For Season 6 of Love Island on Peacock Maybelline was an official how partner, embedding the brand seamlessly into the show like never before. From in-show integrations and multiple pieces of custom content to a dynamic social strategy, pop-up events, PR, influencer campaigns, and an extensive “Shop the Villa” e-commerce experience, this season-long, multiplatform collaboration made Maybelline truly stand out with the #1 show of the summer. By aligning perfectly with Love Island’s playful vibe and carefully placing Maybelline products throughout the villa, we crafted a program that authentically connected with fans at every stage from awareness and consideration to conversion driving both engagement and sales.

I led the end-to-end coordination and execution of this high-impact campaign from pre-sale through show production working closely with both internal teams and external partners to deliver a seamless partnership across custom content, social, licensing, PR, and more. included real-time collaboration with internal teams in Los Angeles and on-site production teams in Fiji. In addition to execution, I developed all supporting materials like pitch decks, recaps, tracking documents to effectively manage the campaign, tell a cohesive story, and capture insights to inform future work. These efforts helped strengthen the client relationship and directly led to an expanded Season 7 partnership, where the brand returned as the official beauty sponsor.

The Love Island and Maybelline partnership not only shifted brand perception but also deepened brand love and awareness for their four key products, ultimately leading to an expanded collaboration for Season 7. The multi-faceted campaign delivered strong full-funnel impact: in-show elements boosted top-of-mind awareness while social and shoppable components significantly increased viewer engagement. Pop-up events further amplified consideration extending Maybelline’s reach beyond the screen. Innovative ad formats and commerce driven content including shoppable ads and in-show QR codes played a pivotal role in exceeding engagement benchmarks and driving meaningful brand interaction.