Brief | Our strategy was rooted in insight of viewing behaviour. Fans consume via a dual-screen experience, switching straight to social platforms during ad breaks and in between shows to watch creator content around the series. More people were watching Love Island TikToks than the show itself.We capitalised on this by casting people who’d risen to fame talking about the show as our ‘Stylanders’; a collective of influencers (with a +1.5 million combined following) who’d sit at the heart of our TTL activation, running across TV, VOD, social, digital and the Love Island app.We built a fast and agile content machine to create assets for sharing across a myriad of channels, and to avoid creative fatigue we produced a suite of reactive asset templates. We captured villa content around how the Islanders were ‘coupling up with pre-loved’, while our community managers leant into platform-specific trends to maximise engagement. |