The Power Of Love Island’s Marketing
by Courtney
Love Island has a massive fan base and influence over all media types.
It’s a live event that takes place six nights a week.
Season eight reached 5 million views on the first episode and a staggering 3.5 million followers on Instagram.
Since Love Island started in June 2015, the experience does not just end on the small screen. Fans follow the islanders online, share memes with friends and family and even discuss it around the office.
It’s clear that Love Island’s marketing is spot on, but how have they captured the hearts of millions so successfully? I’ll be answering that question by discussing the reasons why and some notes your business could take from them!
1. Branding Is On Point
From their logo to their famous water bottles and iconic theme music, it’s quick and easy for just about anyone to recognise the Love Island branding.
Every product used in the show, from their suitcases to the water bottles, can be bought by fans and personalised with their name.
Lesson learnt? Make sure your branding is easily recognisable and personalised for your audience. 80% of people are more inclined to purchase from a brand that offers personalised experiences.
2. Consistency is Key
I’ve got a text! Throughout the show, you will hear the islanders get texts from the producers, letting them know what’s next on their agenda.
Besides the show being live six nights a week, their communication with the islanders and their audience is consistent. And that’s what your marketing needs to be – consistent!
Everyone knows exactly when Love Island is on, what’s going on, and where to purchase their products or interact with the brand. You must consistently communicate with your audience about who you are and what you do! In fact, according to Techipedia, your bottom line might be impacted by consistency. Brands with consistent messaging are valued 20% more than those with inconsistent messaging.
3. Coupling Up With The Community
As mentioned above, Love Island is very good at connecting with their audience. But how do they keep people hooked besides just sending out key messages over various platforms?
Well, for starters, they get their audience to engage by giving them power to the show. Their votes can determine who they like, who they don’t like and which couple they love or hate. Additionally, they host various competitions and reach out on social media.
So, the moral of the story? Your marketing should be focused on engagement. Engagement with a brand translates into increased customer retention and brand loyalty.
4. Influencer Bombshells
The show strategically places people who match the Love Island brand. Whether Insta-famous or their dads are famous, stars and models are carefully picked to sit around the fire pit.
These influencers are key to promoting the brand image and products during and once they are out of the villa, they will continue to live on their legacy as a Love Islander, which in turn continues to promote the brand.
According to the Influencer Marketing Hub, 93% of marketers have used influencer marketing. If you scroll on Instagram, you’ll see loads of influencers.
Adopting a Love Island approach to your marketing will help you build and maintain relationships with your customers.
Chat to our creative team today about marketing your brand to capture the hearts of your audience.
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