Boots X Love Island

INQUIRY

How did health and beauty retailer Boots, amplify its sponsorship of the biggest reality television show of the summer, Love Island, specifically highlighting Irish and top selling brands with key audiences?

Boots was the official beauty partner of the popular television reality show Love Island for the second year running. It was the first sponsorship post lockdown and the debut of an Irish brand available at Boots (Sculpted by Aimee) in the villa.

The brief was to raise awareness of the partnership and to showcase the product involved with a particular focus on the Soltan sun protection range. Driving sales and raising brand recognition for the eight-week duration of the show and beyond was a key focus.

Targets were to be achieved through meaningful communications with the key audience, males and females aged 16 – 34. This meant that Boots needed to get strong cut through online.

INVENTION

To give Boots a consistent presence in media throughout the campaign, we provided a flow of news and information about the partnership throughout the series while punctuating the narrative with bigger activations to energise and own the health and beauty side of the show.

Consistent communications came in the form of product focussed press releases issued on a one-to-one basis to target media, a product drop of specific beauty and skincare looks from the islanders and paid social that was humorous and engaging aligned with key moments in the villa to reinforce awareness of the partnership and drive sales.

To bring the campaign to life, a viewing party was hosted in the Lighthouse Cinema. The area was transformed into a replica of the Love Island villa that encouraged guests to take photographs, videos and fun selfies while trialling products to share online. The guestlist was capped at 40 – with Ireland’s most influential in attendance on the evening.

The PR plan ensured engagement with the target audience through traditional and online media alongside influencers. Key messages were consistent throughout the communications, with Boots beauty and wellness front and centre.

IMPACT

Boots saw a significant uplift in sales both instore and online during the course of the campaign:

Soltan Clear and Cool Mist SPF 30 saw an uplift in sales of 152%

Boots Glow Dewy Facial serum saw an uplift in sales of 30%

Eyeshadow Palette Glitter saw an uplift in sales of 19%

A total reach of 2,323,634 was achieved for the Boots sponsorship of Love Island. Over 67 pieces of coverage were achieved with 100% positive sentiment throughout.