In a world where attention is the ultimate currency, the most visionary brands are those that dare to break the mold, embracing new channels, ways to connect, and measurement techniques. Atlassian’s recent campaign reintroducing Confluence is an excellent example of how this kind of bold thinking can drive major results. Atlassian harnessed the storytelling power of Connected TV (CTV), a channel classically thought of as a B2C play but thanks to LinkedIn has now become a powerful medium for professional audiences and B2B brands. And through Kantar’s integration with LinkedIn, which involves brand lift studies to measure attitudinal impact of exposure to paid media via a direct integration, brands like Atlassian gain verified, data driven validation of the impact and ROI of their marketing via granular media and creative analytics.
Kantar’s research shows how LinkedIn’s CTV Ads delivers the reach and emotional resonance of traditional television, but with the precision targeting and measurable impact digital marketers crave. Kantar’s LIFT studies consistently show that CTV Ads campaigns drive significantly higher awareness and engagement compared to other media formats. For Atlassian, this meant a 7.5x greater brand awareness versus the Kantar MarketNorms and an 8% lift in top-of-mind awareness.
The right message, delivered in the right format, can transform perceptions and accelerate growth. By leveraging CTV with LinkedIn’s professional targeting and layering in persona-specific creative, Atlassian didn’t just reach more people; they reached the right people, with stories that mattered. Supported by Kantar’s rigorous measurement, the campaign validated a long-held belief: short- and long-term sales and brand strategies work better together. Exposure to CTV Ads before conversion campaigns led to a 120% increase in click-through rates, demonstrating that brand investment is a powerful driver of performance.
For CMOs, the lesson is clear: the future of brand building lies at the intersection of bold creative, innovative channels, and data-driven measurement. CTV isn’t just a new media buy. It’s a strategic lever to unlock full-funnel growth.
So, what does this mean for today’s marketing leaders? Atlassian’s journey offers a roadmap for any CMO ready to elevate their brand and drive measurable impact. Here are some key takeaways to guide your next bold move.
Reframe Your Product’s Narrative
Atlassian faced a classic challenge a well-known brand is trying to predispose more people and find new space for its service, but its reputation is interfering with those stretch goals. To resolve this tension, a brand needs to consider how it can change its salience, what it’s known for, and meaningfully differentiate to break into new audiences. For Confluence, the platform was widely used, but its perception was stuck as a developer-focused wiki. The team saw an opportunity to reintroduce Confluence as a collaborative tool for all business functions. For CMOs, this is a reminder: don’t let legacy perceptions limit your brand’s potential. To grow, brands need to find the sweet spot between consistency and reinvention. Kantar’s BrandZ data reinforces this: brands that balance these paradoxes outperform the market by nearly 3x, delivering +321% shareholder returns versus +107% for the S&P 500. Every campaign is a chance to reposition your brand for broader relevance while maintaining the vibe your core audience loves.
Go All-In on Full-Funnel Integration
Kantar’s LIFT study allowed Atlassian to isolate and validate the impact of LinkedIn's CTV Ads. By pairing high-concept brand video with persona-specific creative for marketers, project managers, and developers, Atlassian ensured relevance at every touchpoint. The campaign delivered a 17% lift in aided brand awareness. And exposure to LinkedIn’s CTV Ads before conversion campaigns led to dramatic increases in click-through rates. Brand-building initiatives and demand creation are not mutually exclusive, nor should they be. Kantar data finds campaigns that integrate emotional resonance with measurable action drive superior ROI. CMOs should architect strategies that connect brand equity to business outcomes. Creativity and commerce can and should work in tandem. To maximize ROI and drive greater enterprise value, marketers should think about how their campaigns build emotional resonance and drive measurable action simultaneously.
CTV: The New Frontier for B2B Storytelling
CTV was a strategic decision for Atlassian. LinkedIn’s CTV Ads offer the reach and storytelling impact of television, combined with professional targeting. By leveraging this platform, the campaign drove a 120% increase in lower-funnel engagement and 57% incremental reach beyond LinkedIn’s core feed. For CMOs, this is a wake-up call: CTV is no longer just for B2C. It’s a powerful lever for B2B brands to drive both awareness and performance. CTV Ads consistently lifts brand salience and long-term equity when paired with digital activation.
Atlassian’s success didn’t just boost Confluence—it made the case for CTV Ads across the company. Other product teams are now reviewing these results as they plan their own launches. CMOs should foster a culture where data-driven experimentation is celebrated, and where every campaign is a learning opportunity. Anchor your storytelling in data and let results guide your next bold move.
For CMOs looking to drive meaningful impact, the Atlassian case study highlights several essential strategies. First, challenge legacy perceptions by using media and creative executions to reposition your brand and reach new audiences. Integrate brand-building and demand-generation efforts, designing initiatives that foster emotional connection while driving measurable action. Embrace innovative channels like Connected TV, which has proven to deliver both reach and performance in the B2B space. Invest in rigorous measurement by partnering with experts to validate results and inform future strategy. Above all, champion a culture of experimentation. Let data guide your next innovation. Atlassian’s journey demonstrates that when bold creative, integrated strategy, and best-in-class measurement come together, brands don’t just move metrics—they move markets. The future belongs to CMOs who bet big, measure smart, and never stop learning.
Measurement isn’t just about reporting. It’s about building confidence to experiment, iterate, and invest in what works. Without it, you won’t know what’s truly driving impact. But there are two things to keep in mind. You need to make sure you are measuring everything and not just campaigns you may be uncertain about. Even those that you think are fantastic may have elements that could be optimized to make them even better. The second is understanding what you are trying to convey with your video ad - if you don’t have a clear job to be done it will be difficult to persuade decision makers. You can do this by being meaningful, different and salient.
Strong brands act as financial shields in crises and growth engines in good times. Data-driven proof points make that case in the boardroom.
To learn more about how LinkedIn’s CTV Ads can drive major impact for B2B campaigns, click here.
And if you’re looking to supercharge your measurement and make your ads more memorable, reach out to us here.
