How To... Turn a Love Islander into an Influencer

It’s finally over. The craze that has gripped the nation – with 2.1 million viewers at its peak – ended on Monday, with Kem and Amber crowned victorious, leaving with £50,000 in cash.

However, for many brands, the finale represents a sudden exodus of newly famous celebrities, prime for influencer marketing. In my experience, celebrities are a different kind of partner than an influencer who has slowly built a platform from their bedroom. So how do you handle a celebrity partner for your influencer campaign, and is this any different to working with the creator community? 

One crucial point to remember, is that these ex-Islanders are now hugely popular, and will be able to engage large audiences in new products (even holidays to Majorca have jumped in popularity) – but a couple of weeks ago, they weren’t influencers at all. This sudden stardom means they won’t necessarily be aware of the ASA rules on advertising, and may not realise that their fans have high expectations and often won’t engage with overtly branded posts. Below are my top tips for working to create an amazing influencer campaign when you’re working with a new-found celebrity. 

1. Help to maintain their authenticity

If you want to partner with Camilla, don’t pressure her into posting as many posts as possible about your new tan cream. She needs to do it in her way – with the product included in a way that feels natural to her. It’s easy for brands to push around influencers who don’t know yet that they have a say, but if you do, both sides lose. Her followers will see it as inauthentic, so she loses the influence that you’re investing in.

2. Be clear from the beginning

We often find that brands working directly with influencers aren’t clear with them on their goals, and what they consider to be success. The Islanders are going to be exposed to a lot of noise from the media, advertising industry, and their first thought may not to be to read the small print in your contract. If you want a partnership that works for you both, be up front with them about what you expect.

3. Transparency is key

Enable them to play by the rules. Most consumers have no idea that influencers are required by law to put #ad or #spon in a post that they are paid for – and there’s a chance that the Islanders won’t know either. Working with influencers reaps great rewards – but it also means looking out for their welfare. It’s worth debriefing them on the rules as a key part of your campaign agreement.

4. Think about the long-term

We get it – charcoal toothpaste makes your teeth whiter. But posting this repeatedly isn’t good marketing. The best kind of brand/influencer partnership is one that is long-lasting, and your strategy will impact how long both of you can benefit from working together. Instead of hammering home the same message through their platform, approach them with a mind to working together for a year, or longer. This will help you both to build brand reputation as a slow-burner instead of a short term hit, something that can be damaging for the influencer.

5. Have fun

Influencers are great to work with because they have the freedom to react to their fans, work out what they like – and frankly, they often understand them far more than many brand marketers. Let them have freedom, and enjoy the way they make the product their own. The Islanders are popular because of their personalities; run with their attitude and get creative with how you work together. 

So whether you want a campaign with Chris, to advertise with Alex or to market with Montana, those are my top tips for how to influence with Love Island. As with any influencer campaign, the key takeaway is that you have to be transparent, authentic and clear. However, with newly famous celebrities, you need to handle them a little differently – you have an opportunity to work with someone who can grow with you, if only you make sure you look out for their welfare in a mutually beneficial partnership.