How Jexo Scaled Authority, Demand & Product Clarity Through a Single Video Strategy

Jexo is an Atlassian Marketplace app company trusted by agile teams around the world. When we began working together, they had a powerful product, a charismatic founding team, and a loyal user base but no structured way to turn those strengths into authority, reach, or consistent growth.

From our earliest conversations, it was clear to us that video could become their turning point. But not just any video, the right video system.

So we built it from the ground up.

We started with workshops, founder interviews, and market + competitive analysis to understand how Jexo compared to direct competitors and where their unique advantages lived. Then we mapped user behavior, pain points, and search patterns using both internal data (support tickets, onboarding friction, customer patterns) and external signals (keyword volume, YouTube search intent, category gaps).

That insight became the backbone of a full YouTube strategy:

• topics mapped to real user struggles
• content clustered around high-intent searches
• storytelling tied to Jexo’s tone, humor, and personality
• clear series formats that were repeatable and scalable

But the content engine didn’t stop at YouTube.
We extended the system across LinkedIn, Shorts, TikTok, and community platforms, adapting each video into formats native to each channel while keeping everything tied under one brand idea:

“Make Work Fun.”

A creative umbrella that made technical content feel approachable, human, and distinctive in the Atlassian ecosystem.

This approach didn’t just generate views, it built a brand.
Jexo developed its own way of explaining things, a recognizable voice, and a magnetic founder presence. Their video style carried into their podcast, their social presence, and their community interactions, creating a unified identity that resonated with both users and partners.

The momentum was impossible to ignore.
Jexo’s clarity, distinctiveness, and community engagement became part of what made them an attractive acquisition target for a major player in the ecosystem.