Case Study •• Social Media Management
Full-account management across Facebook, YouTube, and TikTok for Bas Rutten
Bas Rutten is a UFC Hall of Famer, actor, commentator, and the inventor of the O2 Trainer. He came to us with strong name recognition and a global fan base, but his digital presence wasn’t keeping up with who he was or where his career was heading. He needed consistent, strategic social media management that could work around a packed schedule of film work and live events, not slow him down.
Over 12 months, we built and ran a social media program across Facebook, YouTube, and TikTok that grew his audience, deepened his fan relationships, and generated nearly $10,000 in new YouTube revenue along the way.
The strategy was built around one core insight: Bas’s audience wanted access to him, not just content about him. Fight breakdowns, personality-driven clips, behind-the-scenes moments, humor. Content that felt like Bas, not like a brand account trying to sound like Bas.
We set up a simple pipeline so he could send raw footage from wherever he was, on set, at events, between commitments, and we handled the editing, posting, and community management. When his schedule didn’t allow for new content, we repurposed archival fight footage, old TV interviews, and instructional clips into fresh, platform-optimized posts that performed just as well.
Every platform got its own treatment. Facebook and YouTube got longer-form content and community engagement. TikTok got short, punchy edits built for the algorithm. We responded to comments, encouraged shares, and treated his fan base like a community rather than a number to grow.
Over a 12-month period of consistent posting and engagement, growth was substantial across every platform.
Individual reels reached up to 1.1M views organically, with thousands of likes, shares, and comments.
We built the TikTok presence from zero. In 10 months the account grew to 34,000 followers organically with no paid spend, blending archived highlights with new commentary clips until it found the right rhythm for the platform.
Across all platforms, the monthly active audience now consistently exceeds 220,000, which strengthened Bas’s visibility ahead of a major movie release and his Karate Combat appearances.
The work for Bas went past social media. We built and trained a live customer support chatbot for the O2 Trainer website, educated on the product through hundreds of hours of O2 Trainer training videos and dozens of pages of documentation. Customers who used to email the company and wait for a reply now get answered on the spot.
Over 7 months, the chatbot fielded 160 customer service emails that would otherwise have landed on a one-person support team, answering them directly and faster than a single person could keep up with alone. That meant better, quicker support for customers and meaningful savings for the organization.
“David’s understanding of digital marketing strategies, combined with his passion for creativity and AI, is nothing short of outstanding. The chatbot David built and trained for our website was amazing, and the results spoke for themselves. When faced with challenges, he doesn’t panic. He strategizes.”
Bas Rutten, UFC Hall of Famer & Founder, O2 Trainer
The biggest driver wasn’t any single viral moment. It was consistency and access. Fans showed up because the content felt like Bas, because we were actually talking back to them, and because the pipeline we built meant the accounts never went dark even when his schedule did. Repurposing older content was as effective as posting new content, sometimes more so, because fans who found the channel recently were discovering those fights and interviews for the first time. Steady output plus active community engagement compounded into reach, loyalty, and close to $10,000 in new organic YouTube revenue.
Let us start with a quick, free intro call. I will look at where you stand and we will talk through what the right next step looks like.
