Love Island Professional

To raise awareness of WKD’s status as the official alcohol partner of ITV’s dating show Love Island in 2022.

Specifically, WPR was tasked with promoting the brand’s Love Island Limited Edition WKD Pink, driving engagement with the key audience by targeting Gen Z publications and student titles – with Tyla being the bullseye.

We needed a quirky idea that would appeal to the target audience. So, we launched the search for the summer job of a lifetime for Love Island fans – the chance to become WKD’s first ‘Love Island Professional’.

The chosen winner would be paid £500 to watch the popular ITV dating show, while enjoying bottles of refreshing WKD Pink. Becoming an ambassador for the brand, the winner would report back on their viewing/drinking experience, as well as receiving two tickets to join the Love Island Aftersun audience.

We shared the story via a carefully targeted media relations campaign, and hosted an application form on the brand’s website to drive traffic and entries.