Oh Polly targets Love Island audience with first TV ad
Glasgow-based fashion brand Oh Polly has joined the ranks of retailers looking to capitalise on Love Island’s popularity by launching its first national TV campaign this summer.
The media deal, brokered by Media Agency Group, sees Oh Polly promote its new metallic swimwear collection launched in collaboration with Instagram star Demi Rose.
The TV advert launched earlier this month and will run throughout the month of July targeting fashion-conscious women aged 16-34.
Claire Henderson, CEO and creative director of Oh Polly, said: “Launching our first ever TV advert was an exciting moment for the Oh Polly team. The Love Island audience is the perfect audience for us. The success of our brand has been largely due to the fabulous Instagram community we’ve built over the last three years so we could think of no-one better than Instagram sensation, Demi Rose, to put at the heart of our latest campaign.”
John Kehoe, CEO of Media Agency Group, added: “The power of TV and VOD in the media world is still a valuable commodity. Love Island has clearly demonstrated how young audiences are using the medium to engage with brands and subsequently make relevant buying choices.”
Oh Polly has already gained valuable TV exposure during Love Island thanks to one of the show’s contestants, Molly-Mae Hague, who has repeatedly worn swimsuits and dresses from the brand despite the show’s sponsorship deal with rival I Saw It First.
Oh Polly and I Saw It First are part of a new wave of fashion e-tailers selling short dresses and provocative party outfits for young women.
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