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The X Factor

Based on the strength of our expertise gained at BBC Radio 1 and One Direction’s 1D Day, Fremantlemedia appointed us to amplify the X Factor’s epic social media presence with a teen-orientated digital campaign. From backstage Instagram, gamified content, to launching Vine and reflecting live shows with highest quality shareable updates, we delivered an all encompassing social treatment that made sure the X Factor was bigger than it ever has been.

  • Creative
  • Community Management
  • Strategy
  • Influencer Activity
  • Social Video
  • Live Events
  • Content Production
203%
follower increase

Idea

We used twitter to add an additional layer of narrative to the show’s on-air content giving the social audience exclusive access to every element of the show’s journey. We created a fresh editorial tone and style that gave the show a revitalised personality targeting a younger audience. This included in-house production of images, editorial, gifs and micro-video. We reflected the huge conversation that was taking place, building live interaction with high profile influencers and seeing engagement increase by huge numbers. We decided to adapt our Facebook strategy to complement the way that people now use the platform. Our strategy focussed on high quality updates alongside nostalgic content from the show’s archive, native video and controversial posts that attracted high levels of share from the page’s 9.5 million fans.

863k
retweets

Results

We decided to adapt our Facebook strategy to complement the way that people now use the platform. Our strategy focussed on high quality updates alongside nostalgic content from the show’s archive, native video and controversial posts that attracted high levels of share from the page’s 9.5 million fans.