Introduction

Wimbledon’s social team pulled off 6,000 posts in six weeks, proving that speed, creativity, and trust beat perfection.

What’s the problem it solves?

Big events like Wimbledon need to share tons of content fast. The challenge is doing this without losing quality, creativity, or audience interest.

Quick Summary

Wimbledon’s social team treats their channels as the “front door” to the event, reaching far beyond tennis fans. With only two full-time staff and a scaled-up crew during the tournament, they managed nearly 6,000 posts, 2.7 billion video views, and over 2 million new followers.

Their secret lies in three guiding principles: “posted is better than perfect,” “emotion over production,” and their “campfire, bonfire, firework” content system. Campfire posts are quick, frequent, and consistent (like match highlights). Bonfire content takes more creativity and reaches beyond core fans. Firework pieces are big, ambitious productions designed to grab mass attention.

The popular “Overheard at Wimbledon” series is a perfect example of authenticity driving engagement. Filmed with participant permission, it shows natural conversations that feel real and connect deeply with viewers. The team also operates like a newsroom, staying reactive to unexpected storylines (like Iga Swiatek’s towel obsession) and amplifying them into moments fans love.

Most importantly, they trust their team and agency partners, limit approvals, and give people clear roles. This lets them scale output without bottlenecks while keeping content fun, authentic, and effective.

Key Takeaways

• Social is Wimbledon’s “front door” for both fans and new audiences.
• 6,000 posts in six weeks worked because of clear roles, trust, and speed.
• “Posted is better than perfect” beats slow, over-produced posts.
• Their content system: Campfire (frequent/easy), Bonfire (creative), Firework (big splash).
• Authenticity (like Overheard) drives deeper audience connection.
• Reactive storytelling adds extra magic to planned coverage.

What to do

• Think of your social channels as your brand’s front door, not just a highlights reel.
• Adopt “posted is better than perfect” to keep momentum and test in real time.
• Use a tiered content system (campfire/bonfire/firework) to balance volume and impact.
• Plan early, but leave space to react to live stories and trends.
• Empower your team with trust and clear roles to avoid bottlenecks.
• Prioritize authenticity over over-polished production-it connects more.

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