Love Island and Superdrug

Challenge

Superdrug’s brand challenge was to cement themselves as the go to destination for 16-34s, whilst increasing awareness of their own brand offering.

Insight

When it comes to influencing young people there's no TV show more powerful than Love Island, which inspires people to look and feel their best in summer. Superdrug wanted to be the vehicle to help the show's viewers feel 'summer ready', so the partnership with Love Island felt seamless and natural.

Idea

Superdrug's campaign strategy was all about 'fun in the sun', so year 2 was about bringing this partnership to life even further across all platforms, given the growing success of the show.

Implementation

We created weekly pieces of exclusive branded content, which were relevant, entertaining and fit the Love Island tone of voice perfectly. These included Q+As with the Love Island cast discussing Superdrug's own brand products, helping to boost brand popularity and drive their sales.

Superdrug were also official sponsors of the wildly popular Love Island app, through which viewers could vote and engage with the show. They wanted to be front of mind for Love Island viewers, and a central part of their experience whilst watching the show.

Superdrug were given exclusive permission to adopt Love Island's tone of voice throughout their social platforms, as well as revealing first look clips ahead of each episode. By partnering with Love Island, this allowed Superdrug's social channels to be the go to place for the show's hot gossip.

Results

  • 0 %
    Increase in spontaneous brand awareness
  • 0 %
    Increase in average brand image score
  • 0 %
    Increase in purchase intent
  • 0 %
    Increase in Superdrug brand search terms
  • 0 K
    Visits online after each show