Amazon Web Services

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 the planet, positioning AWS as a trusted partner aligned with European values.

What we did

33Seconds created The Pioneers Project, a multi-channel integrated storytelling platform showcasing the people behind AWS customer projects rather than the technology in isolation.

We produce the video content for digital channels, develop and deliver the social strategy and are the European PR Hub for AWS teams and Pioneers. 

The project covers 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.

60+ deliverables were produced by 33Seconds for social, as well as distributed across AWS's own channels.

The result

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

With more than 100 articles achieved, coverage has included CNBC, Bloomberg, Forbes, LBC, The Next Web and AI Magazine to name a few.

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.

'From the initial pitch to delivery, 33Seconds impressed us with strategic thinking, creativity, highly skilled production and overall campaign execution. 33Seconds are a bunch of highly talented and amazing individuals that we have really enjoyed working with’.

Alia Ilyas, Head of Policy Comms EMEA 

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