In modern work, information is everywhere — yet no one can find what they need.
For marketers and project managers, strategies lived in Slack threads. Campaign plans hid in rogue decks. Docs multiplied. Links broke. As collaboration expanded, knowledge became harder to access.
This wasn’t just a product problem. It was a human one. Disconnection. Frustration. Paralysis.
Confluence faced a perception gap among non-technical knowledge workers. Long seen as a “developer wiki,” it was underutilized by the broader teams it was built to serve, and awareness beyond engineering remained low. The category was cluttered with upstarts like Notion promising sleek interfaces, while giants like Google and Microsoft dominated share. The audience was busy, skeptical, and burnt out on new software.
Confluence needed to be reintroduced as something more expansive: an AI-powered, connected workspace for all teams.
Atlassian’s platform idea, Set Knowledge Free, nailed a simple truth: when information isn’t accessible, it might as well be locked away.
That insight became our foundation. Instead of leading with features, we met marketers and PMs in their lived frustration, using humanity and humor to show that Confluence isn’t more noise. It’s where scattered knowledge becomes discoverable, usable, and shared.
Our goals were to:
To bring the campaign platform Set Knowledge Free to life, we built a coordinated multi-platform campaign designed to meet marketers and project managers wherever modern work happens. Their world is full of tools, tabs, and platforms that all promise clarity, yet somehow make everything harder. They’re fluent in memes and workplace satire, and allergic to anything that feels like a sales pitch. So we couldn’t market Confluence like software. We had to make it feel human, culturally fluent, and instantly relatable.
Each platform played a distinct role, creating a connected ecosystem of awareness, credibility, and sustained visibility. The campaign was intentionally orchestrated as a system, with each channel reinforcing the same core insight while adapting to the behaviors and expectations of its environment.
In the feed:
Humorous “Love Stories” films dramatized an unexpected romance between a product manager and his AI, reframing collaboration as playful and deeply human. Distributed full-funnel across YouTube, Meta, LinkedIn, and CTV, the films met marketers and PMs where work and scrolling blur, bringing the campaign’s core truth to life by romanticizing everyday productivity and the simple relief of finding what you need.
In workplace culture:
On LinkedIn, we partnered with Marketoonist to create a 12-part series turning broken workflows and tool overload into comic relief. Shared in a format already trusted by marketers and PMs, the cartoons embedded Confluence directly into workplace culture — reinforcing its role as a clarity engine and expanding credibility across professional networks.
In learning:
To extend the idea beyond messaging, we partnered with Skillshare to offer 90 days of free courses, including a custom learning path focused on productivity and project management. This activation demonstrated the brand promise in action, reinforcing Confluence as a tool that empowers better, more organized work.
In entertainment and culture:
Confluence became the exclusive sponsor of The Severance Podcast, using the show’s world of extreme information silos as a culturally relevant metaphor for the digital prison of modern work. In a category where “AI-powered collaboration” can feel abstract, Severance gave us a vivid contrast: while its characters are cut off from what they need, Confluence empowers teams through shared access and knowledge. Ben Stiller and Adam Scott, creator and star of Severance and hosts of the podcast, delivered long-form host reads imagining how different the characters’ world would be with Confluence. The partnership became a cultural launch moment, driving memorability and organic conversation among listeners.
Together, these executions embedded Confluence into the environments where knowledge workers already live, reinforcing one unified idea: when knowledge is accessible, teams move faster and work smarter.
Repositioning Confluence required more than reach. It required cultural fluency. By anchoring every execution in a single insight and tailoring it to each platform, we built cohesion without adding noise, orchestrating a sustained system, not a single hero moment.
The campaign exceeded benchmarks among non-technical knowledge workers and delivered measurable impact across awareness, engagement, and product momentum:
Together, these results show that culturally fluent, multi-platform media didn’t just raise awareness; it expanded who Confluence is for, strengthened memorability, and drove sustained growth.
