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Mina and the Radio Bandits / movie
Project type
🎬 Movie marketing
Role
👩🏻💻 Digital Marketing & Content Manager
Period
📅 Jul – Sept 2024
Location
📍Norway
Target Audience
👥 Documentary fans 25–60, social justice advocates, and those interested in prison reform, human connection, and creative rehabilitation.
Recognition
⭐️ Nominated for the VIKTOR Main Competition DOK.international at DOK.fest München.
About the movie / Situation
Mina and the Radio Bandits is a powerful documentary that follows Mina as she builds a radio station inside a prison, using conversation and creativity to foster trust and connection between inmates and the outside world. With its nomination at DOK.fest München and critical attention, the film required a digital marketing campaign that could engage socially conscious audiences and support its theatrical rollout in Norway.
Task
I was responsible for leading a content and digital marketing campaign to promote the film’s theatrical release across Norway. While ticket sales could not be tracked directly due to third-party cinema platforms and offline purchases, the core measurable objective was to drive qualified traffic (link clicks) to the film’s FilmWeb page, where audiences could discover local screenings and complete ticket purchases.
ACTION
✅ Produced short-form video content for social media, highlighting emotionally resonant and human-centered moments — including scenes of vulnerability, humor, and trust-building between Mina and the incarcerated participants
✅ Executed a multi-channel digital advertising strategy across Meta, TikTok, and Google Ads (YouTube, Display, Gmail, and Search), tailoring messaging to appeal to documentary enthusiasts, activists, and justice-minded viewers
✅ Developed a funnel-based campaign structure in collaboration — Awareness → Engagement → Traffic — to guide audiences toward the FilmWeb page and maximize impact around the national release window
✅ Tested and optimized creative variations to highlight different emotional and thematic entry points for various audience segments (justice reform, art in confinement, human resilience)
RESULT
📈 Digital Campaign Highlights
👉🏻 $7K total budget
👉🏻 1,5M+ unique users reached across all platforms
👉🏻 3M+ impressions delivered
👉🏻 200K+ engagements
👉🏻 45K+ ThruPlays
👉🏻 31K+ link clicks
💰 Campaign costs outperformed Norwegian digital market benchmarks (by up to 93%):
👉🏻 Reach CPM: from $2.50
👉🏻 Impressions CPM: $1.90
👉🏻 Engagement CPA: $0.0049
👉🏻 CPC: from $0.094
📢 The campaign drove meaningful engagement and high-quality traffic to the FilmWeb page — generating 31,000+ link clicks and helping audiences across Norway connect with the film’s message and attend local screenings. While exact box office figures were unavailable, the campaign supported a strong theatrical presence and reinforced Mina and the Radio Bandits as a vital, human-centered documentary in the 2024 cultural conversation.
