To grow ITV2's audience with the 16- 24 audience.
To give attribution back to ITV2. Make people think of ITV2 when they think of Love Island.
Raise awareness of the show and make the internet talk about it.
Bring comedy to ITV2. Establish the channel as funny and cheeky.
As this year it was about Survival of the Fittest, we needed to arm our audience with the tools they need to survive this summer.
We created comedy infomercials with comedy items for sale that were not available to buy ANYWHERE.
We wanted to talk about Love Island by making shareable pieces of content that made people laugh. We needed to make ITV2 funny.
53,000 Twitter Impressions
Contributed to:
Overall 344% increase in Love Island tweets (compared to previous year)
120% Growth in Viewers (compared to previous year)
343% Growth in 16-24 year old Viewers
Overall this gave ITV2 a comedy feel and showed we could talk about our content in a fun and cheeky way.
