Boohoo is the fast-fashion brand most associated with Love Island on Twitter, new research has shown.
The Manchester-based etailer racked up nearly 12,500 Love Island related mentions on the social media site, from 8 to 15 July.
This dwarfed official Love Island sponsor I Saw It First’s engagement of 688 mentions, data from Kantar Analytics has shown.
I Saw It First reported a 67% increase in sales month on month following its collaboration with the reality TV show, which started on 3 June. The brand has had a 254% increase in Instagram follows since the first episode and Twitter followers are up 61%.
CEO of Kantar’s UK and Ireland Media Division, Mark Inskip, commented:
“Boohoo has dominated the conversation by putting together some highly targeted and timely creative posts, using memes and gifs to react to what happens on-screen as each Love Island episode is aired. The style, language and humour used in Boohoo’s posts maps to existing popular culture trends to appeal to the typically young Love Island audience.
“The tactics represent a perfect case study of how social media can be used to increase brand share of voice, without the need for paid engagement, demonstraing the significant paid and earned marketing opportunities Love Island and other television programmes present.
”More than ever, consumers are using social media to communicate about television programmes at a time that suits them. For brands and advertisers, this serves to reiterate the opportunity offered by multi-channel engagement and the need for a connected intelligence approach to measure its impact; using social media platforms to become a part of the conversations they know their audiences are already having, at the right time and in the right place.”