Oh Polly creates its first TV ad to capitalise on Love Island

Oh Polly has unveiled its first national TV campaign to capitalise on the fashion hungry Love Island audience.

The spot features model and Instagrammer Demi Rose and promotes her collaborative collection with the trend-led etailer. Media Agency Group was charged with raising Oh Polly's profile with “aspirational female fashion followers”.

“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," said Oh Polly CEO and creative director Claire Henderson.

The campaign will run throughout the month targeting 16-34 year olds. 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.”

Love Island is officially sponsored by ISAWITFIRST, another one of the new wave of fast fashion etail sites to have emerged in recent years on the tails of brands such as Missguided and Pretty Little Thing. Despite ISAWITFIRST's sponsorship of the show, one of the contestants, Molly-Mae Hague, has worn swimsuits and clothing on-screen from Oh Polly giving it valuable exposure.

Read more about Glasgow-based Oh Polly in our master data base of fashion, The Intelligence.