In 2012, WWE Superstar John Cena had a vision.
Cena knew that nearly half of his loyal followers were women, and he wanted to reach them in a way that was important to them. This is when the innovative partnership between Susan G. Komen and WWE began.
WWE launched its first cause marketing merchandise program with Susan G. Komen back in 2012 inviting WWE fans and Komen supporters to join the fight against breast cancer together.
Although the partnership started with the mission of raising awareness to the female fan base, over the years the partnership has developed into a fully integrated platform reaching our fans around the world.
This year, WWE and Susan G. Komen continued their partnership for the fifth consecutive year and shifted their focus to inspiring action. Komen’s new “Big Bold Goal” is a plan to reduce the nation’s breast cancer deaths in the U.S. by 50 percent in the next decade.
In order to accomplish this, Komen has established the More Than Pink movement, a campaign that celebrates the everyday heroes who have made a significant impact in the fight to end breast cancer and encourages everyone to move from awareness to action.
With this objective in mind, Susan G. Komen identified a list of heroes who are “More Than Pink,” and in early 2016, WWE Superstar John Cena was named one of the 35 More Than Pink influencers, along with other celebrities, athletes, advocates and medical professionals who are committed to finding a cure.
OUR STRATEGY & EXECUTION
To set the stage for National Breast Cancer Awareness month and the More Than Pink launch in October 2016, WWE and Susan G. Komen partnered together for the “Share Your Story” contest in May.
WWE and Komen asked fans to nominate someone who is doing “more” in the fight against breast cancer for a chance to win a trip to SummerSlam and be part of the 2016 Breast Cancer Awareness Month PSA.
WWE’s strategy was to develop a fully integrated, 360 degree approach utilizing all of WWE’s resources and assets to tell the stories of these breast cancer survivors and everyday heroes. These included WWE’s television and network programming, digital and social platforms, live events, merchandise sales, WWE talent, and employee communications.
Throughout the month of October, the WWE entrance ramp, ring skirts and digital signage was co-branded to promote the fight against breast cancer. WWE Superstars wore co-branded More Than Pink apparel in support of National Breast Cancer Awareness Month, and WWE donated to Komen 20 percent of all retail sales of the More Than Pink t-shirt sold on WWEShop.com and at WWE live events. Fans also had the option of donating $1, $5 or $10 upon checkout from WWEShop.com with all proceeds benefiting Komen.
Specific activations included:
More Than Pink merchandise will be sold on WWEShop.com through December 31, 2016, where 20% of merchandise sales will be donated to Susan G. Komen.
WWE extended an additional offer to donate to Komen at checkout for those who may not have purchased a More Than Pink item or for those that just wanted to donate more. This initiative was promoted via WWE Shop PSA, branded merchandise stands at WWE Live Events, rotating banners on site, social media, and e-blasts.
In support of Susan G. Komen’s partnership with Charity Network, WWE provided a trip for four to WrestleMania 32 in Dallas, Texas, including travel accommodations and other prizes as an auction item on http://Prizeo.com/WWE. This was promoted across WWE’s digital and social media assets
The More Than Pink campaign was integrated into WWE Broadcast programming throughout the month of October. This was the first time WWE incorporated the launch of breast cancer awareness month in both Monday Night RAW, on Monday, October 3, and SmackDown Live, on Tuesday, October 4. During both segments, WWE honored More Than Pink heroes and breast cancer survivors by name with custom WWE Women’s Championship titles.; another first for WWE and Komen.
Supporting elements throughout the month of October included:
- Five PSAs; including one Hispanic PSA for NBC Universo with their Spanish speaking on-air talent.
- WWE talent wearing branded More Than Pink merchandise, custom ring gear and pink running ribbons.
- Custom TV set elements, event signage, and announcer mentions.
TV promotion was featured in nine broadcasts and resulted in over 25M impressions for the month of October.
WWE Network & PPV
The WWE Network supported the More Than Pink campaign via the WWE Network and pay-per-view programming, including No Mercy and Hell in a Cell, potentially reaching more than 1.5 million subscribers on WWE Network.
During the month of October, 101 campaign PSAs ran, and will continue to throughout 2017. Additionally, campaign branding was utilized throughout each program in ways such as, talent wearing merchandise, digital TV set elements, branded Titantron and more.
During National Breast Cancer Awareness Month, WWE took advantage of its numerous digital platforms to garner almost 4M impressions. Digital support was a crucial part to spreading the campaign beyond the WWE programs and events. Assets included, but are not limited to:
- Rotating digital banners
- News feed placement on WWE.com
- Featured social media posts on WWE.com
- WWECommunity.com homepage takeover
- Photo galleries of behind the scenes and launch events
WWE had a holistic approach to using social media for all aspects of the Susan G. Komen partnership with weekly support from key talent including John Cena and WWE Chief Brand Officer Stephanie McMahon. Platforms utilized were Facebook, Instagram, Snapchat, and Twitter.
The most engaged posts included Snapchat videos for both live kick off events at Raw and SmackDown, and a custom Instagram story from the WWE account.
The eight SnapChat videos garnered over 1.2M views and over 450k screenshots.
The custom Instagram story rated fifth highest performing WWE posts with 3.9M views and 671K engagements.
WWE has more than 750 million social media followers and with more than 12 billion views on YouTube in the past 12 months, WWE is the #1 sports channel on YouTube ahead of the NBA, MLB, NFL, NHL, ESPN and NASCAR and FIFA
Live Events/Komen Affiliates
In support of More Than Pink, WWE worked with Susan G. Komen affiliates in local markets. The partnership successfully activated in 13 WWE Live Events and nine in-market activations that included tickets, tabling opportunities and in-arena announcer mentions with logo placement on in-arena screens.
WWE made appearance at Susan G. Komen events to show support and hosted receptions prior to the launches in Monday Night Raw and SmackDown Live.
In all of it efforts to continue to positively grow the partnership, WWE showed its support all the way from headquarters. WWE HQ celebrated Breast Cancer Awareness month through numerous efforts.
- Desk drop to all employees
- Business partner e-mails
- HQ and TV Lobby Banners
- Komen Running Ribbon stickers
- Co-branded Flag at Tower
- Co-branded door decals
- WWE has raised more than $1.6 million for Susan G. Komen during our five-year partnership.
- WWE generated $5.4M in in-kind media support to the Susan G. Komen partnership in 2016.
- The campaign successfully had over 780M impressions via all channels of activation.
- Through WWE’s storytelling, the More Than Pink partnership campaign lead to more than 10 million actions from social media engagements, to donations, auction entries and merchandise purchases.
- The campaign PSAs on WWE’s social media accounts resulted in over 1.2M views. The custom Instagram story and SnapChat story gained 5.1M views.
- WWE TV integration was successful with over 25M broadcasting impressions.