Crowning the Crusher: How WWE Vertically Integrated a Nonprofit Partner via Social Listening

What began as a casual exploration of fan sentiment around a topic close to Chief Brand Officer Stephanie McMahon's heart turned into an audacious leap towards redefining vertical nonprofit integration into a marketing and content strategy, all thanks to the power of social listening.

Connor's Story:

Connor Michalek, a young WWE fan, had a fateful encounter with Stephanie during his Make-A-Wish experience at a WWE event. Battling cancer, Connor's journey would sadly come to an end. However, he left an indelible mark on WWE's talent and staff. To honor his memory, WWE created a video tribute. When the video leaked, WWE fans worldwide erupted with opinions about both the video and Connor.

Unleashing Social Listening:

My initial task? Simply to "see what people are saying about Connor." But the groundswell was too massive for manual monitoring. Enter Sprinklr and its ability to scale social listening. After some fine-tuning, we tapped into a treasure trove of data that would forever change WWE.

Fan Fervor:

Fans from every corner of the globe wanted to pay their own tributes to Connor. They sketched portraits, shared personal stories, and celebrated his life. More importantly, they told us what they desired from WWE. Amid the buzz, one idea gained traction: induct Connor into the WWE Hall of Fame. An unprecedented concept, as no fan, let alone a child, had ever received such an honor.

Turning Data into Action:

Compiling the insights, I presented a bold recommendation to WWE leadership. They saw the potential and urged me to keep forging ahead. Over the following weeks, I mapped out a timeline for Connor's Hall of Fame induction, ensuring it would be authentic and resonate with WWE's audience with continued social listening to anticipate reponse. This included aligning it with Connor's Cure, a new nonprofit partner with Connor’s namesake, and framing it as a "special entry" based on input from WWE fans via social listening.

The Strategy Takes Shape:

I crafted a strategy backed by fan data to ensure an authentic and impactful induction while further supporting Connor's Cure. Drawing from my experience in corporate social responsibility, live events, and communications, I suggested a grand unveiling in Connor's hometown of Pittsburgh, PA, just weeks before WrestleMania weekend, when the WWE Hall of Fame ceremony traditionally takes place.

Green Light from the Top:

WWE's leadership championed the initiative, taking my proposal to the CEO and Chairman of the Board, who also served as the company's content leader. The concept got the green light. Connor would make history as the WWE Hall of Fame's first-ever fan and child in a groundbreaking new category that celebrated individuals with unyielding spirit, often overlooked elsewhere.

The Grand Announcement:

In March 2015, with almost 3 million viewers tuned in live, WWE made the electrifying announcement: Connor "The Crusher" would be inducted into the WWE Hall of Fame. The heartwarming highlight package moved audiences. A few weeks later, Connor was officially inducted, generating extensive press coverage and driving a $250,000 donation surge from fans to Connor's Cure during WrestleMania weekend alone.

Conclusion:

This audacious move driven by the power of social listening reshaped WWE's nonprofit integration and marketing playbook. It showcased the immense impact of fan voices and demonstrated that even unconventional ideas could become reality. This is the magic that happens when data meets authenticity and the roar of the crowd drives meaningful change.