Magical Life of Machines: Promoting the Zapier Automation Platform, Our Multi-Product Approach for B2B

Platform: TikTok, Meta, LinkedIn, YouTube
Project: Media Planning and Buying
Assignment: Brand Awareness, Customer Acquisition, Advertising Strategy, Audience Segmentation and Retargeting

Role and Objective

To drive brand awareness and multi-product adoption, we launched "Magical Life of Machines" (MLOM), a top-of-funnel campaign targeting SMB decision-makers in Sales, RevOps, IT, and Marketing. The campaign showcased Zapier’s automation capabilities beyond workflows, highlighting products like Tables, Interfaces, and AI-powered automation through a playful creative concept—imagining a world where computers secretly automate business-critical work.

My role included developing the media strategy, audience targeting, and creative execution while collaborating with brand, creative, and data teams. I also led a brand lift study with Meta and TikTok to measure impact.

Media Strategy

Campaign Management

Social Media Video

Pre-roll Video

Behavioral Targeting

Cross-Device Targeting

Paid Social

Results

Impressions: 131.8M

Engagements: 245K

Engaged Views: 6.7M

Unique Page Views: 195K

Conversions: 1.9K

Performance Impact

The MLOM campaign expanded brand reach, deepened engagement, and improved cost efficiency while driving more qualified traffic. Impressions grew by 48% quarter-over-quarter, video views increased, and cost-per-click improved by 42%. The campaign also drove a 28% increase in unique site visits, capturing high-intent decision-makers and reinforcing Zapier’s positioning as a leader in AI-powered automation.

Additionally, brand lift studies revealed a notable increase in consideration among key business leaders and C-level executives, with strong traction across both SMBs and larger enterprises. Despite a lower overall budget, the campaign delivered greater impact with more efficient spend, proving the effectiveness of our targeting and messaging.