Atlassian had just announced end-of-life for its server and on-prem products and faced an activation problem at unprecedented scale. Despite the product incentives, 95% of the global install base was unaware of the cloud advantage or the urgency to migrate.

Within 6 months, we collapsed the unaware segment from 95% to 37%, activated roughly 250,000 users into migration paths, drove a 58% digital transformation awareness lift, and contributed an estimated $400M to Atlassian's first-ever $1B cloud revenue quarter.