Justworks
Run Your Business
Role: Lead Copywriter
Channels: Out-of-home, events, paid social, programmatic, video, & website
Collaborating with: Creative, paid media, events, customer success, customer support, producers, & executives
The Campaign
This campaign refreshed Justworks' 2023 brand awareness work for the start of 2024. The tagline, Run Your Business, Don't Let It Run You, set the tone: a direct, empowering call for small business owners to reclaim control of their journey.
Our Strategy
Rather than glossing over the difficulty of running a business, I leaned into it. By leading with the emotional weight of those challenges, the contrast with Justworks as a solution hit harder. It wasn't just about resolved checklists. It was about the relief of finally having real support.
The work required holding a careful balance: honest enough to resonate with the struggle, optimistic enough to make Justworks feel like the answer owners didn't know they'd been waiting for.
Campaign videosScroll to glide ->
The Result
I developed a full bank of headlines and video scripts that ran across:
CTV: 8 original videos
Paid social and programmatic: Meta, Google, LinkedIn, and display banners
Out-of-home: Bus, train, and digital placements across San Francisco, Miami, Los Angeles, and Denver
CTV: 8 original videos
Paid social and programmatic: Meta, Google, LinkedIn, and display banners
Out-of-home: Bus, train, and digital placements across San Francisco, Miami, Los Angeles, and Denver
