The challenge
We took the lead strategic role for ISAWITFIRST.COM, making their activation of the Summer 2019 Official Love Island Fashion partnership famous working alongside their established agency roster.
I Saw It First are one of the major new entrants to the UK’s thriving online fashion market – delivering the clothes young fashion fans really want – first. However, as a new brand they needed to cut through and pack a big punch! We were challenged with helping them to maximise the impact of Love Island to get the brand on the map and trending.
Joining the biggest cultural moment of the summer, as Love Island 2019 fashion partner, isawitfirst set out to help young fashion fans shop the hottest conversation – first. Across the whole partnership we worked in absolute sync with ITV production and isawitfirst merchandising to place the looks we wanted to the stories we were telling and to make sure that when a story broke we were ready to help viewers shop it. The app was brilliant and the tv powerful, but the suite of digital OOH was invaluable. Allowing us to change and showcase each episode’s key looks in real time throughout the series – something nobody had ever done before.
The result
isawitfirst grew new buyers to site by 250,000, with traffic to the site up 85% with a whopping 700% uplift in sales from products featured in the show and a twenty fold increase in igtv viewing.