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My Uncle Jens / movie
Project type
🎬 Movie marketing
Role
👩🏻💻 Digital Marketing & Content Manager
Period
📅 Jan – May 2025
Location
📍Norway
Target Audience
👥 Multicultural and urban audiences, including teens and adults (ages ~16–55), especially those drawn to dramedies that explore identity, generational conflict, and immigration with humor and heart.
Recognition
⭐️ World premiere at the 2025 South by Southwest (SXSW) Film Festival
⭐️ Selected for the 2025 Taipei Film Festival (City in Focus program)
🏆 Awarded the Norwegian Film Critics Award for Best Film and Best Actor
About the movie / Situation
My Uncle Jens is a Norwegian-Kurdish dramedy about Akam, a teacher in Oslo whose peaceful life is turned upside down by a surprise visit from his eccentric uncle from Iran. After its world premiere at SXSW and strong international festival momentum, the film was set for a nationwide theatrical release in Norway. The campaign needed to spark curiosity, generate word of mouth, and bring diverse Norwegian audiences — across age groups, backgrounds, and regions — into cinemas.
Task
I was responsible for creating and executing a content and digital marketing campaign to promote the film across Norway. Since ticket purchases occurred through hundreds of third-party and offline channels, our measurable performance goal was to generate maximum link clicks to the film’s FilmWeb page, where audiences could find showtimes in their city and proceed to purchase tickets via their local cinema websites.
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ACTION
✅ Created over 20 unique high-performing short-form videos and visuals for social media and digital ads, showcasing emotionally resonant and humorous moments. I crafted each asset using strong hooks, visually unique scenes, and relatable themes — while carefully avoiding spoilers.
✅ Led a multi-channel digital advertising strategy across Meta, TikTok, and Google Ads (YouTube, Display, Gmail, and Search), optimized for reach, engagement, and cost-efficiency.
✅ 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 and executed a ticket-driven marketing strategy in collaboration with the team, aligned with premiere timelines and audience behaviors to support festival turnout and local theatrical runs.
RESULT
📈 Digital Campaign Highlights
👉🏻 $16K total budget
👉🏻 3M+ unique users reached across all platforms
👉🏻 11M+ impressions delivered
👉🏻 650K+ engagements
👉🏻 500K+ ThruPlays
👉🏻 70K+ link clicks
💰 Campaign costs significantly outperformed Norwegian digital market benchmarks (by up to 95%):
👉🏻 Reach CPM: from $0.76
👉🏻 Impressions CPM: from $0.56
👉🏻 Engagement CPA: from $0.0029
👉🏻 CPC: from $0.055 to $0.13
📢 The campaign generated 70,000+ link clicks to the film’s FilmWeb page, effectively guiding audiences across Norway to discover local screenings and purchase tickets. While exact ticket sales data was not accessible, the strong traffic performance helped drive awareness, cinema turnout across regions, and contributed to the film’s critical acclaim, awards recognition, and position as one of Norway’s most notable international releases in 2025.
