Turning complex data into a dynamic insight experience.

Rackspace had conducted a major piece of research into how UK organisations were using Amazon Web Services (AWS), capturing behaviours and future plans across more than 450 businesses. The opportunity was significant – but in a market saturated with reports and statistics, simply publishing findings wouldn’t create impact. The challenge was to transform the data into an engaging, accessible experience that would resonate with a broad audience, from technical specialists to business leaders. 

We reimagined the research as a digital-first campaign, built around a dynamic content hub designed to bring the insight to life. At its core was a bespoke microsite, combining interactive visualisation with clear narrative structure and intuitive UX. Animated graphs and concise copy made key findings easy to understand at a glance. To reflect the diversity of the audience, the experience was structured by role and skill level, allowing users to explore content relevant to them. A custom profiling tool added personalisation, enabling users to benchmark their organisation against peers with real-time, data-driven comparisons.  The hub was amplified through targeted email journeys, social media and digital advertising, all designed to drive engagement and traffic.

The result was more than a research launch – it became an ongoing platform for engagement. The campaign generated over 40,000 visits in 16 weeks, with 10% of content views leading to downloads. Just as importantly, the platform provided long-term value. With full CMS control and continuous data integration, Rackspace could evolve the content over time – extending the life and impact of the research. By transforming complex data into an interactive experience, Rackspace strengthened engagement, increased visibility and positioned itself as a leader in AWS insight and expertise.