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Armand / movie
Project type
🎬 Movie marketing
Role
👩🏻💻 Digital Marketing & Content Manager
Period
📅 Aug – Nov 2024
Location
📍Norway
Target Audience
👥 Adults 30+, arthouse and festivalgoers, and viewers interested in psychological dramas, moral ambiguity, and critically acclaimed, character-driven narratives
Recognition
🏆 Winner of the Caméra d'Or at the 2024 Cannes Film Festival
🏆 Shortlisted for Best International Feature Film at the 97th Academy Awards
About the movie / Situation
Armand is a psychological drama centered on a mother who faces disturbing accusations at her son’s school, unraveling a layered story of obsession, ambiguity, and madness. With the film gaining significant international recognition, including a Caméra d'Or at Cannes and Oscar shortlist status, the challenge was to convert critical acclaim into local theatrical attendance across Norway.
Task
I was responsible for planning and executing a content and digital marketing campaign to promote the film’s theatrical release across Norway.
Since ticket sales couldn’t be directly tracked due to the use of decentralized cinema websites and offline purchases, the campaign’s primary measurable objective was to drive high volumes of qualified traffic (link clicks) to the film’s FilmWeb page — where users could explore local screenings and proceed to purchase tickets.
ACTION
✅ Created high-impact short-form video content tailored for social media, selecting the most emotionally charged and visually powerful scenes, featuring strong hooks, striking imagery, and moments with well-known actors — while avoiding major spoilers
✅ Executed a multi-platform digital advertising strategy across Meta, TikTok, and Google Ads (YouTube, Display, Gmail, and Search), optimized to engage emotionally driven, arthouse-leaning viewers
✅ Developed a ticket-focused funnel strategy, using a three-phase structure (Awareness → Engagement → Traffic) to guide users toward discovering the film and clicking through to their local cinema pages
✅ Continuously monitored and optimized campaign performance based on audience response, engagement trends, and content effectiveness
RESULT
📈 Digital Campaign Highlights
👉🏻 $20K total budget
👉🏻 2M+ unique users reached across all platforms
👉🏻 7M+ impressions delivered
👉🏻 370K+ engagements
👉🏻 100K+ ThruPlays
👉🏻 116K+ link clicks
💰 Campaign costs significantly outperformed Norwegian digital market benchmarks (by up to 97%):
👉🏻 Reach CPM: from $1.70
👉🏻 Impressions CPM: from $1.09
👉🏻 Engagement CPA: from $0.0048
👉🏻 CPC: from $0.049 to $0.10
📢 The campaign helped drive targeted awareness across Norway and generated 116,000+ link clicks to the FilmWeb page — encouraging national audiences to discover and attend screenings of Armand.
While direct box office figures weren’t available, the campaign supported a critically acclaimed theatrical run and reinforced Armand's position as one of Norway’s most high-profile and internationally recognized films of 2024.
