ITV Digital Studios were tasked with increasing brand awareness for Love Island, ensuring it was the most talked about television event of the summer. Digital was tasked specifically to attract 16-24 year old viewers.
Love Island has not only become ITV2’s most successful programme, but the most watched programme for 16-24 of 2017 on all channels. The social campaign has also become one of the most successful ever.
A bold design was established to gain maximum standout. We saw a six-fold increase in likes on Twitter. Behind-the-scenes exclusives on Instagram ensured the account tripled in size. and our Snapchat similarly became ITV’s biggest account with its stylised, eye-catching previews.
We created a daily preview, published natively, which became an unmissable moment in the day. The preview was watched on average 1.6 million times daily, as we created a real appointment to view, beginning the hype and excitement for that night’s episode.
We used social to re-educate our audience ways to watch, driving viewers to catch up or simulcast on The Hub. The series finished with a third of viewers watching via ITV Hub, making the unmissable TV event of the summer, unmissable on digital.