Statsig is a Seattle-based startup that wanted make an impact on the developer-heavy population of San Francisco. Statsig received Series B funding and wanted to expand its market, build awareness, drive website traffic, and ultimately get conversions via its sales team and online queries. Division of Labor is the ad agency for startups so Statsig was introduced by another one of our clients. And a B2B SaaS campaign is exactly the kind of collaboration we are looking for.

Statsig is a startup that helps technology companies easily test and experiment with different product features. Statsig offers feature flags, A/B testing and other tools to quickly and efficiently help companies figure out what products and features are working and what still need refinement or, sadly, retirement.

We targeted developers, engineers and others working in product development at software and technology companies. The message: Build. Measure. Learn. Repeat. Sort of the mantra product developers live by. And Statsig has the platform to do it all faster and more efficiently than ever.

The ad campaign ran for about six weeks in San Francisco starting March 2024. Then many of the ideas were taken and built out to run in social media campaigns. As the ad agency working with startups who might not have run large awareness campaigns before, it’s our job to make sure every placement has the right message. Depending on where the billboard, bus shelter, poster or digital signage is along a customer’s path dictates what we may want to say.

Statsig has a great internal creative group of designers, marketers, social media managers and product folks who have a lot of great input and ideas. When an ad agency like Division of Labor works with startups who have their Series B investment and are ready to break out, it’s important to collaborate closely. Because these are the people who really know what their customers are thinking, feeling and doing every single day. They know the frustrations and how the product makes their customer’s lives better. So it’s the agency's job to listen first and listen always. A lot of the best ideas come from seemingly random comments.

The client was thrilled and reported, quote, “Solid website traffic and lead uptick, plus our AEs started hearing about the boards a lot in deals.”

While several sales were directly attributed to the campaign, “The campaign didn’t just drive conversions, it also drove conversations,” said Statsig’s head of Marketing, Elizabeth George.

The product developer community started taking pictures of the boards, posting them to LinkedIn and commenting on the messages. Some loving, some pushing back, but all talking about Statsig.