Le Tan, a prominent sun care and self-tanning Australian brand, had a clear vision to enhance brand recognition and establish themselves as a frontrunner in the industry. Their primary goals revolved around boosting brand recall and awareness, generating greater brand consideration, and ultimately driving sales. With a target audience in mind, they aimed to captivate and engage women aged 16 to 39, ensuring their message reached this specific demographic.
Love Island Australia proved to be the perfect platform for Le Tan to reach their desired outcome. With the 2022 season attracting over 472,000 viewers per episode and garnering a national viewership of 3.7 million. Women and individuals aged 16-39 were the primary drivers of TV viewing, with women accounting for 70% of minutes viewed, and 63% of those minutes consumed by people aged 18-39. This data showcased the show’s immense reach and influence within Le Tan’s target audience.