Amazon Web Services

Social & PR

The brief

AWS wanted to engage policymakers, regulators and wider stakeholders across Europe by highlighting AI-powered innovation that delivers measurable benefit for people and planet, positioning AWS as a trusted partner aligned with European values.

What we did

33Seconds ran PR and produced the social strategy and content for AWS Pioneers, an integrated storytelling platform showcasing the people behind AWS customer projects rather than the technology in isolation.

The work covered 12 Pioneers across six European territories (France, Germany, Netherlands, UK, Italy, Sweden) and five sectors: healthcare, AI & productivity, climate & sustainability, scientific research & quantum computing, and humanitarian response.

All 60+ deliverables were produced by 33Seconds, distributed across AWS's own channels.

The result

The AWS Pioneers programme generated nearly 1 million LinkedIn impressions and over 520,000 video views, with multiple posts exceeding AWS's internal social benchmarks.

PR coverage secured by 33Seconds added over 33 pieces of earned media, including CNBC, Bloomberg, Forbes, LBC, The Next Web and AI Magazine, with combined circulation/MUU exceeding 104.8 million.

Pioneer stories were integrated with the launch of AWS's 'Unlocking Ambitions' report on AI adoption across Europe, amplified through spokesperson interviews and thought leadership from Tanuja Randery, Sasha Rubel and Alison Kay, and showcased at AWS Summit London and VivaTech Paris.

Two seasons have been delivered for AWS Pioneers, with a third currently in pre-production.