What Love Island Can Teach Us About Our Marketing Strategies... Part II
It may or may not be your cup of tea, but the biggest show of the year has been back on our screens. As our loyal readers will remember we wrote a Love Island post this time last year (which is still our most popular article yet!).
Again, viewing figures for the show soared and the social media buzz was high - every marketers dream! In 2017 we wrote four lessons we could take from the show. So, now we take a look at last years analysis and compare it to this years.
Lesson #1: Know your audience
Both last year and this year, the show created an array of words and catchphrases which have become synonymous with Love Island. Fans of the show have adopted this language and whilst sometimes it may not be right for brands to use this more casual tone of voice, if used in the right way this language can make brands more relatable and build upon a stronger connection with consumers. Brands that empathise with their audiences likes and dislikes are more likely to experience higher engagement rates.
Lesson #2: Be reactive
Last years show demonstrated the many brands were keen to get in on the Love Island action, but this year we saw many more jumping on the bandwagon. Brands from In The Style to Chessington World of Adventures have been proving that a reactive marketing strategy can be extremely rewarding.
Chessington commissioned Danny Dyer (that’s Dani Dyers Dad of course), to narrate its social media series ‘Penguin Love Island’. It's a fast moving world, so acting upon current happenings and trends is vital to being present in a consumers mind and consideration set.
Without a doubt the most successful brand relationship with the show was Missguided. Last year they created unique sharable content via email, social channels and in-store events. This year the brand struck a deal to style all of the contestants in the villa! Because of this, the brand allowed consumers to shop the outfits they saw on screen via their social channels. Missguided posted the contestants outfit details after each episode aired, to capitalise on maximum interest. They realised the huge exposure they would receive by doing this, and were able to use the contestants as influencers before they even left the show. Missguided reported an increase of 40% in sales during Love Island airing time, detailing that aside from Instagram, no other platform allows them to gain such a large reach with the same efficiency as the show.
Lesson #3: Engage and converse
Scrolling through Twitter between 9-10pm whilst the show was on and you’ll know it was going off as much as your group chat. The fans of the show liked to constantly tweet throughout the episode, with their opinions, annoyance, and some of the best memes ever.
This gave Love Island and ITV2 great opportunity to interact with these users whilst they were fully engaged with the channel. They did this well by tweeting, replying and teasing with cliff-hangers during breaks. This is a perfect example of creating shared moments with their audience, to know that fans of the show are enjoying the same collective experience - ultimately this created a strong a loyal community.
Lesson #4: Leave your audience wanting more
Last year we touched upon the two-minute snippets ITV2 release every afternoon teasing the upcoming show, and this year was no different! The clips were revealing enough detail to spark conversations and leaving us viewers wanting more!
The evening shows often ended in cliff hangers to create a bigger buzz for the next episode, and every evening viewers flood to Twitter unable to contain their excitement for the next episode!
Love Island 2017 was the major marketing trend which no one could have predicted, this helped brands to create strong marketing strategies for this years show. Brands have acknowledged this and using responsive strategies have gained large followings, interaction, and no doubt increased ROI.