top of page
LD_LOGO_ONLY.png
Contact

UpUpDownDown Social & Community Growth

Scaling WWE’s gaming channel into an award-winning community brand

COMPANY

WWE

ROLE

Social Producer / Video Editor

PLATFORMS

YouTube, Instagram, Twitter, Facebook

LOCATION

Stamford, CT

72eaa51b-47a0-424e-856f-d4cb6e5048d4_rw_1920.jpeg

The Challenge

UpUpDownDown is WWE’s official gaming and nerd culture YouTube channel, hosted by WWE SuperStar Xavier Woods. As the brand expanded beyond YouTube into daily social publishing, the goal was to strengthen its voice across platforms, deepen community engagement, and compete within the broader gaming and esports landscape.

  • Translate WWE personality into gaming-native social tone

  •  Increase fan participation across platforms

  • Support daily publishing while building larger campaigns

Screenshot 2026-02-26 at 4.50.03 PM.png
maxresdefault.jpg

The Idea

Build a social-first content engine that combined daily short-form edits with interactive fan campaigns, promotional storytelling, and personality-driven creative that felt native to gaming culture.

  • Use daily social clips to amplify YouTube and livestream content

  • Launch interactive voting campaigns and tournaments

  • Develop promotional content that blended comedy and wrestling energy

IMG_6387.MP4

The Execution

I produced and edited daily social content, event promos, livestream campaigns, and YouTube episodes while managing community engagement and maintaining brand voice across platforms.

  • Edit and publish daily social-first content

  • Write and produce promotional videos for livestreams and shows

  • Manage fan engagement and sponsor interaction across platforms

IMG_6333.JPG

The Role

As Social Producer, I owned content creation and campaign execution, working directly with WWE talent and maintaining the voice of the brand across social channels.

  • Produce and edit daily content across platforms

  • Collaborate with WWE talent on promotional content

  • Spearhead social campaigns driving audience participation

The Results

The social strategy helped expand audience engagement and strengthen UpUpDownDown’s presence within the gaming community, culminating in the channel winning Esports Content Creator of the Year at the 2020 Esports Awards.

  • Led campaign supporting 2020 Esports Awards win

  • Increased fan participation through voting tournaments and livestream promos

  • Maintained daily publishing cadence across platforms

EsportsFinalist_IGStory_2021.jpg

Selected Work

Element Didn’t Load
Due to a technical issue, we were unable to load this element.
Check your internet and refresh this page.
bottom of page