The Challenge

As the world’s digital infrastructure company, Equinix wanted to broaden its global thought leadership and further share its expertise in its operating markets. Equinix engaged APCO to conduct a research study that would attract media interest from key publications around the world, and provide insight for media, customers and prospects, into some of the biggest global trends in tech.

The Approach

In collaboration with Equinix, APCO devised and launched the Global Tech Trends Survey—an annual study that captures the opinions of IT decision-makers around the world on the biggest tech trends of the day. The study has grown over the years, last covering 27 markets across the Americas, EMEA and APAC, and forms a key part of the company’s annual thought leadership program. APCO Insight conducts all aspects of the research, including leading development of the research instruments, managing data collection, and interpreting and reporting results. APCO has also developed many of the associated materials for the launch, such as an e-book, global press release and tailored releases for several key regions. Local teams are provided with detailed reports including a full set of results for their market, used to create a long tail of media pitches, additional releases, market insight, social media content and sales materials throughout the year.

The Result

The survey issued in May 2021 achieved nearly 300 pieces of coverage worldwide in its first month—a remarkable achievement given the launch was at the height of the COVID-19 crisis. The survey’s assets attracted over 6,000 page views on the Equinix website and almost 600 downloads, again just in month one. Throughout the rest of the year, findings from the survey were referenced in hundreds more campaigns and trends-related coverage, further establishing Equinix as a global thought leader.