Brass agencies Content, PR and Media teams come together to share their thoughts on Love Island and what marketers can learn from it.

Whether you love it or hate it (and TBH we fall into both camps), there’s no getting away from Love Island every summer. Whether it’s the daily show, slogan tees in Primark or meme accounts that infiltrate every social platform for 2 months; the show is one of ITV’s biggest success. And, unsurprisingly brands want in on the action. So if Love Island sounds like a bit of you, we share our view on what marketers can learn from it.

Nikky (Senior Content Executive) explains why brands should think ‘that’s a bit of me(mes)’.

“Are you even a Love Island fan if you don’t spend the ad break sifting through memes on Twitter?

The hashtag #LoveIsland was used nearly 200,000 times on the UK 2019 launch date as viewers competed to win the internet with the perfect meme, and before the first ad break we already knew that “It is what it is” was the catchphrase of the series.

Each night, our feeds are filling up with memes about the islanders. But what does this mean for brands? Meme marketing works because memes are native to the language of social media, and because of the amount of noise the show makes, Love Island provides an opportunity to be reactive and relevant with sharable branded content. Just make sure it’s a good fit for the brand. Royal Mail did this brilliantly by creating the ‘Loyal Mail’ meme with 2018 star, Georgia, after she made the phrase ‘I’m loyal’ notorious”

Why are brands coupling up with Love Island? Jenny (PR Account Executive) tells all.

“With 5.8m people watching Love Island already this year, brands have huge PR opportunities available to them by getting into bed with the show.

However, caution should be taken with this type of partnership. With so many people watching the show, slip ups can quickly go viral and potentially damage a brand’s reputation via association. Whether directly involved in the programme or simply jumping on the back of the latest catchphrase, brands that embark on capitalising on popular culture events or TV shows should always have a plan in place just in case a PR blunder happens.

Anyone remember the Carphone Warehouse sponsorship of Big Brother that went sour during the controversy with Jade Goody, Jo O’Meara and Danielle Lloyd?”

Becky (Organic Search Content Manager) spills the tea on whether Love Island’s content marketing approach is her type on paper.

“We can take a lot of content marketing lessons from Love Island, however the main lesson is that they really understand their core audience, and have got to grips with their lifestyle choices and interests, even down to what they read online.

Love Island has become more than just a TV show. People can join in with conversations online, watch behind the scenes footage, download an app and even purchase items used in the Love Island villa. Take these insights and apply them when developing your new campaign. Think about how you can get the most out of it, just like Love Island have done. Review different formats, partnership opportunities and ways you can personalise your content.”

Tom (Senior Organic Search Manager and non-Love Island fan) tells us why ITV need to pie off their current search strategy. 

“From a search perspective the way that ITV have utilised their news section on Love Island is almost as bizarre as the popularity of the show. Considering they have a huge advantage in terms of releasing news and “first looks” they almost never rank for their show’s own news stories. This is down to how poorly optimised their Love Island news section is and the fact they haven’t leveraged their newsworthy advantage to ensure people are linking to their news articles. They have likely neglected the news section due to the success that newspapers have had in terms of increasing viewing figures. Yet it can’t help but feel short-sighted, if they had built up rankings and traffic they could’ve leveraged this to launch the next painful reality show when people inevitably grow tired of Love Island.”

Fran (Social & Content Manager) gives us an insight into the power of coupling up.

“It’s no surprise that the contestants of Love Island go on to have successful stints as influencers, given 4.4 million people tuned into the opening three episodes alone. A large percentage of whom, we can (fairly) confidently say will have contributed to the thousands of overnight followers the contestants gained on social media.

The show itself is largely based on image, and as a result, brands such as Missguided and I Saw it First have snapped up the opportunity to be the show’s official partner, providing contestants with clothes that commonly sell out shortly after an episode has aired.

However with influencers increasingly losing trust amongst consumers, a Love Islander promoting your brand on Instagram may have been effective a few years ago, now it’s more crucial for brands to create meaningful experiences with their audience – especially as we’re seeing industry reports saying over half of all their followers are fake! Less promo codes and more personality, please.”

Caroline (Media Group Account Director) is asking whether Love Island advertising could be a bit of you?

“With viewing up 16% (+0.8m) year on year and total viewers reaching 5.8m this year already Love Island continues to be commercial televisions biggest ratings puller for viewers aged 16 – 34. With an average of 51% of viewers falling into this category. It’s no surprise that when it comes to influencing this audience group, Love Island becomes a solid contender for media investment. However, whilst this age bracket is not surprisingly the highest, what is interesting is the audience breakdown overall and the volume of viewers the show attracts across the board:

The opportunity to reach your audience is vast, and with opportunities in both linear and nonlinear, Love Island could be a great addition to your media strategy, generating both brand and commercial success.”

Love Island might not be your cup of tea, but there’s no denying that we can learn a lot from it – good and bad. It’s caught the nation’s attention and created a buzz, something most brands would fall head over heels for.

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Samsung is showcasing its high-tech washing machine, the QuickDrive, in a new campaign targeting men, after research found that 75% of men are suffering from ‘FODA’, a male condition involving Fear Of Domestic Appliances, and 63% admit to being completely stumped when trying to work out washing machine settings and laundry care symbols.

The new Samsung campaign reinterprets famous statues, including Rodin’s The Thinker and Michelangelo’s  David, to incorporate the new QuickDrive machines. Michelangelo’s David has been recreated wearing underpants, with a shirt flung over his back, as he takes charge of the weekly wash, while Rodin’s The Thinker is deep in contemplation of a washing machine.

PR agency Taylor Herring created the new versions of the sculptures, which will be featured across Out Of Home, press, digital, mobile and social media. The creative, which was produced by St Mark’s Studios and directed by Taylor Herring, will be showcased at launch via a full screen take-over at Piccadilly Circus in central London.

The actual statues – “Domestic David” and “The Clean Thinker” – are being installed at high-footfall locations around the capital, including King’s Cross, Russell Square and Battersea Park, as part of the campaign.

Ruth Storey, Head of Marketing for Home Appliances, Samsung Electronics UK & Ireland, says: “We have updated these classic sculptures in a playful bid to remind the public that our home appliances are masterpieces of modern design. Our Home Appliance products are tested thousands of times and come with at least a 5-year warranty, underpinning our confidence in delivering products that – like the iconic statues – are built to last.”

Samsung research found that three quarters (75%) of men admitted to being clueless when it comes to using domestic appliances compared to just 39% of women, and over half of the men surveyed (51%) admitted to having put off a household task because they found the domestic appliance too confusing to use. Apparently, the washing machine instils the most fear in men, with 63% admitting to being completely stumped when trying to work out washing machine settings and laundry care symbols. In fact, when faced with the task of deciphering fabric care label symbols – such as ‘Do Not Tumble Dry’ and ‘Delicate Wet Clean’ – men scored worse than women on 9 out of 10 questions.

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American Express has joined forces with leading figures from the worlds of music and food to launch ‘Backed By’, a nationwide initiative offering two members of the public the chance to win backing from music legend Nile Rodgers or culinary innovator Gizzi Erskine.

Launched as a continuation of its new brand campaign, ‘Powerful Backing: Don’t Do Business/Don’t Live Life Without It’, ‘Backed By’ celebrates the powerful backing American Express has been giving customers throughout its 168-year history.

In addition to advice and practical support – whether that’s words of encouragement, industry introductions or constructive criticism to help further their musical dreams or foodie business idea – the two winners will have access to life-enriching experiences, such as spending time in the world-famous Abbey Road Studios alongside Nile Rodgers and joining him on the road or cooking in the vibrant Mare Street Market kitchens in Hackney alongside Gizzi Erskine. The successful applicants will be given inspiration and support to propel their passion forward.

In addition to Backed By, as part of its new brand campaign in the UK, American Express has also created an immersive experience that will be bringing the message of powerful backing to life in London’s EC1.

Popping up in in Exchange Square beside Liverpool Street Station, the experience runs from Tuesday June 12^th to Thursday June 14^th and is open to the public between 11.00am and 8.00pm.

Soundtracked by DJ and broadcaster Maya Jama, there are three zones to explore – a restoring Japanese Forest, the Neon Jungle dance space and the Inspiration Zone.

The PR and content-led campaign will be supported through a media partnership with the Huffington Post on a newly created ‘Backed By’ channel on their website.

To be backed by one of these inspirational ambassadors, applicants are invited to submit a portfolio of their work at backedby.co.uk from June 12th 2018.

Caroline Bouvet, Vice President of Brand and Marketing UK, American Express, says: “At American Express we recognise the importance of powerful backing and have a rich heritage championing both new and established talent in the worlds of music and food through our Amex Invites entertainment programme. We are thrilled to be working with Nile Rodgers and Gizzi Erskine on ‘Backed By’ and giving one budding musician and one passionate foodie this once in a lifetime opportunity to learn from the best.”

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Grace Foods UK is encouraging consumers to #RebootNormal with its biggest ever investment in its Grace Say Aloe soft drinks range.

The £1million campaign runs from July to October. It will reach more than 10 million consumers, encouraging shoppers to ‘Reboot Your Normal’ with a light-hearted take on everyday ‘normal’ activities.

The integrated campaign includes underground advertising, digital escalator panels, sampling, social media advertising, influencer outreach and a national PR campaign.

Nyree Chambers, Grace Foods UK’s Head of Marketing, says: “The ‘Reboot Your Normal’ campaign highlights that Grace Say Aloe breaks with what’s expected. It’s the drink for people who want to escape the norm and want their reality rebooted in some way. Its unique texture, flavour and ingredients are truly distinctive and a real reboot of the soft drinks category. The range is made with real Aloe Vera pieces and meets shopper demand for thirst-quenching drinks that are a bit different. We’re hoping to create a spot of spectacular in a very normal world, even if it’s just for a few minutes.”

The campaign follows the recent launch of new pack designs and limited edition £1.15 price-marked 500ml packs which are creating on-shelf stand out.

Chambers adds: “Grace Say Aloe already has a commanding market share of almost 80% [of the UK Caribbean drinks sector according to IRI] and the new campaign is set to increase this.”

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Meat snack brand Peperami is running a spoof promotional campaign encouraging consumers in London and the South East of England to report potholes that they think need filling in, with backing from YouTube comedy star Jack Jones.

To kickstart the campaign, Peperami sent its brand character Animal onto the streets on London at the start of March to highlight potholes with flags and special warning tape.

The brand is inviting fans to join the ‘Peper-army’ by Tweeting pictures of potholes to its @Peperami account using the hashtag #HangryHole. They will be entered into a prize draw to win kits containing flags and cordon tape which they can use to highlight holes in their own neighbourhoods.

A spokesperson for Peperami said: “Peperami’s mission in life is to fill hungry stomach holes. However, there’s nothing we find more annoying than empty holes in the street and London is plagued with annoying craters. We reckoned it was about time something was done so we sent Animal out on the street to give the potholes a good porking!”

YouTube comedy star Jack Jones also got involved by going out on the streets of London offering the public “a good porking” – viewers can watch the reactions to him feeding their #HangryHole here.

The pothole activity was sparked off by a report from cycling campaign group Fill That Hole, which claimed 1,860 potholes have been reported across London in the last 12 months.

Peperami was acquired from Unilever by US meat snacking giant Jack Link’s for an undisclosed sum in May 2015. The brand is well-known for running a variety of promotional stunts over the years, including its 1998 ‘Fanimal’ campaign where consumers could win a talking, wriggling toy Animal that spouted rude football slogans, in reference to the World Cup being held in France that year. The campaign went on to win the Grand Prix at the ISP Awards in 1999 (now the IPM Awards).

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Insurance brand More Than has launched what it claims is the world’s first ever city tour bus for dogs, with every element of the experience designed to appeal to man’s best friend, in London.

The tour was created to promote MORE TH>N DOGGYSSENTI>LS, a new pet care and protection offering which the insurer claims provides “all the essential items for a happy and healthy dog, delivered direct to your door each month.”

Owners and their dogs were invited to sign up online for tickets for the tours via London-focused ticketing website www.billetto.co.uk. Tickets, offered on a first come, first served basis, entitled two humans and one large dog or two small dogs to experience a whistle-stop sightseeing experience of London last week, with three tours a day over three days (January 17th through 19th).

The carefully crafted bus route picked up passengers by Lambeth Palace and then took in some of London’s best parks and city centre dog walking spots, including Hyde Park, Kensington Palace Gardens and Green Park. Along the way, live onboard commentary for dog owners explored London’s canine history, including the ministerial dogs of Downing Street, the many corgis that have shared Buckingham Palace with the Queen, the location of London’s only dog cemetery and the home of the Kennel Club, with London’s biggest collection of dog paintings.

The route itself centred on a number of London’s most scenic dog-walking hotspots, including Hyde Park and Green Park, for owners to disembark the bus and take their pooch for a stroll if they chose. Guests were also provided with a handy leaflet mapping dog-friendly pubs, bars and restaurants in the area, where owner and dog can refuel together post-walk.

To celebrate the launch of MORE TH>N DOGGYSSENTI>LS, every dog owner joining the bus tour was also gifted a travel-size version of the MORE TH>N DOGGYSSENTI>LS box, containing treats and throwing balls.

More Than’s PR company, Cow PR, came up with the idea for the tour and created and executed it.

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