Hulu's drama and reality TV selection encompasses offerings from around the globe, including “Love Island UK,” Britain's hottest celeb romance matchup reality series. The twelfth season heats up with more spicy drama and sweaty scandals, and that's great for audiences who love getting pulled into the gossip-worthy series.
Hulu wanted to bring a taste of the “Love Island UK” fandom's weekly conjecture and postulating to social media audiences through a video campaign targeted at viewers who love reality TV, romance, and drama. Satirical music artist, comedy, and content creation duo Grant Gibbs and Ashley Gill of “A Twink and a Redhead” host a sit-down gossip sesh – titled “Let’s Debrief, Babes!” – about the newest season of “Love Island UK” in TikTok and Instagram videos featuring their take on various hot topics regarding the series and its stars. The hosts also invite Doctor Kimberly Moffit to provide expert relationship advice on whether behaviors are green or red flags, engaging viewers who might be taking notes.
To target the social audience most likely to join in on the speculation of the reality TV romances as seen on “Love Island UK”, Hulu partnered with the young trending duo Grant Gibbs and Ashley Gill. The partnership leveraged the fanbase's locked-in nature to debrief on every ounce of drama present in the series, relying on shares, organic growth, and viral memes to spread social engagement.
In one episode, Doctor of Psychology Kimberly Moffit joins the show to discuss the physical, emotional, and mental elements of “red and green flags” in dating and relationships. The trio reviewed heated, emotional moments from the season between the Love Islanders and discussed how well each person articulated their feelings and whether these would be considered red or green flags in similar scenarios.
This elevated approach to reality television viewing introduces a fresh element to the viewing experience surrounding the series, and allows further engagement between online viewers to unpack the messiness and speculate around the cast dynamics. Social Media comment sections acted as an open forum for passionate fans of “Love Island UK” to share their thoughts, feelings, and series highlights, generating greater user engagement. The content was so engaging that Hulu decided to give it a home on-platform in the “Extras” tab on the show landing page.
The partnership was a massive success, spiking engagement leading up to the finale of “Love Island UK.” The five posts across TikTok and Instagram generated:
