Paul C. Brunson: A Case Study Part 3

July 19, 2017 by Karen Que

Part 3 Show Time

It was time.

After more than a year of preparing for this moment, Paul C. Brunson was going to watch his show “Help! I need love” premiere on ABC. But the hard work wasn’t over. Paul had to bring enough of an audience to convince the network to show the rest of the season.

Paul’s extended family, along with followers on social media and his ambassadors were prepared to support Paul in their own way. In Chicago, a core group of Paul’s tribe rented out a theater and sold tickets for the premiere. It sold out in two days.

Watch Parties

Watch parties were set up all over the country, both online and in people’s living rooms. Some people, myself included, participated in multiple watch parties at the same time. The ambassadors and Paul’s tribe were all eager to start Phase two and see the show they’d been talking about all week.

The day of the premiere, Paul did 10 interviews leading up to show time. Online parties kicked off an hour before the show started. Everyone had their DVRs set and were ready to start the conversation online.

During the show, everyone live tweeted their reactions using the hashtag #INeedLove, while tagging @paulcbrunson, @abcnetwork and @abcnews to ensure their participation was noticed. Each time the show took a break for a commercial, we’d discuss what happened so far on the show and at our watch parties.

The Results are In

In the end, #INeedLove was the third trending hashtag on Twitter and we created 45 million impressions on Twitter alone. The best part is that millions of people tuned in to watch. This unorthodox campaign actually worked! Not only did people tune in from the lead in show on just before but we were able to maintain the lead in audience and grow to just about 3 million viewers throughout the entire show which is what the network cares most about. Paul couldn’t be more pleased with everyone’s collective effort and these results.

What Paul did in such a short amount of time is truly incredible. He was able to take a tribe of fans and followers and put them into action. When someone motivates fans into action around one goal, it creates a true community.

Witnessing this process and going through the experience has been a mastermind class on how to put together a very effective grassroots campaign. People at the ABC network have told Paul they’ve never seen this kind of action for the premiere of a new show. I believe that this sets the precedence for how to launch a new show and will ultimately change how the industry does business. ABC and Paul are currently in negotiations to get more episodes aired so Phase 3 of this launch will soon be reality, stay tuned for that announcement.

Lasting Legacy

In the end, it’s about more than a show and the numbers. There was immeasurable impact by exposing and rallying around the plight of the single-mother. It’s about hope and a model for how to put that hope into action steps in the form of self-care, flirting skills, and shifting ourselves into a space where love is not only given but accepted fully within yourself and a relationship. You don’t have to be a single-mom to be touched by the positivity of Paul, his team, and the new way of embracing life that was highlighted in the show.

We also formed new relationships across the ambassador program and got so much positive exposure for our businesses. Through our common goals and values, we forged a connection, and this community is going to be able to do so many things now that we’re integrated and in action.

This is about creating a movement around wanting more out of the environment you create for yourself, whether that’s about wanting better quality programming on TV or whether it’s about whom you want in your circle and what values you want around you every day.

We are Just Getting Started

I’ve never seen a campaign pulled off with so much integrity, and it’s because Paul set the standard so high. His followers didn’t have to make false promises or mislead people about the content of the show. It was an authentic campaign.

What I learned the most from this experience is that the underdog can thrive and win when everyone comes together as one. In the end, it didn’t feel like work. I was just having fun with people who had the same values and a common goal.

We rallied around a guy we all like and the meaningful journey of single-moms around the globe. It started out with a show and ended up being about a community changing the way TV shows are promoted. It’s become something bigger in the world, and I just have this huge, big, fat smile on my face because I know that we made a difference and we are not done!

What do you want to see next from Paul and his  Ambassadors?

 

This post was written by Karen Que. Karen is a lifelong entrepreneur, business woman, wife, and mother who is on a mission to make her family a priority while enjoying immense business success on her own terms. Karen loves to break the mold by helping small business owners create an explosion of growth without losing their sanity. As the Founder and CEO of Q infusion LLC, she works together with small business owners to build their CEO skills, implement systems that create stability, and infuse big business thinking and strategy into their growth plans. You can connect with Karen on Twitter and Facebook.

2 thoughts on “Paul C. Brunson: A Case Study Part 3

  1. Julian

    Great case study Karen! You captured the spirit of the campaign perfectly in this post. It was a blast hanging together for the watch party, and yes, looking forward to the next phase of the campaign.

    Reply
    1. Karen Que Post author

      Awww, Thank you! This is a perfect example of the support this project has created. I appreciate you and look forward to what’s next!

      Reply

Leave a Reply

Your email address will not be published. Required fields are marked *