ITV’s Love Island is one of the nation’s most watched and most talked about television shows, with viewers particularly loving the on-screen outfits. Fashion brand Missguided tapped into viewers’ desires to see and be seen in these.
Its campaign, devised with MediaCom, recognised that the majority of viewers use their phones while watching, with a similar number using the Love Island app to vote. Missguided provided regular clothing updates for the show’s cast across the eight weeks of filming. To allow viewers to buy the outfits they were seeing, a section named ‘Island Style’ was created on the app, making the journey from screen to checkout seamless. With a few clicks on the app, viewers could buy every outfit as they watched.
Real-time data on app visits was used daily to explore what people were buying and what would feature on that day’s show. It was then a race against time to create new designs across paid and owned channels, including website and digital ads. To drive urgency of purchase, promotion codes were available only from 8pm until midnight.
The campaign marked the first time a fashion sponsor had been so closely integrated into a television show. The results were impressive, with sales increasing by 40% every night the show was aired and the app driving close to one million direct visits to Missguided’s website.
Media Director: Sarah Rostron