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Explosions in My Heart / movie
Project type
🎬 Movie marketing
Role
👩🏻💻 Digital Marketing & Content Manager
Period
📅 May – July 2024
Location
📍Norway
Target Audience
👥 Young adults 18–35, LGBTQ+ viewers, and fans of emotionally intense, introspective relationship dramas with themes of love, identity, and autonomy.
About the movie / Situation
Explosions in My Heart is an emotionally raw and introspective romantic drama about Billy, who falls for Nilo — only to discover that her new lover practices polyamory. The story explores themes of autonomy, desire, and emotional vulnerability. As the film prepared for its theatrical release in Norway, it needed a digital campaign that would authentically reach young adults and LGBTQ+ audiences, sparking both interest and cinema attendance.
Task
I was responsible for both creating content and executing a digital marketing campaign to promote the film’s theatrical release across Norway. Since direct ticket sales could not be tracked due to decentralized cinema platforms and offline purchases, the campaign’s measurable goal was to drive qualified traffic (link clicks) to the FilmWeb page, where audiences could find local screenings and complete their ticket purchase. The task also involved building compelling creative assets that would emotionally connect with young, queer audiences and reflect the film’s introspective tone.
ACTION
✅ Created all key visual assets for the campaign, including an official teaser (cut from scratch), short-form clips, motion posters, and image carousels featuring press quotes and reviews
✅ Crafted emotionally driven short-form content for social media using scenes centered on intimacy, identity, and vulnerability — with hooks and pacing designed to resonate with LGBTQ+ and emotionally reflective audiences
✅ Executed a digital advertising strategy across [insert platforms used, e.g., Meta, TikTok, YouTube], targeting interest-based segments (e.g., LGBTQ+, indie romance fans) and age demographics 18–35
✅ Built and optimized a three-phase marketing funnel (Awareness → Engagement → Traffic), refining performance through iterative creative testing and in-platform analytics
✅ Maintained visual and narrative consistency across all materials to reflect the film’s style and emotional tone — ensuring respectful, honest representation of queer relationships and identity
RESULT
📈 Digital Campaign Highlights
👉🏻 $6K total budget
👉🏻 370K+ unique users reached across all platforms
👉🏻 1,5M+ impressions delivered
👉🏻 70K+ engagements
👉🏻 50K+ ThruPlays
👉🏻 20K+ link clicks
💰 Campaign costs significantly outperformed Norwegian digital market benchmarks (by up to 77% lower CPM and up to 89% lower CPC):
👉🏻 Reach CPM: from $3
👉🏻 Impressions CPM: $2.39
👉🏻 CPC: from $0.15
📢 The campaign generated strong digital visibility and community engagement, particularly among younger and LGBTQ+ audiences. By centering emotion, identity, and authentic representation, it successfully drove 20,000+ link clicks to the FilmWeb page — encouraging audiences across Norway to discover the film and attend local screenings.
