Amplify Love Island campaigns
This summer, the hugely anticipated 7th series of Love Island is back and we can’t wait!
We are so excited to have brands at the heart of the nation's favourite dating reality show. To truly tap into the strength of your TV partnerships, we want to highlight the power of social using Love Island as an example, and share our learnings on how best to get the viewers, your consumers, interacting to expand your campaign beyond the broadcast.
WHY
Love Island is one of the most talked about programmes on TV
Daily tweets significantly increased during the Summer Series 2019. Brand partners saw significant buzz around Love Island, including 16.8 million impressions and 37k mentions.
Love Island was the most talked about TV series of 2019 on Twitter with a total of 8 million tweets. Love Island drives behaviour and action among viewers.
25% Increase in daily Twitter volumes
65% Used social media whilst watching
#1 Love Island was the #1 programme talked about on Twitter.
WHO
An active social audience with a high number of connections
Certain behaviours are more common around certain shows – brands should leverage these natural behaviours rather than trying to force others. 55% use the internet to find out more about programmes/people seen on TV.
47% use the internet to find out more about a product/service seen on TV.
38% visit the TV channel programme website
33% participate in a TV programme game/vote
31% comment on social media sites about the programmes they are watching
29% make a purchase online after watching an advert on TV
Love Island viewers significantly over-index against the most valuable social segments
CONNECTED DABBLERS
Have a high level of connections across social media networks. Tend to follow brands on social media – less likely to post reviews about products/brands.
CONNECTED ENGAGERS
Have a high level of connections across social media networks, follow brands on social media, and post reviews about products and brands online.
PASSIVE SOCIALITES
Have a high level of connections across social media networks but do not follow brands on social media or post reviews about products/brands.
ONLINE EXPERIMENTERS
Have a low level of connections across social media networks – sometimes post reviews about product/brands online and follow brands on social media.
CREDIBLE CONTRIBUTORS
Have an average level of connections across social media networks and follow brands / post reviews online.
SOCIAL SPECTATORS
Have a medium level of connections across social media networks but do not post reviews.
WHERE
The main social accounts have over 1 million followers
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Instagram has 3.1m followers
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Youtube has 1.4m subscribers
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Facebook has 1.3m followers
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Twitter has 1.1m followers
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Tiktok has 463k followers
WHEN
Conversation around the show is ‘always on’
Buzz on social media peaks throughout the series
Especially when compared to our dramas which are more ‘lean back’ occasions
Love Island provides those ‘watercooler moments’ across the entire day, not just within the broadcast window.
52% Of Twitter conversation happens inside the broadcast window
48% Of Twitter conversation happens outside the broadcast window
WHAT
Social content should take three key learnings into account
Our Partner
Pulsar is an audience intelligence company. They help organisations understand their audiences and create messages that matter to them, by combining conversational and behavioral data from the world’s leading digital sources, with vertical AI, and smart human minds.
Our Approach
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Fieldwork 11th May – 31st August
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Platforms such as Instagram, Twitter and Facebook
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15.7m mentions gloabally
Three things to consider...
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Be active and maximise your status as a partner
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Tailor your content to each platform
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Be a super fan of the show
The brand partner that followed this framework had the best social performance in 2019
Be active and maximise your status as a partner
To create the best brand performing partner, tailor your content to each platform. Different content works for different platforms.
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Competitions
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Behind the scenes content
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Longer content than Twitter and Instagram but shorter than YouTube
Twitter
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Memes, memes, memes!
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Promo codes
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Short form content like text and gifs
Instagram
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All about the products!
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Giveaways
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Longer content than Twitter but shorter than Facebook and YouTube
Be a super fan of the show
A clear strategic link is the key to a successful partnership as it has a strong relationship with consideration.
Get in touch
If this has sparked your interest, get in touch with us today to find out more about how you could partner with one of our shows.
