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Birk and Magna / movie
Project type
π¬ Movie marketing
Role
π©π»βπ» Content Manager
Period
π May β June 2023
Location
πNorway
Target Audience
π₯ Families with kids aged 9β14, educators, and young viewers who enjoy adventure, environmental themes, and youth-driven detective stories.
About the movie / Situation
Birk and Magna is a Norwegian family adventure film that follows two kids uncovering an environmental crime while facing personal and ecological challenges.
With its 2023 theatrical release, the film needed a creative digital campaign that could spark excitement among children, parents, and educators β extending the storyβs eco-adventure narrative across platforms in ways that felt fun, interactive, and true to its values.
Task
My role was to lead the creative content strategy and develop a family-friendly, high-engagement campaign β despite having no budget for paid digital advertising.
The objective was to organically generate buzz, encourage attendance at local premieres and screenings, and build a lasting emotional connection with both kids and parents.
To do this, I focused on storytelling formats and interactive content that could spark curiosity and inspire sharing across platforms.
ACTION
β
Led a fully organic digital strategy across Instagram, TikTok, and Facebook β building visibility, excitement, and emotional connection without any paid media.
β
Produced high-engagement short-form content, including:
ππ» Curated clips highlighting friendship, courage, and environmental themes
ππ» Motion posters, carousels, countdowns, and BTS snippets
ππ» A Reel that reached 871K+ views, with 212K+ additional views across other clips
β
Launched interactive filters and mini-games to immerse kids in the filmβs world and boost replayability and shares.
β
Ran creative contests and giveaways to drive user participation through drawing, storytelling, and eco challenges.
β
Co-created behind-the-scenes TikToks with cast and crew, helping young viewers relate to the characters.
β
Partnered with family-focused influencers:
ππ» Invited them to the premiere and introduced them to cast & crew
ππ» Supported them in creating authentic, story-driven content
ππ» Amplified reach among parent audiences
β
Grew the official IG from 0 to 9.5K+ followers in 3 months, entirely through organic engagement.
β
Kept all content aligned with the filmβs values β blending emotional storytelling with fun, kid-friendly messaging.
RESULT
π’ With no digital ad budget, the campaign still achieved exceptional organic reach and engagement. The influencer strategy expanded visibility among parents, while games, challenges, and relatable short-form content captured kidsβ attention.
The premiere evolved into a multi-platform, community-driven event, extending the experience beyond the cinema and cementing Birk and Magna as a memorable, meaningful family film.
