon Valley and The Office. Woods has a unique ability to make complex work environments feel both absurd and relatable, making him the ideal figure to introduce Jira as an approachable platform to a broader audience.
In Project Cha-Ching, Woods tackled his most ambitious project yet—managing his billion-dollar empire with Jira. His self-aware, over-the-top persona transformed what could have been a dry, instructional campaign into something genuinely entertaining. By showing Woods seamlessly navigating even the most ridiculous business ventures with Jira, we proved that if he could use it, anyone could.
Through organic and paid social campaigns on TikTok, LinkedIn, Instagram, and YouTube, we placed this content where audiences were unwinding, scrolling, and looking for an escape from work—not another tool that adds to their stress. By blending humor, storytelling, and workplace relatability, the campaign did more than drive awareness—it reshaped perceptions, proving that Jira is for anyone with a big idea, not just developers.
What Makes This Entry Unique?
Results
The campaign exceeded all expectations:
By making Jira relatable, accessible, and entertaining, the campaign redefined how B2B brands can engage new audiences.
