IBM Storage:influencer campaign

Owning thought leadership with millions of impressions.

For a recent campaign to raise awareness of a storage product line (previously known as Storwize), IBM encouraged us to push a few boundaries. Our response? To build a bold new thought leadership content stream around a group of savvy technology influencers. Meet the Wize Guys.

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The role of data in our lives today is pervasive, and is having a profound impact on key strategic decisions about how it’s collected, stored and shared. Our goal was to position IBM storage solutions as the most natural and flexible option for addressing these data challenges. And do this by connecting data decision makers to vital insights and wisdom. Wisdom from the experts in the form of The Wize Guys.

We created a visual look and feel for Wize Guys content – primarily videos, blogs and social tiles – that reflected the premium nature of the products and complemented IBM’s brand guidelines. This included a single-line drawing of each influencer to elevate their profile and make all assets recognisable.

After interviewing prospective Wize Guys and getting a feel for their most telling opinions around data, we refined their thoughts to inform the content. All assets were shared across LinkedIn, YouTube and Twitter via IBM accounts and the Wize Guys’ own profiles.

In just one month, the campaign had clocked some serious engagement. With views in the millions and a huge amount of interest from the audience, we raised the profile of the brand and positioned IBM Storwize as the “wize” choice when it came to storing data. We even had other technology influencers clamouring to be added to the Wize Guys team.

But, more than that, we created a campaign that bridged the gap between product and thought leadership by building on a theme that will remain relevant for the foreseeable future.

7.1 million impressions with a reach of 3 million in just one month
10 x higher engagement than the average for influencer campaigns
2 x higher engagement than competitor influencer posts
Generated the equivalent of a $200k paid media campaign organically

“It was and continues to be a very rewarding partnership working with The Frameworks. Delighted to have the team rising to the challenge of getting tech out of its comfort zone and be both original, out of the box and inspiring at the same time, while driving excellent thought leadership through social channels. Onwards and upwards!” Mihaela Stoian, Content Strategy Leader, IBM Europe

Illustrations by Pascale Guillou