Build audience versions around one shared account
Build audience versions around one shared account of what the partnership makes possible, rather than developing separate stories for every channel. For Wimbledon and IBM, The Frameworks delivered an integrated campaign centred on an overarching documentary and five short-form videos, or "sets", focused on different aspects of the partnership's commitment to innovation. The content suite served internal and external audiences as well as sales enablement.
Interviews with IBM and AELTC team members, alongside archive footage, explored the passion, pride and commitment behind the Wimbledon experience. The Frameworks identified participants closest to the story, giving the campaign a shared foundation in the people involved.
Use that structure to vary depth without changing the central account: a longer film can tell the overarching story, while shorter pieces let audiences explore a particular aspect. For sales use, select the partnership detail relevant to the prospective customer's conversation rather than retelling the whole account.
Sources: How we navigated lockdown to deliver a suite of video content for Wimbledon and IBM, Match point: how The Frameworks created an integrated campaign for Wimbledon and IBM in two weeks