Many ppl don't mention the great work Shane Douglas did in ECW, but it was great, he was the ultimate heel insulted the ECW fans, other wrestlers, and claimed he was the best in wrestling.

So first I would move away from the A list actor stuff, keep the IC belt on him.

Next promo Have him list the names of the greats that have held the IC title, then say he is better than all of them. A he has done single more for the belt in x days (however days his reigns has been) that anyone has done in 20 years.

Another promo could is how he is living the dream of the fans and that is why they hate him, he started out as a fan, modeled himself into a headlining wrestler, married a hot wife and now is the greatest IC champ.

He could touch on some of that "safe soft wwe style" and flip and build off how it enabled him to live the dream for 10 years and counting.