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Dr. Phil

Social Commerce Early Mover

Seven Year Tenure as AOR for Dr. Phil

Agency of Record

JULY 30, 2019. Signature client Dr. Phil has hit 150 weeks as a top-rated syndicated talk show, the first talk show to do so since Oprah Winfrey departed syndication in May 2011.

Not only is Dr. Phil one of the United State’s most popular talk shows, but the brand is also a thought leader in the e-commerce space. Combining content, commerce, and community into a thriving promotional ecosystem, the Dr. Phil brand was one of the first businesses to develop what is now known as social commerce.

Social commerce is a subset of e-commerce that combines social networks and engaging content to promote sales. A diverse social commerce strategy may include a network of online forums and communities, editorial content, social media integration, and group shopping incentives. With this approach, brands are empowered to engage customers according to their social behaviors, motivate them to return to the website, and provide a platform for customers to discuss the brand online. Customers receive all the information needed to research, compare, and ultimately choose our brand over the competitors.

Emerging social commerce giants have recently thrown the trend center stage: like Pinduoduo, the break out company that grew to become China’s second-largest e-commerce player since it was launch in 2015. However, brands like Goop, Groupon, and Dr. Phil have been using the strategy years before it gained attention.

Signature was brought on to take the Dr. Phil brand platform into the 21st century.

PROGRAM COMPONENTS

Market Research
Consumer Profiling
Vision Roadmap
Marketing Strategy
Branding
Media Libraries
UX/UI
Data Modeling
Systems Architecture: AWS
Web Frontend
API & Backend
CMS
Q/A Testing
Ongoing Product Strategy and Management

17-Day Diet Book

Development of an Early-Days Social Commerce Platform

We developed Dr.Phil.com, an early-days social commerce platform that leveraged trending topics, active discussion boards, and editorial content to promote products and services featured on the Dr. Phil show.

Our first major success came with the 17-Day Diet book, one of the first products to be featured on the show with the support of the social commerce platform. The episode aired alongside editorial content, social media activations, and live conversations in the community forum–and within sixty minutes sold 300,000 copies.

Agency of Record

Development of the social commerce network, new products, and creative tools for the Dr. Phil team

The success of this project kicked off the development of multiple products and services built around the programming and online platform, leading to high performing wellness products, several books, a cosmetic line, and more. Signature continued to develop the social commerce network, new products, and creative tools for the Dr. Phil team: such as proprietary software that ‘listened’ to worldwide media and allowed producers to search for relevant topics for the show easily.

In Signature’s seven-year tenure as AOR for Dr. Phil, the brand grew into the commerce and entertainment powerhouse it is today. 

“Being entrusted with the Dr. Phil franchise and family businesses, we were inspired to push our team to new levels of innovation,” said John Gheur, Signature founder and executive lead on the account. “Our mission was to generate massive amounts of engagement, create shared success across the network, and develop an e-commerce platform that out-performed all past iterations. I think we’d all say ‘mission accomplished.’”

Outcomes

300,000

Copies sold within sixty minutes

Major success with the 17-Day Diet book with the support of the social commerce platform

7 years

Agency of Record

In Signature’s seven-year tenure as AOR for Dr. Phil, the brand grew into the commerce and entertainment powerhouse it is today