Lessons in Branding and Engagement from The Rock

Written by: Jason Jacobson

From collegiate football player to worldwide super star, how The Rock parlayed his core strengths into a successful brand ….

In the most recent wave of Koski Research’s Engagement IQ, The Rock, Dwayne Johnson, scored an astounding 41.2. This is the third highest mark of all the celebrities we have measured, trailing only Ellen Degeneres (46.1) and Jimmy Fallon (41.2) and outperforming pop icons Taylor Swift (37.0) and Katy Perry (33.5). How does a collegiate footballer player turned superstar WWE wrestler turned TV/movie star become one of the most engaging personalities we have tested? The Rock’s famous catch line from his wrestling days is “Can you Smell What The Rock is Cookin?” Here’s his recipe for brand success.

A Method to Engagement

The Rock uniquely combines athleticism, confidence, strength, fierceness, sarcasm, playfulness, and benevolence. These core elements propelled him to prominence in the wrestling world. The Rock then strategically extended his brand:

First into movie roles that embraced his core persona in The Mummy Returns, The Scorpion King, and Hercules.

Then into roles that were more expansive in terms of stretching his personality as part of the Fast and The Furious

Then, in a huge 2015, he starred as an action hero in San Andreas (14th in gross sales thus far in 2015) and now as the lead sports agent in HBO’s 5th ranked show, Ballers, which was just renewed for another season.

Brand Extension Lessons

Stay True to Your Core: Throughout each phase and extension, The Rock brand has stayed true to his core elements.

Don’t Overextend: The Rock has eschewed roles that do not fit with his core elements.

Be Methodical: For more than a decade, The Rock has evolved his brand carefully and strategically. He has avoided the mistakes that have shortened the careers of many others.

Using Social Media Strategically to Cultivate Relationships

The Rock deftly uses Twitter (9.41 million followers) and Instagram (29.1 million followers, ranked 17th overall) to engage and build meaningful relationships with his audience. He generates buzz by constantly posting a mixture of personal and professional pictures and videos, workout routines, and behind the scene shots. Each post serves to enhance his core brand story through sincerity and authenticity.

In the end, this all translates in a high Engagement IQ score, reflected by the marks that.

78% want to have lunch with him

68% want to read an article about him

48% would post about him and 47% would like his page on Facebook

37% find him thoughtful, a high mark indicating brains as well as brawn