Challenge:
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.
Solution:
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.