Justworks
All-In-One Solution
Role: Lead Copywriter
Channels: Paid social, programmatic, video, website, in-house events
Collaborating with: Creative, paid media, events, customer support, & sales
The Campaign
For the first time, this video campaign positioned Justworks as a true all-in-one solution. Rather than marketing PEO, Payroll, and EOR as isolated products, I led the copy strategy to reframe them as a single, cohesive experience built for small business owners.
Our Strategy
As the first campaign of its kind, it came with real creative latitude, and real responsibility. The central challenge was crafting copy that stayed concise and conversational without underselling the breadth of what Justworks offers. I partnered closely with brand and motion graphics designers to develop storyboards and assets that felt polished and intentional, moving viewers fluidly from one feature to the next.
I partnered closely with our brand designers and motion graphics designers to storyboard and create elevated, sophisticated assets that flawlessly led viewers from one feature to another.
The Result
The All-In-One Solution videos ran across CTV, YouTube, LinkedIn, Meta, and Google, strengthening click-through and engagement during historically underperforming months. The work also extended into internal company events and communications.
A standout moment: the campaign featured real Justworks customer service representatives, bringing an unexpected human dimension to the brand that hadn't existed before.
