The goal was to create a relatable, high-converting YouTube ad campaign. We used testimonial-driven hero stories to build trust and showcase real, desirable outcomes aligned with the viewers' goals. The campaign was structured to speak to all three stages of awareness: TOFU, MOFU, and BOFU , guiding viewers from initial interest to full buying intent.

To maximize impact and test performance, we produced three versions in multiple lengths (7s, 15s, and 30s), each built around different hooks, pain points, and feature highlights.

The ads were created for Kajabi’s core audience of knowledge entrepreneurs. This includes coaches, course creators, consultants, and other experts building online businesses around their skills. These creators are looking for a professional, all-in-one platform that simplifies the tech side of running a digital product business so they can focus on delivering value and growing their audience.

The design style followed Kajabi’s brand guidelines to maintain a clean, modern, and trustworthy visual tone. B-roll footage was layered alongside the a-roll to create a behind-the-scenes look at how the Kajabi platform is used in real life. This approach helped emphasize key talking points while visually reinforcing the product’s role in creators’ day-to-day workflows. The mix of polished visuals and natural, real-world usage gave the video both credibility and relatability.

We repurposed the main 16:9 video into 9:16 and 1:1 formats, optimized for different platforms and placements to maximize readability and performance.

The final campaign delivered a clear, on-brand video that spoke directly to Kajabi’s audience across every stage of the funnel. By featuring stories that mirrored their own journey, viewers were able to relate immediately and visualize their own success with the platform.