ITV Australia asked me to head up the Social Media Team for the inaugural season of Love Island Australia. I not only crafted the overall social media content strategy, but built the broader social team, developed branded content for Neutrogena, Four Seasons Condoms and PrettyLittleThings and fed back social sentiment to the producers at daily storyline meetings. I spent 3 months in Majorca, Spain heading up the team and managing all content across Instagram, Facebook, Twitter, YouTube and the Love Island app. The show was one of the biggest digital success stories of the year, below are some of the key results;
The most social engagement for a new series EVER on Nine with 18.4 million Twitter impressions alone.
104 million impressions & 7.08 million engagements across Instagram, Facebook & Twitter in total.
Instagram was by far the biggest platform, with 136,000 followers generating 80 million total impressions.
The YouTube channel surpassed 230 million views.
1.68 million app interactions & 830,600 short form video views in app across the season.
Islanders’ Instagram accounts grew by a massive 1.4 million followers.
#LoveIslandAU, or a specific Islander, trended nationally on Twitter 20 out of 30 episodes.
