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Unforgivable / movie
Project type
🎬 Movie marketing
Role
👩🏻💻 Digital Marketing Manager
Period
📅 Dec 2024 – Feb 2025
Location
📍Norway
Target Audience
👥 Adults 30+, history buffs, feminist and social justice-oriented viewers, and those interested in WWII, postwar trauma, and untold stories of women.
Recognition
⭐️ Premiered at the Bergen International Film Festival.
⭐️ Received critical acclaim from major Norwegian outlets.
⭐️ Grossed over $230,000 internationally, primarily from its Norwegian release.
About the movie / Situation
Unforgivable is a powerful and deeply researched documentary by investigative journalist Lena-Christin Kalle, uncovering the little-known stories of Norwegian women who had relationships with German soldiers during WWII and were punished after the war. With its high-profile premiere and critical acclaim, the film needed a digital campaign that could resonate with socially engaged and historically aware audiences and drive cinema attendance across Norway.
Task
I was responsible for leading a content and digital marketing campaign to promote the film’s national release. Since direct ticket sales could not be tracked due to the decentralized nature of cinema platforms and offline purchases, the main goal was to drive qualified traffic (link clicks) to the film’s FilmWeb page, where users could find screenings in their city and proceed to buy tickets.
ACTION
✅ Created emotionally resonant short-form video content for social media, highlighting powerful interviews, archival footage, and themes of injustice, shame, and resilience — without revealing critical details or turning the tone into pure outrage
✅ Executed a multi-channel advertising strategy across TikTok and Google Ads (YouTube), targeting audiences aligned with human rights, historical justice, and untold stories
✅ Implemented a three-phase funnel (Awareness → Engagement → Traffic), testing multiple creative directions and optimizing performance toward link clicks and engagement
✅ Collaborated closely with the distribution team to time paid campaigns around press coverage, screenings, and key cultural moments (e.g., related anniversaries or national historical events)
RESULT
📈 Digital Campaign Highlights
👉🏻 $1K total budget
👉🏻 200K+ unique users reached across all platforms
👉🏻 850K+ impressions delivered
👉🏻 150K+ ThruPlays
👉🏻 4K+ link clicks
💰 Campaign costs significantly outperformed Norwegian digital market benchmarks (by up to 96%):
👉🏻 Reach CPM: from $2.59
👉🏻 Impressions CPM: $0.96
👉🏻 CPC: from $0.11
📢 The campaign helped generate national awareness and meaningful engagement with Unforgivable’s subject matter — directing a strong volume of qualified traffic to the FilmWeb page and supporting the film’s $230,000+ international box office, largely driven by Norwegian theatrical success.
The campaign reinforced Unforgivable's reputation as one of Norway’s most socially and historically impactful documentaries of 2025.
