DAZN, the Canelo vs Billy Joe Saunders meme attack

DAZN wanted UK boxing fans to care about Canelo vs Billy Joe Saunders and sign up to its service, but the fixture had little going for it. Saunders had a small fanbase and a controversial image, and the fight aired at 4am UK time, so there was little organic momentum to work with. Sports streaming services rely on event hype to drive sign-ups, and this event offered almost none. Socially Powerful's read was that fans share personality-driven moments, not fixtures, and that Saunders, his friend Tyson Fury and promoter Eddie Hearn were likely to generate viral moments during fight week even if the contest could not.

The idea was the Meme Attack, a meme-driven influencer campaign that turned fight-week moments into shareable social content for boxing fans. Content ran throughout fight week across Instagram and Twitter, capturing and amplifying moments as they happened, with influencers distributing the meme content to boxing audiences alongside a campaign trailer. Building the campaign around the personalities most likely to spark reaction gave the content a reason to travel beyond either boxer's existing following.

The logic was that when an event lacks organic momentum, the personalities around it can carry the promotion, and pairing influencer marketing with content distribution treats reach as a system. Content ran on Instagram and Twitter. Socially Powerful reports 13M impressions, 12M views and 50K clicks driving traffic toward DAZN sign-ups, but all figures are self-reported, the clicks measure traffic rather than completed subscriptions, and no downstream subscription data is available.