When Atlassian acquired Loom in 2023, one clear goal was to increase the adoption of video messaging solutions among the Atlassian customer base. We know that Loom solves a critical problem for the modern workforce: meeting overload and ineffectiveness. We also know that there are teams currently finding value with Jira, Confluence, and other Atlassian apps that have not yet tried async video messaging or Loom.
So we built a marketing brief to increase awareness and consideration of Loom.
And (spoiler) here’s the ad we ultimately created against that brief:
Super fun, right? But this blog is not about the ad itself… it’s actually about how we used Loom to launch the campaign in record time.
Use Loom pre-watches to kick off projects faster
This was the Atlassian brand team’s first campaign partnership with Loom Product Marketing, so we first needed to get everyone on the same page about the product functionality, key personas, messaging, and narratives. All the foundational information that’s needed to get to a create campaign insight and idea.
Instead of scheduling a live briefing two (or more!) weeks out when internal and agency partner calendars aligned, we created a Slack channel for the campaign and tagged all the stakeholders on a video walkthrough of the brief. In that Loom video, I walked through a Confluence page based on a creative brief template — voicing over the page with emphasis on important points.
The Slack message requested two things: everyone watch the Loom before the kickoff call & add any questions to the page so we could discuss live.
Keep momentum going with shared meeting recaps
After a productive kickoff call where we even had time to start brainstorming ideas, the team was ready to shift into execution mode. With our Atlassian tech stack of the Teamwork Collection, this meant setting up a Jira board for tracking deliverables, assignees, and dates. Fortunately for us, Loom’s AI-powered meeting recaps and action items had just gone into beta — making it three clicks to turn meeting discussions into Jira tasks on the board.
With our weekly syncs recorded and recapped by Loom alongside a Jira board to manage work, everyone was able to run full steam ahead — whether or not the live discussion time worked for their schedules.
Learn more about using Jira to manage marketing projects in this Community deep dive.
Easy async reviews and feedback
One of the biggest delays a marketing program can hit is — let’s be real here — the reviews and approvals phase. Getting on calendars to present video storyboards and rough edits to executives for alignment can take a long time. But we had a goal to launch this video before the end of the quarter, so timing was tight.
By recording Loom presentations of the video context, strategy, and scripts we were able to get fast feedback without getting on calendars. And the work could move forward even with execs in multiple countries reviewing. And once we were in video production, getting the time-stamped feedback on the Loom was very helpful for avoiding miscommunication or back-and-forths.
See how Loom can unstuck your marketing team
Not only was this an incredibly fun campaign to be a part of, it was really fun to introduce some of my newer Atlassian colleagues to the efficiency gained from adding video messaging and recaps into daily collaboration.
“We used to wait days for calendars to align so feedback and pitches could happen live. Loom helped us tighten up review and strategy cycles to 39 days from what used to take a full quarter,” wrote our lead brand strategist Tracy Kim on the campaign in an internal announcement blog.
I didn’t even have to script that! There’s really no better time to try Loom and get your own work unstuck.