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Everything Must Go / movie
Project type
🎬 Movie marketing
Role
👩🏻💻 Digital Marketing Manager
Period
📅 Jan – Apr 2025
Location
📍Norway
Target Audience
👥 Adults 30+, family-oriented viewers, and emotionally driven audiences who connect with themes of nostalgia, grief, and sibling relationships.
Recognition
⭐️ Opened the 35th Tromsø International Film Festival in 2025
About the movie / Situation
Everything Must Go is a heartfelt Norwegian drama following three adult siblings who reunite to clear out their childhood home, triggering unresolved memories and emotionally intense confrontations. The film was selected to open the 2025 Tromsø International Film Festival and was set for a nationwide theatrical release. To support this, the team needed a digital campaign that could emotionally connect with a broad audience and convert that connection into cinema attendance.
Task
I was responsible for planning and executing a cost-efficient, emotionally resonant digital advertising campaign that would promote the film across all of Norway. Since direct tracking of ticket sales wasn’t possible due to third-party cinema websites and offline purchases, the campaign’s key measurable objective was to drive qualified traffic (link clicks) to the FilmWeb page, where users could find their local screenings and complete ticket purchases.
ACTION
✅ Executed a multi-channel digital advertising strategy across Meta, TikTok, and Google Ads (YouTube, Display, Gmail, and Search), with a strong focus on emotional storytelling and visual cues
✅ Created audience-specific messaging and ad variations, using creative assets that highlighted emotionally intense, relatable scenes — while carefully avoiding key plot reveals
✅ Developed and implemented a ticket-focused marketing funnel, structured around Awareness → Engagement → Traffic, designed to guide users step-by-step toward link clicks and ticket purchases
✅ Continuously monitored, tested, and optimized ad sets based on performance data to maximize engagement and minimize cost, adjusting audience segmentation, placements, and creatives as needed
✅ After the campaign, I prepared a comprehensive performance analysis and summary for the client, detailing which assets and messages performed best (or underperformed — and why), patterns in audience behavior and platform performance, and a list of clear, strategic recommendations to guide future campaigns
RESULT
📈 Digital Campaign Highlights
👉🏻 $19K total budget
👉🏻 2M+ unique users reached across all platforms
👉🏻 13M+ impressions delivered
👉🏻 450K+ engagements
👉🏻 180K+ ThruPlays
👉🏻 93K+ link clicks
💰 Campaign costs significantly outperformed Norwegian digital market benchmarks (by up to 96%):
👉🏻 Reach CPM: from $1.28
👉🏻 Impressions CPM: from $0.89
👉🏻 Engagement CPA: from $0.0048
👉🏻 CPC: from $0.057 to $0.21
📢 The campaign drove nationwide visibility and directed a high volume of qualified traffic to the FilmWeb page — generating 93,000+ link clicks and helping audiences across Norway discover the film and attend screenings in their local cinemas.
