Campaign
Summer 2025
Objective
Brief to align Boohoo's latest swimwear collection with the cultural momentum of popular reality TV series Love Island,
Strategy
To maximise hype and visibility, the collection launched through high-impact linear prime-time spots on ITV2, each timed to coincide with new product drops.
Results
The TV activation was strategically complemented by a six-week BVOD campaign on ITVX, specifically targeting Love Island viewers aged 18–34, a notoriously hard-to-reach audience on linear TV - to extend reach and frequency across platforms.
On linear TV, two prime-time placements on ITV2 delivered 2.297 million impacts against a planned 1.972 million, generating an additional 325,000 impacts and achieving 116% delivery. The BVOD campaign also performed strongly, delivering 1.992 million impacts versus a planned 1.988 million, reaching 100.2% of its delivery target and reinforcing the campaign’s cross-platform effectiveness.