Emmi CAFFÈ LATTE x Love Island
With an increasingly competitive category consisting of some better-known and loved coffee brands, we needed to reinforce and protect Emmi CAFFÈ LATTE’s market position, ramp up awareness and stimulate product sales by partnering with a brand we knew our audience would love - Love Island 2022.
Through a partnership with perfectly-matched ingredients, and a carefully crafted and expertly served set of social engagement tactics, Emmi CAFFÈ LATTE kept the social iced coffee conversation alive for 8 weeks of the summer, to drive cut-through and relevance that would far outweigh what a traditional media-led approach could bring.
‘Fun-in-the-sun’ content – the kind of non-broadcast stuff we know our audience can’t get enough of. Our coffee-inspired games revealed islander interactions and insights fans hadn’t seen before – fuelled by same-day memes, competitions and teasers; all wrapped up in an instantly recognisable tropical livery, lively TOV and unwavering quality LOLs throughout.
Reach & Awareness - 72 million impressions (paid media), combined reach of 43 million people
73% of Love Island viewers saying they recalled seeing the sponsorship when shown it.
Engagement - 3.5 million content engagements, 701 new Instagram followers, 663 Tik Tok followers (new channel), 54,300 Instagram profile visits, 38,200 Tik Tok page visits.
Sales uplift – 12% versus 2021
Penetration uplift – 10% versus 2021
Rate of Sale uplift – 14% versus 2021
Competition entries/site visits – over 45k over 12 weeks
Amongst Love Island viewers, intentions to buy ECL increased from 84% pre to 92% post
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