Goals and objectives
Generative AI has captured global attention, with companies like OpenAI, Anthropic, Meta, and DeepSeek dominating headlines for their advancements in Large Language Models. However, the infrastructure providers that make AI possible—such as Amazon Web Services (AWS)—often remain in the background. Despite offering a flexible, scalable AI platform tailored for businesses, AWS has struggled to be recognized as a leader in the AI space.
This campaign, developed by WP Creative Group for The Washington Post, aimed to elevate AWS’s profile in the AI ecosystem. The primary objectives were to position AWS as a thought leader, showcase its robust AI product suite, and demonstrate how its tools empower businesses to harness the power of generative AI. A secondary but equally important goal was to educate business decision-makers (BDMs) on how to effectively adopt AI technologies, navigate common challenges, and use AI to gain a competitive edge.
Surprising Insights
One of the most surprising outcomes was the sustained engagement across the entire experience. Unlike typical digital content where interest drops after the initial sections, this campaign maintained strong performance throughout. This success is attributed to the modular design, which broke down approximately 3,000 words of content into manageable, clearly labeled lessons and subtopics.
The campaign also saw a notable number of return visitors, indicating that audiences viewed the experience as a valuable, reusable resource. This extended engagement allowed AWS’s messaging to resonate well beyond the initial promotional window, reinforcing the long-term value of comprehensive, utility-driven content.