Mina and The Radio Bandits / movie

Written By Daryna Shalli

Results:

    • $7K total budget

    • 1,5M unique users

    • 3M impressions

    • 200K engagements

    • 45K ThruPlays

    • 31K link clicks

  • Campaign costs outperformed Norwegian digital market benchmarks by up to 93%:
    Reach CPM: $2.50
    Impressions CPM: $1.90
    Engagement CPA: $0.0049
    CPC: $0.094

  • Drove 31K+ ticket-intent visits to FilmWeb, generating strong engagement and nationwide cinema attendance while reinforcing Mina and the Radio Bandits as a key human-centered documentary in Norway’s 2024 cultural conversation.

1.

Produced emotionally driven short-form social video content spotlighting vulnerability, humor, and trust-building moments between Mina and incarcerated participants to humanize the film’s core themes.

2.

Executed a multi-channel paid strategy across Meta, TikTok, and Google Ads (YouTube, Display, Gmail, Search), targeting documentary fans, activists, and justice-oriented audiences with tailored messaging.

3.

Built and optimized a 3-phase funnel (Awareness → Engagement → Traffic), testing multiple creative angles (justice reform, art in confinement, human resilience) to maximize ticket-intent traffic around the national release window.

Daryna Shalli
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Unforgivable / movie