WrestleMania 38

Objectives

For the latest edition of WrestleMania, DMM aimed to celebrate the biggest event of the WWE calendar by engaging fans on a cellular level every day of the week. 

We set out to give fans content that they crave from USA Network’s handles, which just so happens to be run by WWE fans themselves. During the weeklong campaign, we tapped WWE Superstars for activations that allowed fans to get to know them on a personal level, alongside custom creatives that gave our audience a chance to let their voices be heard. Each day, WWE fans were presented with any combination of live coverage, exclusive talent footage, bespoke creatives, and community management, all presented in the knowledgeable voice and tone of USA Network.

At the core of our strategy was the WWE fans. By focusing on creating content that they can’t get anywhere else, USA Network’s social handles became the go-to place for fans to get come together and discuss not only the exclusive content, but also the week’s events.

Results

By keeping the focus on the fans and the WWE product, USA Network far surpassed its efforts and results from the previous year. The weeklong WrestleMania 2022 campaign generated 5.5M views, 348K engagements, and 7M impressions–A 396% increase in overall metrics from the previous year.