Case Study:
Love Island Campaign, IV Pizza Pub
Love Island USA's seventh season presented a timely opportunity to reach a slightly underrepresented demographic of IV Pizza Pub (IVPP) core demographic — female college students — on their own cultural turf, and position the restaurant as the go-to watch party destination in Isla Vista.
Rather than only promoting watch party events, the campaign built a direct creative bridge between the show and the brand. Mapping cast members to specific pizzas on the menu gave the audience something to engage with, and made IVPP the natural first association when the show's qualities (trending, fun, dramatic, bold) came to mind.
The campaign ran across the show's full airing period, with daily raffle-based giveaways tied to each new episode and regular social updates. The carousel post at right assigned cast members to menu pizzas by personality, framing each pairing with the same tone the show's audience already used to talk about the contestants.
The post drew comments, reactions, and shares from the show's existing fanbase. By anchoring the restaurant's brand to a cultural moment already generating organic conversation, the campaign extended IVPP's reach well beyond its typical audience and made the restaurant synonymous with the Love Island experience in the local area.
Case Study:
Love Island Campaign, IV Pizza Pub
Love Island USA's seventh season presented a timely opportunity to reach a slightly underrepresented demographic of IV Pizza Pub (IVPP) core demographic — female college students — on their own cultural turf, and position the restaurant as the go-to watch party destination in Isla Vista.
Rather than only promoting watch party events, the campaign built a direct creative bridge between the show and the brand. Mapping cast members to specific pizzas on the menu gave the audience something to engage with, and made IVPP the natural first association when the show's qualities (trending, fun, dramatic, bold) came to mind.
The campaign ran across the show's full airing period, with daily raffle-based giveaways tied to each new episode and regular social updates. The carousel post at right assigned cast members to menu pizzas by personality, framing each pairing with the same tone the show's audience already used to talk about the contestants.
The post drew comments, reactions, and shares from the show's existing fanbase. By anchoring the restaurant's brand to a cultural moment already generating organic conversation, the campaign extended IVPP's reach well beyond its typical audience and made the restaurant synonymous with the Love Island experience in the local area.
More IVPP Work:
Regular Business Updates
As social media manager for IVPP, I developed a Canva brand style and uploaded 2–4 posts per week. Content spanned business updates, announcements, and customer communications, positioning the account as a consistent touchpoint for the brand's audience. This post announced an expansion of the restaurant's happy hour offerings.
contact me!
Case Study:
Love Island Campaign, IV Pizza Pub
Love Island USA's seventh season presented a timely opportunity to reach a slightly underrepresented demographic of IV Pizza Pub (IVPP) core demographic — female college students — on their own cultural turf, and position the restaurant as the go-to watch party destination in Isla Vista.
Rather than only promoting watch party events, the campaign built a direct creative bridge between the show and the brand. Mapping cast members to specific pizzas on the menu gave the audience something to engage with, and made IVPP the natural first association when the show's qualities (trending, fun, dramatic, bold) came to mind.
The campaign ran across the show's full airing period, with daily raffle-based giveaways tied to each new episode and regular social updates. The carousel post at right assigned cast members to menu pizzas by personality, framing each pairing with the same tone the show's audience already used to talk about the contestants.
The post drew comments, reactions, and shares from the show's existing fanbase. By anchoring the restaurant's brand to a cultural moment already generating organic conversation, the campaign extended IVPP's reach well beyond its typical audience and made the restaurant synonymous with the Love Island experience in the local area.
More IVPP Work:
Regular Business Updates
As social media manager for IVPP, I developed a Canva brand style and uploaded 2–4 posts per week. Content spanned business updates, announcements, and customer communications, positioning the account as a consistent touchpoint for the brand's audience. This post announced an expansion of the restaurant's happy hour offerings.
contact me!