Love Island Games, the first ever spinoff of the hit cultural phenomenon that is Love Island, was one epic series that begged for no less than an EPIC social campaign. Hot off the heels of our summer run of Love Island USA, Games brought together an all-star cast of fan favorites from across the global Love Island universe (think: Love Island Avengers), to compete in larger-than-life challenges and begging the question: Are they in it for love or to win the game?
Our objective throughout was to make clear that the destination for this series was Peacock, to engage and delight the Love Island loyalists, and to excite and intrigue more general fans of love/dating reality series.
We took a three pillar approach to our campaign, a strategy for each channel with plenty of orchestrated cross-promotion:
#1: @Peacock brand accounts 🦚
Maintain that Peacock is the exclusive home of Love Island Games
Excite the broader reality dating and competition audiences who follow Peacock (e.g. for other shows like The Traitors) through universally appealing clips and memes
Serve as the hub for hot takes and hotter debates, providing a space for Peacock fans and show fans alike to share their opinions through interactive polls and engagement tactics
#2: The @LoveIslandUSA accounts 🏝️
Super served the super fans with a high volume programming, community management, and nightly watch parties throughout thr
Created a destination for all the episodic tea: BTS photo dumps, juicy teases, hilarious and jaw dropping recaps and exclusive villa content from our in-the-field correspondent, and former islander, Maura Higgins
#3: Islander (contestant) accounts 🤳
Packaging clips, images, and content from their Villa phones to deploy social toolkits strategically throughout the season for coordinated sharing across the cast’s personal socials
Engaging cast in stunted activations like Instagram Q&As and collabs with @Peacock and @LoveIslandUSA
Encouraging interaction between contestants, fans, and each other in the comments across platforms
Produced and programmed 1000+ content pieces PER week across @LoveIslandUSA, @Peacock, and Talent handles, a combined direct reach of 37.34M (non de-duped).
The dedicated @LoveIslandUSA handles exceeded KPIs during the 3 week campaign:
Reach: Instagram + Facebook 12.1M
Impressions: 17.4M
Video Views: 77M
Engagements: 8.613M
Growth: Instagram +16%, TikTok +10%, Facebook +29.5% (and Top @Islanders’ average growth of 15%)
Top performing TikTok videos amassed up to 85% organic views beyond @LoveIslandUsa followers
#LoveIslandGames received 340k mentions, averaging 18k per episode
Trended in the Top 5 on night of premiere and consistently throughout the season
Games garnered international attention with many fans across the pond jealous they couldn’t stream for themselves (some resorted to pirating full eps on TikTok, X and YouTube 🤭)
