Justworks, a leading all-in-one HR platform for small and growing businesses, needed a creative partner that understands performance.
The goal: connect emotionally with Justworks’ audience of busy entrepreneurs while proving that their platform was the best choice for their business.
Client
Year
THE CHALLENGE
New winners. Human connection.
Scale ad production (new formats, angles) and drive qualified leads without losing Justworks’ signature, human brand.
THE TASK
Develop winning ads for paid performance channels by positioning Justworks as the go-to solution for ambitious, growing businesses.
Twigeo was enlisted to concept, visualize, script, and produce a steady stream of ads across YouTube, Meta, and LinkedIn with the goal to:
- Spotlight Justworks’ all-in-one simplicity.
- Speak to small business owners, founders and leaders.
- Highlight the brand with standout storytelling.
THE STRATEGY
Insight by insight, tactic by tactic.
We saw that instead of growing their businesses, owners spend 700+ hours a year buried in admin tasks, and 72% report mental health struggles due to operational stress. This Admin Overload isn’t just a business problem; it’s a human one, and that’s where Justworks connects — emotionally and rationally.
To sustain creative excellence at scale, structure is key. Twigeo’s signature Creative Framework provides it, guiding everything from the overarching communication to ad concepts to platform-specific iterations. The result: scalable creative output while keeping the brand personality intact.
THE RESULT
Our creative direction scaled production and drove measurable business impact:
- New winners replaced past top performers, driving 80% of all leads within the first six months.
- CTR rose 206% YoY in lead-optimized campaigns.
- 64% lower CPL; lead-optimized campaign spend grew 792% YoY.
- 131% higher lead rate since beginning of partnership.
A systematic framework that accelerated learning and performance.
- Established a consistent cadence of ~6 paid social and ~5 YouTube tests per month.
- Launched 160+ new ads across 45+ creative tests on Meta and LinkedIn.
- Aligned all creatives with Justworks’ target personas to maximize relevance.
Key takeaways
Business-to-Human works
People don’t stop being people at work. Speaking directly to them on a human level creates emotional connection and measurable results.
Collaboration is Key
Close alignment with Justworks’ internal stakeholders allowed for speedy feedback loops and a stronger final product.
Testing Drives Results
Continuous testing and optimization of messaging and visuals identified winners quickly and ensured consistent improvement across platforms.
B2B doesn’t have to be boring
Best practices are the foundation, but by drawing on cultural trends and creative signals, B2B creative can stay at the forefront of what resonates and performs.