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Challenge

Bridging the gap: Turning awareness into action

While Snaffle’s brand awareness was growing, many consumers still lacked clarity on what it offers and why they should choose it.

At the heart of Snaffle's messaging is ‘The Strut’ - a creative platform that embodies the feeling of getting what you want, when you want it, and live now. The challenge was to drive awareness and understanding by:

  • Amplifying ‘The Strut’ across media platforms.
  • Increasing consumer understanding of this unique proposition.
  • Reinforcing the reasons to buy from Snaffle: why Snaffle?
  • Delivering a high-impact creative message in a big cultural moment.
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Solution

The ultimate sidekick to main character energy

Strutting is the ultimate display of main character energy, and over half of 13-39-year-olds who embrace this mindset say it fuels their best selves. Being the main character means taking control, prioritising desires, and living as the protagonist of your own story. But even the most confident main characters need a trusty sidekick. 

Snaffle became that sidekick, enabling Aussies to strut with confidence by giving them access to what they want, when they want it. And there was no better place to showcase this than Love Island Australia, the country’s boldest display of swagger and confidence. 

Execution

The official partner of Strut

Snaffle was positioned as Love Island’s official partner of Strut, reinforcing its role as the brand fuelling, celebrating and creating more strut moments. Through a series of in-show integrations, commercial placements and digital amplification, Snaffle seamlessly became part of the Love Island experience. 

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Nine’s multi-platform strategy ensured maximum reach, helping Snaffle bridge the gap between awareness and consideration

  • The Love Island Strut Challenge – A high-impact, branded challenge where Islanders embodied ‘The Strut,’ showcasing their confidence and main character energy.
  • In-Show Integrations – Snaffle was woven into the fabric of the show, reinforcing the brand’s ability to help Aussies live better, live well, and live now. This helped Snaffle remain top of mind throughout the season
  • Social & Digital Extensions – Custom content amplified across Nine’s digital ecosystem and Love Island’s social channels, extending the impact beyond TV and extending Snaffle’s message across key consumer touchpoints.
  • Commercial Placements – Targeted ad placements ensured continued reinforcement of Snaffle’s messaging throughout the season. A seamless approach to move audiences from awareness to action.

By owning the concept of strutting, Snaffle became more than just a retail brand - it became the enabler of confidence and lifestyle aspirations for Love Island’s engaged audience. 

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"We wanted more than just reach. We wanted to build a brand people could connect with. The partnership with Love Island gave us the storytelling and scale to do that, and the results speak for themselves. It helped us move from being just a name people recognised to a brand they actually understood and started to consider."

Sam Brownbill, Head of Media Habitat M

Results

+67% Awareness

Brand awareness increased from 39% to 65%, with recent purchase behaviour doubling. The sponsorship effectively boosted brand recognition and engagement

+267% Consideration

Consideration for Snaffle grew significantly, with the sentiment "it's the only brand I would consider" also doubling

+100% Understanding

Viewers' understanding of Snaffle's service doubled, indicating that exposure through Love Island clarified the brand's offering

Source: Gemba Love Island Snaffle Report 2024

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