The Prime Video Dubbing Factory is a new generation casting initiative that launched on TikTok in the form of a TikTok challenge. To become the new voice-over artist of one of their favourite series, TikTok users had to dub the Prime Video content of their choice to show off their talent to the world. A social activation supported by many influencers who helped to engage a community always eager to express its creativity. In the end it was Philippe who fulfilled his dream to become one of the French voices of the series, The Boys, Prime Video’s most popular show.

Prime Video is proud of its many original French productions and regularly showcases the various talents of its production teams (actors, directors, editors, cameramen, etc). Including their French voice-over artists! These strong characters are loved by many in a market where half of the population prefers to watch series in the dubbed French versions. Prime Video is also constantly looking for new ways to engage its community on social media and more recently on TikTok, a new platform for the brand who wanted to considerably increase its engagement rate and its number of followers.

The operation was mainly aimed at TikTok users, as wells as fans of the series and amateur dubbing artists (some of them signed up on the platform specifically to take part in the challenge!). To increase the number of participations, dozens of scenes from popular Prime Video shows were made available. There were all sorts of different genres (horror, comedy, etc) and all sorts of characters (men, women, non-gendered). Influencers and real actors also took part, giving a range of both professional and quirky performances. This all helped to increase the reach and the desire to participate.

Introducing the Prime Video Dubbing Factory. The first 100% TikTok challenge that invited users to become one of the next French voices of their favourite series. To do so, they had to select one of the many scenes the brand had made available on the platform and, using the “duet” feature, dub the actor that’s been muted. Nearly 100 000K participants lent their voices to one of the characters from a Prime Video series and thus promoted the show by sharing the experience with their followers on their own TikTok channels. In the end it was Philippe who was chosen to fulfil his dream and enjoy a unique experience in the Prime Video dubbing studios. He is now one of the French voices for The Boys series, the most popular show on the streaming platform.

The Prime Video Dubbing Factory initiative lasted a week in June 2022. It was accessible on the social network TikTok and was also promoted on other platforms with a drive-to TikTok strategy. On the platform itself the HTC challenge, One Day Max and Top View formats guaranteed maximum exposure.

An influencer strategy capitalizing on the platform’s influencers: Jessy.mp4 (3.2M TikTok followers), epsylonetattoo (2.1M TikTok followers), justinemaarc (4.5M TikTok followers), chloeguerinvoetc (22k TikTok followers), was also implemented alongside real French voice-over artists like donaldreignoux (151k TikTok followers), jpmofficiel (442k TikTok followers) to optimize participations and the vitality of the campaign.

+83k unique participations

+45M impressions

+300M views

12.3M total reach

+120K new followers

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