Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
A New Kind of Wilderness / movie
Project type
🎬 Movie marketing
Role
👩🏻💻 Digital Marketing & Content Manager
Period
📅 Mar – May 2024
Location
📍Norway
Target Audience
👥 Adults 25–55, eco-conscious and emotionally attuned audiences, and fans of deeply personal documentaries on alternative lifestyles, grief, and resilience.
Recognition
🏆 Winner of the World Cinema Grand Jury Prize: Documentary at the 2024 Sundance Film Festival.
About the movie / Situation
A New Kind of Wilderness is a visually intimate documentary about a Norwegian family living off the grid, navigating daily life in nature and their emotional reality following the mother’s passing. The film needed a campaign that could translate international recognition into national cinema attendance in Norway — especially among reflective, environmentally conscious adults.
Task
I was responsible for creating and executing a content-driven digital marketing campaign to promote the film’s theatrical release across Norway. As direct ticket sales could not be tracked due to decentralized cinema platforms and offline purchases, the measurable goal was to drive high volumes of qualified link clicks to the film’s FilmWeb page, where users could find screenings and complete their ticket purchases.
ACTION
✅ Produced emotionally resonant short-form video content for social media, using scenes that emphasized natural beauty, family intimacy, and emotional vulnerability
✅ Developed a campaign narrative that blended visual calm with emotional depth, inviting eco-conscious and emotionally reflective viewers into the family’s world without over-sensationalizing grief
✅ Executed a digital ad strategy on Meta, with custom targeting for sustainability-focused users, parents, documentary fans, and followers of award-winning cinema
✅ Built a three-phase funnel (Awareness → Engagement → Traffic), testing and optimizing creative assets and ad copy based on audience response and performance data
✅ Ensured consistent campaign tone and visual alignment with the film’s aesthetic, to maintain authenticity and attract viewers most likely to connect deeply with the story
RESULT
📈 Digital Campaign Highlights
👉🏻 $6K total budget
👉🏻 950K unique users reached across all platforms
👉🏻 1,7M+ impressions delivered
👉🏻 540K+ engagements
👉🏻 80K+ThruPlays
👉🏻 32K+ link clicks
💰 Campaign costs significantly outperformed Norwegian digital market benchmarks (by up to 82% cheaper impressions CPM and 92% cheaper CPC):
👉🏻 Reach CPM: from $2.83
👉🏻 Impressions CPM: $1.69
👉🏻 Engagement CPA: $0.0049
👉🏻 CPC: from $0.11
📢 The campaign resonated strongly with emotionally driven and eco-conscious audiences across Norway, successfully driving 32,000+ link clicks to the FilmWeb page and supporting national theatrical attendance.
