Muckle Media was appointed by global teams collaboration tools and service provider, AnywhereWorks, to deliver a creative campaign that increased brand awareness and backlinks on high authority websites.  


Muckle Media worked with AnywhereWorks to create a campaign that highlighted the benefits to businesses of outsourcing customer service and not using AI solutions.

The client’s objective was to increase brand awareness and backlinks on high authority websites and get AnywhereWorks recognition within the B2B space. 


To bring a subject to life that may be considered dry, we developed the campaign ‘Pledge People Not Bots’ – the initiative aimed to protect the role of people in business and save customer service from AI.

To mark the launch of the initiative, we brought the frustrations of bots to life with writer, actor and comedian Sally Phillips. The mockumentary-style video followed Sally as she learned just how difficult it is building a real connection with a supposedly helpful bot.

As part of the launch, we conducted research that found over a third (38%) of consumers problems are never resolved by automated services and a third (33%) of people have called a company thinking they were speaking to a person only to realise it was an automated bot. 

The campaign was launched across PR and AnywhereWork’s owned channels. The campaign was also launched internally to AnywhereWork’s global internal team with high quality merchandise sent to each employee as well as a social media lens to be used on LinkedIn. ​​


Since the launch, the campaign video has had nearly 800k 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. 

To date PR coverage has been generated across national, consumer and B2B publications including Metro, The i, The Sun, Yahoo, Maddyness with a piece confirmed in The Guardian, trade titles include HR News, International Business Times and 

Social channels across all AnywhereWorks brands grew over the campaign period and AnywhereWorks saw an increase of 130% in website traffic.