If you tuned in to Love Island for eight weeks over the summer then you will know that is was fuelled by flirtatious young singletons who bathed by the pool, soaked up the summer sun and partied well into the early hours of the next morning. All this took place in Majorca, Spain and was televised to millions. There were plenty of tears shed, many bouts of laughter and, as for the winners Jack and Dani… they were £50,000 richer at the end.

But they weren’t the only winners from Love Island. Missguided were also 40% richer in their sales. You might be wondering why? What has UK-based retailer Missguided got to do with a millennial TV show? Turns out they executed a fantastic case study in content marketing throughout this year’s series. So good in fact, that it has given us a glimpse into the future of product placement in the marketing world.


So what did they do? Many of Love Island contestant’s clothing was provided by Missguided. Whilst the show viewers were already on their phones, either tweeting about the disliked Love Islander or voting for their favourite contestants, they could also shop the look on their screens as they saw it. How many times did you think that you needed the embellished bikini being worn or the cut-out dress that featured a cute print – perfect for a night-out? It was incredibly subtle advertising that many people didn’t realise was even happening right before their eyes.

You could shop the featured looks at the touch of your finger-tips whilst enjoying the feisty debate taking place by the pool on the show. Missguided have noted that their sales boosted by a whopping 40 percent compared to the eight weeks prior to the show starting. The timing was spot on, as this season of Love Island also happened to be the most popular out of the four series. Overall, there was an average of three million live viewers tapping in to the show.


Missguided sales increased during the evenings that Love Island was on air.

If a Missguided store looks like a traditional store, we have probably done it wrong.

Kenyatte Nelson, Missguided's Chief Customer Officer


Missguided’s Chief Customer Officer, Kenyatte Nelson, has repeatedly said how important it is to keep things simple. The perfect concoction of Love Island and Missguided on prime-time television is solid proof that keeping things straightforward can present eye-opening results.

This is a huge step forward, compared to papers like The Daily Mail, for example, showcasing garments that popular celebrities have worn, featured by high-street brands. This tried-and-tested traditional method is delayed and becoming tiresome, unlike Missguided showing their items in real-time, using scenes featuring the garments being worn by the Love Islander’s in the app. It has instant connection with audiences, which is where the future of shopping is now headed.


Whether you were the one who sat in front of the TV soaking in every second of Love Island or you saw just a glimpse of the show and ran for the hills, the marketing team behind Missguided produced the perfect recipe for keeping their viewers engaged. They reviewed how each night had done the day after to tailor the campaign in real-time to how viewers were responding, and were given a head’s up from the show’s producers on what looks were being worn by contestants so they could create special discounts and show offers that would best capture their audience’s attention.

It is important to grip your viewers in with engaging content and not make it too complex. There isn’t the need to overcomplicate these opportunities of increasing engagement. They can be made simple, which has clearly shown positive results. It also shows the benefit of tailored campaigns, which are responsive rather than reactionary. People are switching off to traditional marketing now and are bombarded with constant digital advertisements. In order to stand out, you need to think outside the box – including the television box!

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