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SKI / movie
Project type
🎬 Movie marketing
Role
👩🏻💻 Digital Marketing & Content Manager
Period
📆 Nov. 2024 – Feb. 2025
Location
📍Norway
Target Audience
👥 Adventure-seeking adults 18–45, ski enthusiasts, outdoors lovers, and fans of extreme sports documentaries with high visual impact and emotional storytelling
Recognition
⭐ Premiered at the 2025 Tromsø International Film Festival, opening the Films from the North program
⭐ Screened at the 2025 Trento Film Festival
⭐ Selected for the 2024 iF3 Chamonix Ski Film Festival
⭐ Later screened across other Scandinavian and European countries, with expanded entry into American markets
About the movie & Situation
SKI (2024) is a gripping Norwegian documentary following skier and filmmaker Nikolai Schirmer as he documents his friend’s extreme challenge: climbing and skiing 27 peaks in Northern Norway over just four days. Ahead of its world premiere and festival run, the film required a compelling digital campaign to build buzz, attract the right audience, and drive ticket sales.
Task
I was responsible for promoting the film and driving nationwide interest in cinema attendance by creating high-performing content and launching a performance-driven digital ad campaign. While we couldn’t track ticket purchases directly — as transactions happen across hundreds of individual cinema websites — the primary measurable goal was to drive as much qualified traffic (link clicks) as possible to the film’s FilmWeb page, where users could find their local screening and be redirected to purchase tickets from their regional cinema.
ACTION
✅ Created over 20 unique short-form videos and visuals, tailored to platform algorithms and audience behavior. Each piece focused on the most emotionally and visually engaging moments, crafted with strong hooks, dramatic pacing, and relatable storytelling.
✅ Led a multi-channel digital advertising strategy across Meta, TikTok, and Google Ads (YouTube, Display, Gmail, and Search) to reach targeted users and maximize campaign engagement.
✅ Built and executed a 3-phase campaign funnel (Awareness → Engagement → Traffic). In the Awareness phase, I launched the largest volume of content to A/B test performance. I paused underperforming creatives, analyzed top-performing ones to identify key success drivers, and continuously optimized campaigns to maximize results.
✅ Co-developed a ticket-focused marketing strategy with the team, strategically aligning campaign milestones with screening dates to increase conversions during peak interest periods.
RESULT
📈 Digital Campaign Highlights
👉🏻 $29K total budget
👉🏻 4M+ unique users reached across all platforms
👉🏻 65M+ impressions delivered
👉🏻 380K+ engagements
👉🏻 300K+ ThruPlays
👉🏻 79K+ link clicks
💰 Campaign costs significantly outperformed Norwegian digital market benchmarks (by up to 95%):
👉🏻 ThruPlays CPA: from $0.0067
👉🏻 Engagement CPA: from $0.0048
👉🏻 Impressions CPM: from $0.20
👉🏻 Reach CPM: from $1.43
👉🏻 CPC: from $0.049
📢 The campaign drove exceptional visibility and engagement across Norway, resulting in 79,000+ link clicks to the film’s FilmWeb page, where users could find and book tickets at their local cinemas. This high volume of traffic contributed to strong nationwide attendance, strong festival visibility, and expanded theatrical and digital releases across Scandinavia, Europe, and the U.S.
