RTLZWEI Partners with Branch to Optimize the Cross-channel User Experience in the Love Island App

During the broadcast period of Love Island, the TV show is accompanied by content on numerous digital channels such as Instagram, Facebook, the website RTLZWEI.de and YouTube, in order to take the different usage habits of the users into account. The challenge with this extensive 360-degree communication is providing users with a consistent point of contact where they can make sure they are up to date. Therefore, the Love Island app plays a special role as a central content hub for the most important content about the TV show. With voting available in the app (through which the show can be directly influenced), exclusive insights into the lives of the “Islander”, and various interactive functions, the app has several unique selling points. But compared to their social media content and the website, RTLZWEI had a challenging time extending the in-app user base and user engagement over the various seasons due to difficulty of discovering the app within app stores.

  • 20% of app installs came from Branch links
  • 52% of app opens came from Branch links