3. LOVE ISLAND AND SUPERDRUG CAMPAIGN
INTRODUCTION…
• Love island is a hit show which introduces twelve individuals to find love. Love island partnered up with
Superdrug which provided all the care ranges as no ’branded products’ were aloud. Superdrug then
brought out a range for love island, which included body art, body spray and was publicized in ads
before and whilst the show was being aired.
• Love island is a very high populated tv show which has partnered up with Superdrug for the airing of
the show which will start summer 2019 for its 5th series with previous shows in previous years also
being in the summer.
• Love island is on the channel ITV which is one of the biggest and most popular commercial television
programs in the united kingdom. As well as its predecessor channel who they have contended with,
BBC ONE, for the status of the United Kingdoms most watched television channel since 1950s.
• With love island having a massive market, the television network ITV helps boost the views also. This is
due to ITV being in the top 2 television channels.
4. LOVE ISLAND CAMPAIGN
• The campaign first started on the first series in 2016 and ever since has reported a
112% year-on-year rise in sun care sales in July 2018.
• It helps “drive fantastic awareness” of its core brands such as solait.
• ”we saw a huge increase in conversation around solait when Charlie sprayed
himself with solait shimmering oil spray”.
• Love island has had there biggest audience for the third series ever and this will
increase with superdrugs involvement.
5. LOVE ISLAND
• The average viewers for the series of 2018 was 3.96 million which is up 1.44
million on the previous series. This works well with all 3 advertisers. This will
boost ITV, Love Island and also Superdrug.
• According to google vote, 78% of people enjoy and like love island. This is a very
large amount of people around the world.
6. • The size of the audience what the show attracts and a large proportion of the
demographic being one of there key customer bases.
• It gives perfect opportunities to actively engage with the customers through the
interactive features what the show builds up: from memes and voting off their least
favourite contestant.
7. AUDIENCE
• The audience for love island is directed at both genders with ages ranging from teen
to late 20s however attracted a broader range on the spectrum.
• They try and attract the audience by using hands on techniques by using social media.
This involves memes, voting and also the love island game. These can be found on the
love island free app also.
• They also engage towards the audience by the followers, shares, likes, retweets,
billboards, radio ads, posters and many more platforms.
• The audience what love island attracts could potentially be the audience of
Superdrug. This is because it is most likely female and the ages of teen to late 20s.
8. PURPOSE OF LOVE ISLAND
• The aim of the game is to stay in couples until the final for a chance to win the
prize of £50,000. the contestants stay in a Spanish villa which only has double
beds which forces the islanders to share with one another.
• The islanders don’t just get put in the villa to find love, they also get chosen to
entertain the public on the other side of the television.
• ITV held auditions for the applicants were they were narrowed down to 12 people
to go into the show. They chosen these people on their looks, personality and
how well they think they will entertain the viewers watching on the other side of
the television.
9. PURPOSE FOR SUPERDRUG ADVERT
• The purpose was to raise attention to both Superdrug and also love island. This
was to help advitise what is available with the help of what they offered to the
islanders and what they supplied.
10. PLATFORMS OF SOCIAL MEDIA
Twitter –
870,000 followers
Twitter is the least followed
and this may be because
there is the least reactions to
the posts compared to
Instagram.
Instagram –
2,000,000 followers
The Instagram platform is the
largest platform they have and
they post information and
memes on there to get people
involved and share it around
with others.
Facebook –
959,289 people like the page
This platform is personally the
least used. However, Facebook
gets used by the public
because they share posts and
memes when they are posted.
Snapchat –
They don’t have an account,
but as soon as the show starts,
they have “sponsored” filters
for people to use and share.
11. WEBSITE
The love island website is now shut until summer.
This is because they like to only have it open to the
public when the show is on. This must be to prepare
new merchandise to sell and to raise the hype more
knowing the sales will be up as it is the only time to
buy.
12. WEBSITE
The website has a wide range of things what you may
not be able to buy in store. The website offers products
which is publicized on love island which is Superdrug’s
Solait range which is dotted all around the villa. Love
island also have their own range with Superdrug.
Superdrug also have advice not just offers to sell
products.
14. COHESION OF POSTERS
• They have all stuck to similar colour choices which sticks to the house style of
love island creating a feel that they are all advertising one thing and not separate.
They are all different but linked together by doing the same colours.
• The products have also been seen to be similar linking all these together.
15. COHESION OF ALL PRODUCTS
• They all use similar promoting techniques which make all these pull together as
one.
• They are all using hashtags which then link these under the same thing. This helps
for the audience as they are seen for it all being as one instead of separate.
• The love island writing is promoted someone on each of the platforms as well as
the superdrug logo. This pulls all the marketing ideas together also.
• Love island is resembled with their colours and the glowing gold heart which is
seen on all platforms. Whether this be as a background display or as a
screensaver or even as it appearing once in a while.
16. HOW EFFECTIVE IS SOCIAL MEDIA
• The social media is very effective as every post got shared at least 1,000 times.
This raises awareness of the show and also gives attention towards itv not just
love island.
• The shares of all the posts creates hype and also helps the followers grow. This
will help the amount of viewers on the show and also the footfall into the
superdrug stores.
17. COHESION OF PLATFORMS
• The cohesion of the platforms are very similar. This is portrayed by the styles,
colours and fonts.
• This creates a very straight forward message to the audience and helps for the
viewer that it is the same message in all adverts.
18. REVIEWS OF SUPERDRUG AD FOR LOVE ISLAND
• 68.8% of the public enjoyed the Superdrug advert which was publicized on
television whilst love island was being aired. They supported there positive
feedback as it changed the products in the ad a few amount of times showing the
public the range of product which are used and are available. What also was said,
“the only bad thing what I didn’t like was that because of the advertising, most of
the products became out of stock for a while or would be hard to get my hand on
them. This was frustrating.”
19. RATINGS OF SUPERDRUG
• The ratings of superdrug were very 50/50.
• Excellent- 39%
• Bad- 40%
• The reviews were based on service and advice for the excellent. However, the bad
reviews were based on the refunds and also products not being in stock.
20. RATINGS FOR LOVE ISLAND
• 5.1/10 imdb with comments from the public saying they are so shocked for the
negative reviews as so many enjoy the show and only see their friends and family
watching the show.
• 78% of google uses liking the tv show.
21. FROM SPONSORSHIP TO CAMPAIGN
• For the start of a new series in 2018, they wanted to turn their partnership with
love island from sponsorship into a fully integrated campaign.
• They worked with mindshare UK to bring there partnership to life across all
channels including traditional TV, social media, mobile and exclusive content with
islanders on their YouTube channel.
• They had other development for them last year as opportunities maximize the
partnership with a range of love island products.
22. PRODUCTS USED IN THE SHOW
• They had an important role within love island to use products and have product
placement within the partnership.
• Superdrug have their own brand of products including B skincare and solait sun
care and the show helped drive awareness and noticeability of these.
• The show’s idents have also been a great platform for them to talk about their
services in particular with superdrugs launch of the new mobile network.
23. PLATFORMS USED
• The platforms superdug managed to use were mainly the traditional TV in
sponsorship with love island. They also built up social media platforms such as
Instagram with sponsored paid publicity and also snapchat with a snapchat filter.
• With the platforms of social media being increased, love island decided to create
an app which aloud you do to play games along with the app for choices for you
to make and also being able to vote. In the app, they also showed Superdrug with
the sponsorship, this allowed you to be able to go straight the Superdrug website
and shop the famous items spotted on the show.
