ClickUp: Jira gets fired

This ClickUp advertisement cleverly uses humour and relatable office scenarios to achieve impressive results. The video’s success lies in its ability to resonate with a broad audience while subtly highlighting the software’s key advantages. It follows the Problem-Agitate-Solution (PAS) framework, as well as AIDA.

OBJECTIVES

• Increase brand awareness and recognition for ClickUp.
• Position ClickUp as a superior alternative to Jira.
• Drive traffic to the ClickUp website and encourage trial sign-ups.
• Generate social media engagement and shares.

THE HOOK

• The video starts with the familiar, uncomfortable setting of a termination meeting. This immediately grabs the viewer’s attention because it’s a situation most office workers have either experienced or fear.
• The title card, “The Firing of Jira,” is superimposed over this opening scene. This creates intrigue. Jira is a well-known project management software, so seeing it personified and “fired” is unexpected and humorous. This piques the viewer’s interest and sets the stage for a comparison between Jira and ClickUp.
• The initial interaction between the “employee” (Jira) and the manager is lighthearted. Jira’s casual “What’s up?” and slightly nervous demeanour contribute to the humorous tone. This sets a comedic tone, making the viewer feel comfortable and receptive to the message.

WHY IT WORKS

• Humour and Relatability: The video uses humour effectively to address common frustrations with project management software. By personifying Jira and exaggerating its shortcomings, the video makes the message lighthearted and relatable.
• Clear Value Proposition: The video clearly articulates the problems with Jira and presents ClickUp as a solution that addresses those problems. The use of on-screen text reinforces these points and makes the message easy to understand.
• Strong Call to Action: The video ends with a clear call to action, encouraging viewers to switch to ClickUp. The “free forever” message reinforces the value proposition and makes the offer more enticing.
• Shareable Content: The humorous and relatable nature of the video makes it highly shareable on social media. This expands the reach of the advertisement and generates additional brand awareness.

TAKEAWAYS

• Humour is a powerful tool in B2B marketing, especially when used to address common pain points.
• Clearly articulating the value proposition and providing a strong call to action are essential for driving conversions.
• Creating shareable content can significantly amplify the reach and impact of marketing videos.

KEY ELEMENTS

• Introduction (hook): The firing scenario and the “Firing of Jira” title.
• Problem statement: The manager lists Jira’s shortcomings: decreasing performance, lack of innovation, lack of new features, poor customer support, fee hikes, server issues, slow speed, limited workflow, inability to share custom data, and lack of tool integrations.
• Solution (product/service): ClickUp is presented as Jira’s replacement and a superior solution.
• Benefits and features: ClickUp handles workloads more easily and “can do way more.” The focus is on how ClickUp addresses Jira’s shortcomings, implying a comprehensive feature set and improved performance.
• Call to action (CTA): The final screen encourages viewers to “Bring your Epics, Stories & Sprints to ClickUp” and “Get started” for free forever.