After a six year-long hiatus, popular reality talent competition X-Factor Indonesia returned to RCTI’s airwaves. Produced by Fremantle Indonesia, the show needed to find a way to hold auditions that aligned with local safe distancing and health measures amidst the on-going pandemic.
Fremantle Indonesia hoped to:
- Reach potential show contestants
- Encourage people to submit audition videos online
- Promote the new season of X-Factor Indonesia
Fremantle Indonesia partnered with Facebook to create a strategy that could support auditions and drive awareness of the show’s return after several years. By working together, X-Factor Indonesia launched online auditions through Facebook, Messenger and Instagram, as well as an integrated marketing strategy on Facebook and Instagram.
Easy Audition Submission with Messenger
The Facebook team helped integrate an automated experience for Messenger with the XFactorID Facebook Page. The digital assistant helped facilitate and manage the online audition process. To submit their audition, people simply needed to:
- Begin a conversation with XFactorID via Messenger
- Answer questions
- Upload their audition video
To accept audition submissions via Instagram, the X-Factor Indonesia team created a specific template as well as hashtags to be included in submissions. To audition via the platform, aspiring stars needed to save the X-Factor template, record their video within the template, post it, and include three specific hashtags for the submission to be counted.
To broaden awareness of the return of the reality series and urge people to submit audition videos, X-Factor Indonesia ran campaigns on Facebook and Instagram that explained the online process, showed the steps for auditioning, and assured people the videos would all be watched by the show’s judges.
The competition show tapped alumni from previous X-Factor Indonesia seasons to host Facebook Live events. During the livestreams, the singers spoke about how the competition helped their careers, answered questions from viewers, provided their audition tips, and shared information on how people could audition via Facebook and Instagram.
In addition, X-Factor Indonesia introduced three hashtags on Facebook that people could use to recommend their friends and family members submit an audition video. This helped broaden awareness of both the show’s return and the online audition season, as well as boosted engagement with the show’s Page.
By shifting to an online-only audition process across Facebook and Instagram, X-Factor Indonesia successfully spread the word about the show’s return and found its talented crop of candidates for the new season.
Fremantle Indonesia reported the following results:
- 6,100 X-Factor auditions facilitated by Meta using Facebook App, Messenger and Instagram
- 1.1M+ three-second views across Facebook and Instagram*
*From July to October 2021. Results are self-reported and not identically repeatable. Generally expected individual results will differ.
“Holding X-Factor Indonesia auditions in the midst of a pandemic was a daunting challenge, but working with Facebook and Instagram on digital solutions was a wonderful experience. Using Messenger, hashtags, and advertising to reach talented Indonesians worked brilliantly and we’re thrilled for what this season will bring!”
–Firdaus Ginting, Social Media and Digital Producer, Fremantle Indonesia