X-Factor

Social Media Strategy for the Italy’s most loved talent show

For the 12th edition (Sept 2019), social media played a central role in extending the show beyond broadcast and keeping audiences engaged throughout the season.

At Sky, I was responsible for shaping and managing the social media strategy, supporting internal stakeholders with insights, data and real-time decision-making. I worked closely with editorial, production and marketing teams to ensure consistent, responsive and engaging social coverage across the competition.

Key responsibilities included:

• Developing and managing a day-by-day social media plan for Sky Uno

• Delivering live social coverage during episodes throughout the competition

• Producing weekly performance reports using Nielsen Social and Socialbakers

• Conducting real-time sentiment analysis to inform content and messaging

• Managing influencer invitations and coordination

• Leading the Photobooth project in partnership with Instagram

• Developing and executing a flexible, video-first content strategy