Shoppers World needed expert guidance for its "Undercover Boss" casting and PR services to promote the episode. This campaign pitched local media, created a media advisory, secured news coverage, and managed Shoppers World’s social media during the broadcast. As a result, millions of people throughout the country watched the episode air live and Twitter engagement took off as celebrities tweeted about the brand on social media.
The business challenge
Shoppers World, a family-owned discount department store chain, had 40 stores in 11 states and wanted to grow to 500 stores nationwide. To develop the best insight, CEO Sam Dushey decided to gain firsthand experience by working in the store aisles with store employees – without being recognized. Dushey needed expert guidance for the "Undercover Boss" casting process and to promote the episode.
This multifold campaign first pitched and got Dushey on "Undercover Boss." It then developed a plan to pitch the local media in cities where Dushey went undercover, industry trade media for retail stores, and business trade media so that he could share his experiences and insights. The campaign also secured additional news media coverage to tell Dushey's story of going undercover and the episode’s premiere. Throughout the broadcast, the campaign managed Shoppers World’s social media accounts and created an "Undercover Boss" specific Pinterest board.
In addition to earned media coverage, more than 8 million people throughout the country watched the episode air live on CBS.
During the episode premiere, social media was buzzing:
- Twitter engagement took off under #ShoppersWorld and #UndercoverBoss.
- Celebrities chimed in on social media. Larry King tweeted to his followers about the "Undercover Boss" episode, and Montel Williams engaged with Shoppers World through a series of tweets.