Social Media Case Study

Social Media Management For Celebrity MMA Fighter

Bas Rutten was looking to solve two specific problems when he began working with Wpromote.

Problem: Six Different Facebook Accounts Claimed to be Bas Rutten’s Page
Solution: Wpromote reached out to our contact at Facebook to merge all of the different Bas Rutten pages. By initiating communicating with the owners of the other accounts and performing behind the scene adjustments, the desired merger was accomplished. Bas Rutten now owns the official vanity URL ( and the fans from the previous pages were added to this account, instantly boosting fan numbers and improving brand authority.

Problem: Wanted to be Portrayed as an Actor Instead of a Fighter
Solution: A wide variety of messages were created for the Bas Rutten campaign, we wanted to prove the value of following or liking his page. Through testing and continuous changes to the messaging mix, we found that Bas’ fans engaged more when posts were about what he was currently involved with verses MMA related posts, making it easy to portray him in the way he preferred.

While these problems were being taken care of there were many other optimization and engagement techniques taking place:

  • New Badge was Designed with Appealing Branding & Information
  • Welcome Tab Created to Prompt People to "Like" Page
  • Developed a Shopping Cart Within Bas’ Fan Page
  • New Tabs Created to Further Inform & Engage
  • Daily Engagements Posted to Promote Appearances, Products & Videos
  • Timely & Continuous Response to Fans, Encouraging Further Interaction
  • Targeted Facebook Advertising, Reaching Over 6 Million Users
  • Optimized Twitter & YouTube Designs

The Results

Within the first three months of Wpromote managing Bas Rutten’s Social Media campaign, remarkable improvements were seen across the board.

4,587% Increase in Facebook Fans.
28% Increase in Twitter Followers.
147% Increase in YouTube Views.

About Bas Rutten: Bas Rutten is a retired mixed martial artist and kickboxer, who was the UFC Heavyweight Champion in 1999, a three-time King of Pancrase World champion and finished his fighting career undefeated in his last 22 fights. Bas is now a well-recognized color commentator, accredited actor, television host, coach and entrepreneur. In addition, he is a children’s fitness advocate on the Cartoon Network and a participant in the networks highly publicized “anti-bullying” campaign.

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