The Brief
Develop an integrated, end-to-end awareness campaign to introduce Justworks to its key target markets, focusing on small businesses. The challenge was to connect with small businesses while ensuring every business—within our ideal company size range—also felt included.
Develop an integrated, end-to-end awareness campaign to introduce Justworks to its key target markets, focusing on small businesses. The challenge was to connect with small businesses while ensuring every business—within our ideal company size range—also felt included.
The Outcome
"Every business starts small" is a simple yet powerful statement that resonates with entrepreneurs. Amazon started small. Every business owner can see themselves in this campaign, allowing it to reach a broad audience. The campaign was highly successful, generating strong leads in the market.
"Every business starts small" is a simple yet powerful statement that resonates with entrepreneurs. Amazon started small. Every business owner can see themselves in this campaign, allowing it to reach a broad audience. The campaign was highly successful, generating strong leads in the market.
My Role
Art Direction
Art Direction
The Team
CD: Ryan Howard
Copy: Joanne Hwangbo
Animation: Zack Antell
Designers: Yeojin Rhee, Abby Bernard
UX: Esteban Acevedo
Producer: Rona Padua
Project Manager: Sammy Gibney
CD: Ryan Howard
Copy: Joanne Hwangbo
Animation: Zack Antell
Designers: Yeojin Rhee, Abby Bernard
UX: Esteban Acevedo
Producer: Rona Padua
Project Manager: Sammy Gibney
The Insight
With Justworks, all businesses have the opportunity to start from the same place and grow in their unique way.
With Justworks, all businesses have the opportunity to start from the same place and grow in their unique way.
The Manifesto
There are millions of businesses in the world. But what’s the one thing they have in common? They all have to start somewhere. And the unique people behind them all have their unique ideas of what success looks like.
There are millions of businesses in the world. But what’s the one thing they have in common? They all have to start somewhere. And the unique people behind them all have their unique ideas of what success looks like.
Because start stories and growth stories are always one-of-a-kind. The people who power the wins, the firsts, the fails, the whole damn journey is what makes the process so special. And Justworks helps you realize your unique journey from start to growth every step of the way. So let’s celebrate the people, the process, and not just the finish line. Because…
Every business starts small.
Built scrappy and full of humanity.
We partnered with an incredible producer who helped us engage real customers through Zoom interviews to develop authentic case studies. The customers themselves provided all the assets you see. Their insights shaped this campaign and will inform future work.
As part of our request, we asked customers for handwriting samples to incorporate human vibes across all touchpoints.
An engaging video
We produced a 30-second spot, 15- and 6-second cutdowns, and 11 customer case studies that captured the heart of these businesses—the wins, firsts, and setbacks that make their journeys so special. Secondarily, we showcased how Justworks supported their needs throughout the process. Some cutdowns featured messaging tailored for deeper funnel engagement, building on a campaign the audience had likely already seen in our top-of-funnel executions.
The main spot aired on CTV, YouTube, and numerous other streaming services
15-second cut-down
6-second cut-down
Justworks story - Petplate lens
Customer story - Universal Standard
Out-of-home covered the target markets
Placements in Austin, Miami, San Francisco, Los Angeles, New York, New Jersey, and Vail, shared our customer stories supporting their business while helping to validate ours.
Moodboard
Paid and Organic Social Assets
Engaging assets highlighting who Justworks loves the most -- their customers.
On-site experience optimized for SEO
On top of the boost to SEO, we were able to highlight customer stories in more detail, celebrating their successes while helping potential clients relate to shared challenges, and seeing how Justworks provided effective solutions.
