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And sometimes the talent, one way or another.
For example, it can be argued in the case of Hulk Hogan at the height of Hulkamania, the Gimmick was bigger than the promotion. Not arguing if he was the cause or whatnot, just saying his pop-culture crossover appeal became the vehicle to help grow the WWF to become national, not the other way around, so there, Gimmick would be 1.
Meanwhile, you have something like Zayn v. Nakamura on Shinsuke's NXT in-ring debut. There was very little build, no angle whatsoever, a single 10 second canned promo for Shinsuke's reveal, and very little* gimmick on either side. The match was able to speak for itself, and it didn't need anything else thrown in. It was allowed to be its own thing and happen under its own merits.
*Nakamura did his thing he was already doing, and Zayn's whole schtick was that he "went around the world looking for competition". There were no attainable stakes or championships or getting a woman for 30 days or anything else attached to this match.
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