Objectives

This summer, WWE celebrated the return of megastar and 16-time World Champion John Cena. The Leader of Cenation rose to prominence during WWE’s acclaimed Ruthless Aggression Era, establishing himself as one of the most influential and successful Superstars in WWE history.

Inevitably, Cena set his sights on conquering Hollywood and now has numerous box-office hits to his name, including “Bumblebee,” “Ferdinand,” “Blockers,” “The Suicide Squad” and many more.

Cena’s return to WWE was met with universal acclaim, and our dedicated WWE Media team did everything in its power to ensure that the monumental event received the dedication and exposure that it deserved while carrying out WWE’s constant objective of putting smiles on people’s faces.

Strategy and Execution

Upon learning that John Cena would be making his return, the WWE Media team immediately set out to do everything it could to take advantage.

Throughout the summer, WWE produced countless Cena-related content and published it to all of its social media platforms, including Facebook, Instagram, Twitter, YouTube, TikTok and Snapchat.

Additionally, WWE quickly announced that Cena would challenge Roman Reigns for the Universal Championship in a blockbuster main event at one of the company’s most important and most celebrated Premium Live Events, SummerSlam.

WWE promoted the dream match across all of its social media platforms, and the results paid dividends when SummerSlam was attended by 51,326 and viewed by millions around the world.

Results

• The episode of “WWE Playlist” that documents the road to SummerSlam for John Cena and Roman Reigns received more than 31 million views.
• The YouTube video “Cena makes shocking WWE Money in the Bank return” received more than 6.4 million views.
• A video of the full match of John Cena and The Rock taking on The Miz and R-Truth at Survivor Series 2011 received more than 118 million views. 
• Cena is the ninth-most followed athlete on social media.
• Cena has more than 17.2 million followers on Instagram, more than 13.5 million followers on Twitter, and more than 54 million likes on his official Facebook page.
• Prior to Cena’s championship match with Roman Reigns at SummerSlam, WWE introduced a filter on the WWE Instagram page that allowed fans to show off which Superstar they’d be backing.
• John Cena is the No. 1 most-followed active American athlete and the No. 5 most-followed athlete in the world on Facebook with over 54 million followers.

Media