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Special Project

Special Project
From the 14th Annual Shorty Awards

WWE TikTok

Entered in TikTok Presence


Although WWE surpassed 1 billion social media followers in 2019, there was still uncharted territory and untapped engagement for WWE in the social media space. Enter TikTok, the fastest growing social-media platform in the world, which had also just celebrated its own 1 billion milestone, in total app downloads.

By launching its TikTok profile, WWE looked to extend its position as a global leader on social media, but more importantly, empower young fans to create and interact with WWE content in fresh and exciting ways.

Beyond establishing its presence in the community, WWE also kicked off an official partnership with TikTok that granted users access to entrance theme music for more than 30 Superstars and Hall of Famers. In doing so, WWE enabled the TikTok community to make shareable videos tied to sports-entertainment in a medium that is both fun and unconventional.

Strategy and Execution

WWE launched its TikTok profile on Dec. 13, 2019, heading into the weekend of the TLC: Tables, Ladders & Chairs pay-per-view. As the buzz grew around one of WWE’s most anticipated events of the year, it was a perfect time to make a splash with the announcement and WWE’s first TikTok featuring “The Boss” Sasha Banks, who made a quick transformation from street clothes to her Superstar ring gear for the big reveal.

In coordination with WWE’s TikTok profile going live, over 30 Superstar entrance themes were immediately made available to users, including “Stone Cold” Steve Austin, The Undertaker, Ultimate Warrior, Becky Lynch, John Cena and Sasha Banks, among others. Many more have followed. WWE’s original music was integrated into TikTok’s vast content library, providing fans a new means of engaging with their favorite Superstars.

Mixing up classic moments, in-ring highlights and amusing backstage skits, it hasn’t taken long for WWE has established a strong presence on the TikTok platform. WWE’s daily content blends popular music and matches the playful tone necessary to succeed. WWE also leverages emerging TikTok trends, creative video edits and surprise Superstar appearances — like Kofi Kingston, Drew McIntyre and Alexa Bliss — to keep viewers coming back for more.



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