Challenge
How do we get involved in the biggest TV event of the year in order to raise awareness of the Ministry of Sound Love Island compilation album and send it to the top of the charts?
Response
Our campaign focused on two distinct strands; real-time cheeky, incisive community management along with a sun kissed creative concept perfectly in keeping with the album’s summer-themed, pool party anthems.
Our community management activity was actioned throughout the 8 week broadcast window of the show. We engaged our 1M+ online community, offering our own running commentary on the daily dramas in the show. This was activated using memes, GIF reactions, Instagram Polls, Q+As, Facebook Live streams, as well as replies to social followers.
Creatively, we kept the theme of all content consistent with the pool party vibe with bright, vibrant colours & a summer aesthetic. Content was created to promote specific popular singles from the compilation, published across a range of newly launched social formats, such as Instagram Slider Polls & Facebook Press + Hold. Content was produced for not only Ministry of Sound’s social channels, but also utilised by ITV as well as key artists who featured on the album.
As the series unfolded we found more and more people started to engage with our content with “fans” flocking to Ministry of Sound’s channels to read our own unique take on the Love Island goings on.
Results
The success of the campaign additionally helped to a higher average engagement-rate across all Ministry of Sound channels, especially Twitter. Influence Digital will be back with a new campaign for the new series: The Pool Party 2019.
