AEW ON TV
Role: Social Lead
The Ask: Warner Bros. Discovery approached STN Digital to create and launch social accounts for All Elite Wrestling upon becoming the organization's official broadcast partner in 2019. From 2019 to 2022, STN served as AEW on TV's agency of record, before transitioning into a strategy, ideation and creative execution partnership from 2023 to present.
The Work: The partnership with AEW on TV has been all inclusive, from brand tone and voice development, to campaign strategy, creative execution, live coverage, community management, and social posting. The account is the perfect demonstration of a successful balance of lo-fi, platform native content with high-lift creative.
In 2022, I led the strategic revamp of the brand's TikTok account, transforming the page from being just another highlight reel to instead lean into the creative formats, audios and trends unique to TikTok.
The Results: The TikTok pivot resulted in an increase of 56.8k new followers (+72.6%), an 85.2% increase in engagement, and a 371% increase in engagement rate.
https://www.tiktok.com/@aewontv/video/7151120842087435566
https://www.instagram.com/p/Chm6H5-FUHl
https://www.instagram.com/p/CdJOGTdAhjp/?utm_source=ig_embed&utm_campaign=embed_video_watch_again
https://www.instagram.com/p/DESSJcfoufM
https://www.instagram.com/p/CjWbjdGA97g
https://www.instagram.com/p/CeovScQlO40
https://www.tiktok.com/@aewontv/video/7115125161937898795
https://www.tiktok.com/@aewontv/video/7143683366267718958
AEW Undercover
A highlight project from working with AEW on TV is our "AEW Undercover" stunt at AEW Revolution. Unbeknownst to the rest of the AEW roster, we disguised AEW star Don Callis in full prosthetics, hair/makeup and costume to go behind the scenes interviewing and trolling his fellow wrestlers.
The stunt led to a long form YouTube video, multiple social cutdowns, fan UGC content, and earned media from multiple sports/wrestling publications.
WIPEOUT
Role: Social Media Manager
The Ask: With fan-favorite series "Wipeout" returning to television in 2021, Warner Bros. Discovery came to STN Digital looking for a partner to revitalize the series on social media for a new generation
The Work: Throughout STN Digital's partnership with Wipeout, we shared bi-weekly content ideation, daily content planning, and posting across Instagram, X, Facebook, and TikTok. We executed live coverage of episodes, provided community management, posted real-time memes, and shared best-in class social graphics. The social strategy here emphasized the nostalgia of the beloved show, fan engagement through social stunts, and allowing the ridiculous footage to speak for itself, only plussing it up creatively when the time was right.
The Results: Our work generated over 3.4 million engagements and led to an increase of 718k new followers.
Snowpiercer
Role: Social Media Manager
The Ask: During the second and third seasons of TNT's drama series "Snowpiercer," Warner Bros. Discovery was looking for STN Digital to help fuel fan theories and lean into the heated discussions and predictions between weekly episodes.
The Work: I took over the u/TNTIntern account on Reddit, partnering with the r/Snowpiercer moderators to unleash chaos within the Subreddit. As TNT Intern, I immersed myself in the show and its lore, allowing for heated back and forths with fans deep in threads, teasing major reveals and upcoming episodes, and engaging social stunts to build hype for the series.
The Results: In Season 2, we saw a 31% increase in r/Snowpiercer community growth on Reddit. TNT Intern’s Subreddit karma, (a user’s score) grew by 430% compared to the previous season, and post volume increased by 320%.