Strategy & Insight


Sophie Coley

By Sophie Coley

13 June 2018

It's nice to share:

Love Island

As Audience Strategy Director, I spend a lot of time with my head buried deep in audience data, trying to get a better understanding of the behaviours, motivations and attitudes of the groups of people that matter to our clients. And with those clients operating in a number of different industries, the topics I investigate vary drastically; from bikes to energy via recipes, and a whole lot more in between.


But starting with the topics that fit with our clients’ businesses is just one method for my work. Starting with popular culture and seeing what gems I can find is another, and it just so happens that with Love Island 2018 in full flow, I’ve found a way to bring something I’m already a fan of into my work-world.


The great thing about shows like Love Island is that they stir up so much conversation online and that those of us who engage with it form strong opinions, which we have no shame in shouting about, loudly, via Twitter or Instagram! Both my marketer-self and my non-work-self love this; it gives me a chance to observe consumer behaviour and find interesting trends and patterns, about something I’m interested in already.


I should also say that I saw Will Worsdell, former Controller of Marketing & Media at ITV, speak at YMS18 about how and why Love Island was so successful last year. It was an absolute masterclass in reactive marketing and I learned a lot. If you’ve got 17 minutes spare, it’s worth a watch (particularly if you love the show):



With all of the above buzzing about my brain, I found myself lost in one of our key tools, Brandwatch, recently; digging around the online conversations Love Island has sparked thus far. Such was the intrigue from certain colleagues of mine, I’ve pledged to do an update each week based on what’s going on with this series. So here we are; Love Island 2018, so far, according to Twitter:














Come back next Wednesday for a fresh update!