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Woolly / movie
Project type
🎬 Movie marketing
Role
👩🏻💻 Digital Marketing & Content Manager
Period
📅 Jan – Mar 2024
Location
📍Norway
Target Audience
👥 Farmers, rural communities, and adults 30–60 interested in agricultural life, generational transitions, and authentic stories of tradition meeting change — with secondary appeal to viewers interested in LGBTQ+ inclusion and modern family dynamics.
Recognition
⭐️ Premiered at the 2024 Tromsø International Film Festival.
About the movie / Situation
Woolly is a heartfelt documentary about sheep farming in Northern Norway, following a same-sex couple as they take over a generational farm and navigate tradition, rural life, and modern family dynamics. While the film explores themes of love and inclusion, its heart lies in everyday farm life. Following its premiere at the 2024 Tromsø International Film Festival, the campaign’s challenge was to engage rural audiences — especially farmers — and drive nationwide cinema attendance for a story that reflects their own lives.
Task
I was responsible for planning and executing a content-led digital marketing campaign to promote the film’s theatrical release across Norway. Since ticket sales couldn’t be directly tracked due to decentralized cinema websites and offline purchases, the primary measurable goal was to drive high-quality link clicks to the film’s FilmWeb page, where viewers could check local screenings and complete ticket purchases.
ACTION
✅ Conducted personal interviews with farmers across Norway to better understand their values, viewing habits, and communication preferences. These insights directly informed the campaign’s messaging, visual content selection, and platform strategy.
✅ Created short-form video content for social media, featuring the most emotionally resonant and visually engaging moments — including humor, heartwarming farm scenes, and relatable phrases designed to appeal specifically to farmers and rural viewers.
✅ Executed a targeted digital advertising strategy focused on Facebook, as confirmed by insights from farmer interviews, which revealed it as the primary platform used and trusted by the rural audience.
✅ Built a ticket-driven campaign funnel, structured around Awareness → Engagement → Traffic, and continually optimized content based on ad performance and audience feedback.
✅ Refined messaging tone and targeting strategy to reach key subgroups — including farmers, older adults, and LGBTQ+ allies — while maintaining the authenticity and rural identity central to the film.
RESULT
📈 Digital Campaign Highlights
👉🏻 $3K total budget
👉🏻 325K+ unique users reached across all platforms
👉🏻 1,2M+ impressions delivered
👉🏻 90K+ ThruPlays
👉🏻 9K+ link clicks
💰 Campaign costs significantly outperformed Norwegian digital market benchmarks (by up to 89%):
👉🏻 Impressions CPM: $2.25
👉🏻 ThruPlay CPA: $0.0098
👉🏻 CPC: from $0.16
📢 The campaign helped generate meaningful nationwide visibility and strong engagement with rural and niche audiences. By combining humor, visual charm, and values-based messaging, it successfully drove 9,000+ link clicks to the FilmWeb page — helping audiences across Norway discover and attend local screenings.
