Essence Launches ITV’s Love Island 2021 Collection with Picnic’s Swipe Format

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Essence Launches ITV’s Love Island 2021 Collection with Picnic’s Swipe Format



ITV has labored with Essence and Picnic to drive consciousness for this yr’s sequence of Love Island by way of their newest social show format. Impressed by common courting apps, the award-winning swipe format permits customers to ‘couple up’ with their favorite contestants with a swipe proper to love operate. As soon as preferred, customers might click on out to ITV Hub from the acquainted ‘It’s a Match’ card.Aligning with Love Island’s courting theme, the interactive swipe format proved to be extremely interesting to customers. The inventive generated a complete engagement charge over double the format’s benchmark determine, and achieved over 5 card swipes per person on common. After a yr’s hiatus following Covid-19, the success of the launch was illustrated with 1 million ITV Hub viewers throughout the inaugural episode constituting a brand new launch document for the sequence, and a pair of.9 million streams in complete. Views had been additionally up 110,000 from the earlier sequence among the many 16-34 age vary.* Matthew Goldhill, CEO of Picnic, says: “That is our first marketing campaign with ITV and the excessive ranges of engagement show the facility of social show as a advertising and marketing channel. The format aligned effectively with the tone of Love Island, serving to to construct model fairness in a related and interesting means, with out annoying customers.”Matthew Russell, shopper director at Essence, says: “Working on the chopping fringe of media innovation, it’s essential to us at Essence to collaborate with companions that assist ship distinctive, participating and genuine media options. The swipe format developed by Picnic has grabbed the eye of Love Island audiences in a compelling and interactive means guaranteeing our marketing campaign for ITV generated optimistic dwell instances and excessive engagement charges.”*Supply:https://www.itv.com/presscentre/press-releases/huge-viewing-night-itv-136m-watch-love-island-launch-and-euro-2020 



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