Company: AnywhereWorks, Portland, OR
Company Description: Work is what you do, not where you do it. At AnywhereWorks, we strive for a future of sustainable, inclusive, and effective communication. Founded in 1994, we now have employees across the globe, delivering tools and services to help businesses collaborate, communicate and connect.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Internet / Telecom
 Nomination Title: AnywhereWorks 2022 Pledge People Not Bots Mattering Campaign
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Feb 1, 2022
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 158 words used.
AnywhereWorks is the parent company of several B2B brands; all of which were created to help businesses become more flexible, sustainable and productive. This includes several live call answering brands, appointment scheduling software, a centralised digital learning platform, and a team collaboration tool.
Each brand was founded on the idea that business should provide a net benefit for people and the planet.
The challenge:
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To bring together the different brands with a clear campaign and message
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To highlight the benefits of prioritising human-driven customer service
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To encourage businesses to prioritise people in customer-facing roles over impersonal automated bots.
Key objectives:
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To tell a story that matters
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To reach 10k video views in the first month
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To increase website traffic to the AnywhereWorks website, increase backlinks from high authority and increase social media following
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Increase brand awareness/share of voice
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Recognition within the B2B space – in specific industries (e.g., IT, Finance, Real Estate, Construction, Healthcare) and more generally
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 249 words used.
To bring the subject to life, we developed the campaign ‘Pledge People Not Bots’. The pledge was a promise to protect the bond between consumers and brands by keeping business human.
To gain insights into the topic, AnywhereWorks commissioned independent research to learn about consumer attitudes to AI in customer service, and the impact poor customer service has on businesses.
The research found:
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84% of consumers want companies to disclose if they're using AI in their customer service.
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78% of consumers prefer to speak to a real person over AI.
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71% of consumers feel that AI does not improve the customer experience.
The results of the survey delivered the insights that shaped the ‘Pledge People Not Bots’ campaign.
To mark the launch of the initiative, AnywhereWorks brought the frustrations of bots – and the research findings – to life with writer, actor, and comedian Sally Phillips.
Working with video production company Objekt Films, they produced a mockumentary-style short film in which Sally learned just how difficult it is to build a real connection with a “helpful” AI bot: https://www.youtube.com/watch?v=N0HvOj_IeNc
AnywhereWorks hosted the campaign video on their YouTube channel, the website, and wider individual brand websites. Several brands in the AnywhereWorks family created a custom-branded landing page to host the hero video, showcase the research, and explain the importance of keeping people at the heart of businesses.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 133 words used.
To date, the campaign has generated PR coverage in over 250 titles across national, consumer and B2B publications including Metro, The i, The Sun, Yahoo, Maddyness, The Guardian, and trade titles including HR News, International Business Times and Law.com. The Metro interviewed Sally to discuss the campaign, resulting in an in-depth feature, and The i featured the story on page two in the paper and included all the stats from the research as an infographic.
Since the launch, the campaign video has had over 1 Million views on YouTube, with an average watch time of 1 min 54 seconds. The social cutdowns of the campaign video also generated over 250k views.
Social channels across all AnywhereWorks brands grew over the campaign period and AnywhereWorks saw an increase of 130% in website traffic.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 71 words used.
Youtube video link: Pledge People, Not Bots
PPNB web page: https://anywhereworks.com/pledge-people-not-bots
https://lh3.googleusercontent.com/1QdJbGutF2bNeEsAkoGgelH8BXaa1xMu7u6l7Bk2-lG29ED5U9kxEsRW-H1gZIFfPLhEdkXrs_Lo1H2YYe7-5RYUuSrl0oIQtXWH0qGQsmYCPWi2Rq-FM4duE79y-POpX4jMwVrgozYDVmuHtw
Ancillary brand landing page: https://www.answerconnect.co.uk/pledge-people-not-bots
Ancillary brand landing page: https://www.setmore.com/pledge-people-not-bots ;
Instagram posts:
Post 1 - https://www.instagram.com/p/CZbrkf1OxEu/?utm_source=ig_web_copy_link
Post 2 - https://www.instagram.com/p/CZwhx35MNdq/?utm_source=ig_web_copy_link
Post 3 - https://www.instagram.com/p/CZ4QKmMNIxx/?utm_source=ig_web_copy_link
Post 4 - https://www.instagram.com/p/CakvYfnO0jC/?utm_source=ig_web_copy_link
TikTok link: https://www.tiktok.com/@pledgepeople_notbots/video/7060180526845529350?is_copy_url=1&
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