The Rock's Influence: A Report on Social Media Marketing Strategies

This report analyzes Dwayne 'The Rock' Johnson's influence on social media, specifically focusing on his Instagram presence and marketing strategies. The report examines his promotional content for brands like Under Armour, motivational posts, and engagement with his followers over a three-week period. It explores how The Rock integrates promotional activities with motivational content to engage his audience. The report also highlights the role of influencers in modern marketing, emphasizing their ability to connect with consumers and elevate brand stature. By examining The Rock's social media activities, the report provides insights into the effectiveness of influencer marketing and its impact on brand promotion and customer engagement. The report concludes by summarizing the significance of influencer marketing in the modern business environment and the Rock's effective utilization of this strategy.

Running head: POWER OF INFLUENCERS
Power of Influencers
Name of the Student
Name of the University
Author Notes:

1POWER OF INFLUENCERS
Table of Contents
Introduction to Influencer..........................................................................................................2
Weekly activity..........................................................................................................................2
Week 1...................................................................................................................................3
Week 2...................................................................................................................................3
Week 3...................................................................................................................................4
Part in IMC.................................................................................................................................4
Conclusion..................................................................................................................................4
REFERENCES...........................................................................................................................6

2POWER OF INFLUENCERS
Introduction to Influencer
Among numerous influencers, Dwayne Johnson, better known as The Rock is an
influencer who cannot be compared with any other influencer in the world. He has a huge
base of fans word wide (In front of the Millions… and Millions of fans all over the world), as
a result of which anything eh shares on social media can be deemed to be an influential
activity. The Rock is among the highest paid actors in Hollywood, has made numerous block
buster movies, has been one of the top performing wrestlers in the World Wrestling
Environment and in philanthropy. The Rock is one of the most followed celebrities on
Instagram and has more than 158 million followers on Instagram (Therockgear.com, 2019).
He also has 57.7 million likes on his official Facebook page and around 13.8 million accounts
following The Rock’s twitter handle one Twitter (Therockgear.com, 2019).
Weekly activity
I have been following the Rock on all the social media platforms from the beginning
of my presence on all the social media platforms. I am personally hooked to Instagram and
Instagram is the medium through which the Rock communicates to his fans more frequently.
I have been tracing the activities of the Rock on Instagram for more 6 year now and have
been highly influenced by the content that the latter shares on Instagram. The content that is
shared by The Rock on Instagram are promotional content for the brands that he is associated
to, Under Armor being the most extensively communicated brand. As a result of this
assignment is, I have come across the activities that The Rock carries out through Instagram
on a regular basis. The activities that the latter carries out is not just promotional content, it is
much more, throughout the weeks it has been found that the Rock has been communicating
about, values, culture, motivation and how to overcome adversities in life.

3POWER OF INFLUENCERS
Week 1
The content that was uploaded this week was diverse. A video was highlighted which
highlighted in which the Rock and Danny Garcia, his ex-wife with whom he is currently
partner of the production house called Seven Bucks Production highlighted an event that was
being conducted by the latter organisation. The latter was charitable in nature, aimed to bring
together families and encourage fitness.
One of the most striking posts that was made by The Rock this week was a throwback
picture with the deceased actor Paul Walker. Here the rock talks about value and friendship.
That post was followed by a video of him working out with his Under Armor fitness gear on.
This was a promotional video that was carried out in order to Promote #ProjectRock2. After
being able to engage the followers through motivation and value, the promotional content
from Under Armor was planned to generate maximum views. The week ended with a picture
of the people’s choice award were The Rock was nominated in 5 categories.
Week 2
The week started with promotion regarding the HBO series that the Rock stars in
called Ballers. It can be found that The Rock pays attention to all the association that he is a
part of and caring for all the segments of his fans. The next post highlighted The Rock
appearing in an interview with Wall Street Magazine. The post mentions about his tough
times and the road to success. The post was both inspirational and promotional on behalf of
Wall Street Magazine. There was another post by The Rock on #ProjectRock2 after which
there was a promotional post. The post was regarding the TITAN games founded by The
Rock himself. It was a post that was highly competitive in nature as it compared and had a
competitive notion against The American Ninja Warrior Show. The week concluding post
was a post that features a young female training and the focus of the video was for creating
promotional content for Under Armor.

4POWER OF INFLUENCERS
Week 3
Most of the Posts that were uploaded on week 3 were regarding the Under Armor’s
#ProjectRock2. One post came from the Iron Paradise that is The Rock personal gym, were
he talked about the biggest ever collection that had been produced by the company. The name
of the new collection of fitness gear and the campaign was revealed. The week ended with
more promotional content for Under Armor. The Rock moved back to influencing the
millions through a throwback picture of himself with his friends when he played College
Football. The last week was full of promotional content gearing the followers up for
#ProjectRock2.
Part in IMC
The modern business environment has become highly competitive (Abdollahzadegan
et al., 2013) As a result of the same, companies can no longer just trust the traditional
marketing mediums for their activities. Even digital forms of marketing fall short of in
effectively communicating the value proposition of companies. This, has given rise to the
advent of marketing with the help of influencers (Veirman, Cauberghe & Hudders 2017). It
can be said that marketers need to engage customers with value and ethics. It must be
recognised that human needs call for human responses. The Rock has excelled in being a true
ambassador for all the companies or brands that he is a part of. Companies look for brand
ambassadors who can elevate the stature of the company (Jones & Kornum, 2013). Hence,
the Rock can be deemed to be an individual who is perfect, with unparalleled charisma,
charming attitude, spreading motivation across millions of followers. The Rock needs no
training in communicating a message clearly, he is a master in the same and hence the
success is justified.

5POWER OF INFLUENCERS
Conclusion
On a concluding note, it can be said that the modern marketing environment has
called for a need of adopting unconventional marketing tactics. The Rock is an influencer
who needs no second introduction. He has millions of fans globally who he influences
through the posts he makes on Instagram. The Rock’s Instagram was analysed for the last
three week and it was found out that his post included Promotional content for all the
businesses he is associated with apart from motivational content for engaging the masses.

6POWER OF INFLUENCERS
REFERENCES
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The organizational critical success factors for adopting cloud computing in
SMEs. Journal of Information Systems Research and Innovation (JISRI), 4(1), 67-74.
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram
influencers: the impact of number of followers and product divergence on brand
attitude. International Journal of Advertising, 36(5), 798-828.
Gyrd-Jones, R. I., & Kornum, N. (2013). Managing the co-created brand: Value and cultural
complementarity in online and offline multi‐stakeholder ecosystems. Journal of
Business Research, 66(9), 1484-1493.
Instagram.com. (2019). @therock • Instagram photos and videos. Retrieved 3 October 2019,
from https://www.instagram.com/therock/
Therockgear.com. (2019). Follow Dwayne "The Rock" Johnson on his Official Social Media
Accounts. Retrieved 3 October 2019, from https://therockgear.com/follow/