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FremantleMedia UK Interactive appoints social media agency Social Life as campaign for The X Factor expands

Social Life founders

FremantleMedia UK Interactive (FMUKi) and Social Life are working together on a new, ramped up social media presence for The X Factor’s 2014 season.

The show’s fresh approach includes introducing new technology and platforms, while content will take a younger tone and deepen audience engagement.

Social Life will develop and manage all campaigns across Twitter, Facebook, Google + and Instagram, and introduce video platform Vine and new social assets including GIFS, user generated content features and native Twitter video, in the run up to and during the live shows.

Social Life’s remit is to implement strategy and production of all social media activity for The X Factor’s eleventh series.

This year’s launch received the highest viewing figures since 2011, with the return of Simon Cowell and Cheryl Fernandez-Versini attracting a peak audience of over 10.5 million.

“The X Factor is already the biggest show on Twitter and we’re making it even bigger,” said Charlie Campbell, Executive Producer at FMUKi. “We need a partner with a deep understanding of social channels, content integration and audience behaviour, and Social Life was the clear choice. We’re looking forward to a fantastic series.”

Recent research from Twitter revealed that The X Factor is most tweeted-about UK TV series, generating 9.4 million tweets in the 12 months to May this year.

“We hope to enhance and develop the existing X Factor social spaces with fun, engaging and interactive features,” said Laura-May Coope, co-founder of Social Life. “With a panel of judges and musical acts that young audiences love to connect with, The X Factor is the ideal collaboration for Social Life given our previous experience with building incredible communities online.”

Social Life will be based on set for the live shows, creating real-time social media content with its new Lead Producer Abigail Balfe. Balfe was formerly Digital Channel Manager at Syco Entertainment, where she produced projects for Little Mix and One Direction.

Social Life is run by co-founders Laura-May Coope and Alistair Parrington, ex BBC Radio 1 and 1Xtra social media and digital innovation lead producers. Social Life clients include BBC Three, Sony Music and MTV.

About Social Life

Social Life brings broadcasters, brands and young audiences together using strategic social media campaigns over a number of different platforms. As social media experts, Social Life knows how to start a conversation effectively, productively and successfully to bring maximum attention. The agency’s clients include X Factor, MTV, BBC Three, Neighbours, Complex and Converse. Social Life is run by Laura-May Coope and Alistair Parrington, ex BBC Radio 1 and 1Xtra social media and digital producers.

About The X Factor

The X Factor is one of the most watched entertainment programmes in the UK. Airing on ITV, the UK’s largest commercial broadcaster, it was created by Simon Cowell and is owned and co-produced by Syco TV (a joint venture between Simon Cowell and Sony Music Entertainment) and Thames (a label of FremantleMedia UK). The official X Factor website,, is produced by FremantleMedia UK Interactive with ITV and is the online home for The X Factor 2014.

For further information please contact:

Claire Armitt
07985 297842

Belinda Thomas-Dunphy
0207 691 6911