Research Campaign and Microsite

Digital / Strategy / Creative / Content / Social Media / EDM

Rackspace are the #1 managed cloud provider, offering hosting and cloud solutions for the leading cloud technologies, including; The Rackspace Cloud, Amazon Web Services (AWS), Google Cloud Platform, Microsoft Cloud, and many more. The business has grown alongside the cloud, and with their signature ‘Fanatical Support®’, Rackspace have become industry experts. This campaign focuses on the AWS division of the business and was fuelled by an important piece of research carried out by Rackspace; a survey to gather the current and future usage patterns of over 450 businesses that use AWS in the UK.

Torpedo were tasked with creating a microsite and supporting campaign assets to deliver the results to customers and prospects. The Rackspace AWS Future Insight campaign was created to share the research findings in an engaging way.  We created a bespoke profiling tool to enable visitors to benchmark themselves against their peer group from the research data. This tool was part of the high value content that was pushed out through paid and organic social, paid media and email.

The homepage features standout statistics from the research, visualised with animated graphs and impactful copy. Users can complete a condensed version of the survey to see how they compare to others in their industry. The tool captures the data collected from these new users taking the survey with the current data, to continually grow the research. The user is then presented with a summary report including personalised graphs, that are generated in real-time, displaying the peer group average and how they scored in comparison. Users are also presented with opportunities to sign up to workshops to improve their AWS knowledge and business strategy with Rackspace. New data gathered through the tool is available to the client to download via a dashboard in the CMS, which can be added to prospect lists.

The hub is also home to a content library, featuring thought leadership articles, whitepapers and infographics from AWS evangelists, industry specialists and Rackspace employees. As the target audience is diverse in terms of job role and AWS experience, the content is split into three categories based on skill set. This area of the site is accessible to the Rackspace via CMS, allowing them to have absolute control over the content, giving them the freedom to upload new articles as and when they want. Users will find best practise and technical advice to cover every step of their AWS journey. Social sharing capabilities are prominent throughout the hub, allowing the content to be easily amplified.

To drive users into the microsite, Torpedo developed campaign assets for several channels; social, paid, print and EDM. Torpedo utilised customer and prospect data to launch the campaign with a set of email comms. We also produced social media assets to be used for both organic social and paid, which ran across LinkedIn, Twitter and Facebook. Animated HTML5 banners were designed and built to deliver key statistics from the research to attract users from key online publications. And we produced print pieces to be used at events to promote the campaign, as well as print for internal promotion to tell ‘Rackers’ about the campaign.

The use of tracking pixels throughout the hub’s key events meant that reporting was simply collated in one place. After just 16 weeks, the hub has had just under 40,000 visits and the content has been viewed over 1000 times with 10% of those views leading to content downloads.

The Rackspace AWS Future Insight has been well received, even making it onto the AWS monthly newsletter. The hub will continue to evolve and has already generated a handful of key leads for the AWS Rackspace sales funnel.

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