The Right Show, The Right Audience,
The Right Moment
Boohoo's summer and swim collections launched into the heart of the UK's biggest summer TV moment, 2 bursts of prime-time ITV2 and ITVX activity timed to run with Love Island Series 12.
Boohoo's core customer, trend-driven, digitally native, predominantly female and aged 16-30, this is exactly who tunes into Love Island every summer. When the brief arrived to amplify the summer and swim collection launches, the media solution was clear: get Boohoo into the most culturally relevant TV environment of the season, across both linear and on-demand, at the moments consumers were most primed to shop.
Audience Alignment
Love Island Series 12 launched on 9th June 2025 on ITV2, immediately becoming the biggest overnight programme of the day for 16-34s with a 48% audience share. The show's audience isn't just demographically aligned with Boohoo - it's the same person. Young, fashion-conscious, trend-responsive, and highly active on the social platforms where Boohoo drives purchase intent. Placing Boohoo's summer collections in front of that audience, on that screen, at that moment in the summer calendar, wasn't just good media planning, it was an exact match.
Two Bursts, One Summer
The campaign was structured across two strategic bursts, designed to capture the Love Island audience at the point of highest engagement: opening weeks when viewer excitement peaks, and the final weeks as the series builds to its conclusion.
Burst One: 19th June - 30th June
Prime-time ITV2 spots timed to coincide with new Boohoo swimwear product drops, capturing audiences’ mid-series as Love Island viewing was building momentum.
Burst Two: 1st July - 4th August
Sustained presence through to the Series 12 finale on 4th August, maintaining visibility as the show reached its peak cultural moment and audience engagement was at its highest.
Linear & BVOD: A Coordinated Approach
The campaign ran across both ITV2 linear prime-time and ITVX BVOD, creating a cross-platform presence that reflected how the Love Island audience actually consumes the show: live on ITV2 in the evening, and on-demand via ITVX throughout the day.
The Results
Across both bursts, the integrated strategy delivered 4.1 million media exposures across BVOD and linear TV, with linear over-delivering by 116% and BVOD hitting 100.2% of target. The additional 325,000 linear impacts beyond the original forecast demonstrated the strength of the programming environment and the precision of the placement strategy.
Coordinating product drops with broadcast spots ensured the creative was reaching the right audience at exactly the right commercial moment, driving awareness and purchase intent simultaneously.
4.1 million combined impacts. A swimwear campaign running alongside the UK's most-watched summer show for 16–34s. Boohoo didn't just advertise around Love Island - it became part of the summer moment.