Objective Amazon Web Services LLC (AWS), an Amazon.com company, provides businesses around the world with a computing platform in the cloud. In 2010, AWS announced the launch of its first Asia Pacific office in Singapore. One of its earliest marketing initiatives was to raise awareness and increase engagement among its target markets across Asia Pacific.
Solution Working hand-in-hand with the Amazon Web Services Asia Pacific marketing team, a pan-regional demand generation campaign was conceived and launched - combining search, B2B social media, mobile and email marketing - to promote the opportunity of cloud computing and AWS's market leadership in this space. Technical challenges included integrating custom-developed campaign assets onto AWS's US-hosted content management system for a seamless user experience, and creating a local dashboard that gave the regional team access to a real-time view of campaign progress. The integration was instrumental in forecasting event capacity and event venue planning, especially as sign-ups frequently exceeded original expectations. The final result was a capacity crowd for all events with representative attendance from large enterprises, small medium businesses and startups in key countries across the region.