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Creating youth popular culture: The secret behind ITV2’s Love Island

Is there a combination more powerful than when popular culture, TV and social media meet? Love Island is what everyone was talking about all summer and millions of young people were obsessed with it. This is an opportunity for marketers to see behind the curtain of how ITV did it.

ITV's controller of marketing and media shares the secrets of launching Love Island to become the youth hit of the summer, including how they used social media, paid media, TV and media partnerships. And what makes marketing to 16-24s different to other audiences.