Pharmacy and health and beatuy retailer, Boots, has been become the first-ever ‘Feel Good’ Partner of ITV2’s popular programme, Love Island.
Pete Markey, CMO at Boots, said: “Boots is all about celebrating fun, friendships, and reunions this summer and we are excited to be Love Island’s ‘Feel Good Partner.’”
Boots has launched its #FindTheOnes campaign, in-line with the premiere of series seven of Love Island. Love Island is a match-making show and one of the most popular programmes in Britain. In 2019, it attracted a record 6 million viewers and has become a staple of summer television.
Markey added: “Love Island has become synonymous with summer and as the most watched programme for 18-34 year olds, the partnership gives us a unique opportunity to turn the heads of this younger demographic.”
The #FindTheOnes campaign
The #FindTheOnes campaign encourages people to find the health and beauty products that work for them, then share their finds with the hashtag on social media. This hashtag relates back to Love Island as the islanders’ goal is to find their match on the programme.
MediaCom UK is responsible for planning the partnership, supported by WPP digital agency The Pharm. They aim to make Boots relevant within the conversation around the highly-anticipated show.
The campaign is a ‘connected system’. It allows for engagement and campaign awareness in many areas. For instance, the campaign includes in-show product placements, influencer activity, and PR. In addition, the ‘shop the show’ tab on the Love Island app will encourage ecommerce. There will be social media activity as well. INCA, GroupM’s influencer and content marketing solution, will boost exclusive content across social media. It will feature this content on platforms like YouTube, Facebook, TikTok and Instagram.
Rachel Peace, managing partner at MediaCom UK, said: “The Feel Good partnership with Love Island puts Boots right at the heart of one of the most talked about cultural events of the summer. Leveraging that hype both within the show integration and amplification outside the show where live conversations are happening will enable us to engage new customers with the Boots brand and messaging in a way that is contextually relevant, new & surprising.”