WalkMe is the global leader in Digital Adoption Platforms (DAP), a technology that adds an intuitive, intelligent layer over any enterprise software, guiding users to complete tasks easily and correctly.

In 2022, WalkMe asked Rooster Punk to create a bold North American campaign to cut through a sea of tech noise and make “Digital Adoption” a term people could actually care about. Our mission: build emotional connection in a category built on functionality, and prove that enterprise software can have a heart.

The challenge

WalkMe had spent a decade defining a whole new category (Digital Adoption) yet many still saw them as a clever plugin rather than a transformative platform. They needed a campaign that reached both sides of the enterprise audience: frustrated end users and the CIOs responsible for their software investments.

The brief was clear: help the world understand WalkMe’s magic, without losing the humanity behind the technology.

The idea

We flipped the script. Instead of talking about humans struggling with software, we told the story from the software’s point of view.

Our idea “Software just wants to see you happy” imagined a world where software isn’t the enemy, but a well-meaning helper that just needs WalkMe to reach its full potential. The creative portrayed software as a frustrated observer, looking out through the screen at struggling users and wishing it could make their lives easier.

It was witty, empathetic, and instantly distinctive in a space dominated by jargon and feature lists.

The execution

We brought the idea to life through a cinematic campaign film, outdoor and airport media, and digital activations across San Francisco and New York City during the Thanksgiving period.

The film showed software “watching” real users, sighing, eye-rolling, and willing them to succeed, before revealing WalkMe as the solution that turns that frustration into flow.
 The supporting creative stretched across OOH, video, and social, with warm, expressive portraits of users paired with the line “Software just wants to see you happy.”

It was software storytelling with a human face, blending humor and empathy to make an invisible technology visible.

The impact

The campaign made WalkMe’s category feel human, emotional, and alive.

• +16% web traffic from North America
• +13% brand awareness
• 182,000+ YouTube video views

More importantly, it shifted perceptions, transforming WalkMe from an enterprise tool into a brand that stands for simplicity, empathy, and better experiences for everyone at work.