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In 2019 the film company Andreevsky Flag made a documentary about the Far Eastern Leopards. It won several festival awards, but it was difficult for such kind of film to reach a wider audience. Films of this genre are not the best for distribution in cinemas. Anton Melnik, the producer of the film, came to us with a request: "We want to upload the film, make it free for watching and get as many views as possible".
In 2019 the film company Andreevsky Flag made a documentary about the Far Eastern Leopards. It won several festival awards, but it was difficult for such kind of film to reach a wider audience. Films of this genre are not the best for distribution in cinemas. Anton Melnik, the producer of the film, came to us with a request: "We want to upload the film, make it free for watching and get as many views as possible".
In 2019 the film company Andreevsky Flag made a documentary about the Far Eastern Leopards. It won several festival awards, but it was difficult for such kind of film to reach a wider audience. Films of this genre are not the best for distribution in cinemas. Anton Melnik, the producer of the film, came to us with a request: "We want to upload the film, make it free for watching and get as many views as possible".
WHAT WE OFFERED
Uploading the film on VKontakte, YouTube, and making a website.
Making a content project on Instagram and VKontakte that tells about the film and makes it interesting to watch.
Carrying out an advertising campaign on social media.
Conducting a PR-campaign and working with influencers.
Promotion of The Land of the Leopard Film
As a result, we got 200 thousand views on VKontakte in the first three days. National Geographic Russia, the Russian Geographical Society, Russian nature reserves and national parks wrote about us.
As a result, we got 200 thousand views on VKontakte in the first three days. National Geographic Russia, the Russian Geographical Society, Russian nature reserves and national parks wrote about us.
FILM’S TEASER, IF YOU HAVEN'T SEEN IT YET
HOW WE WORKED ON THE PROJECT
WATCHED THE FILM
And learned that the Far Eastern Leopard is the rarest cat in the world.
TALKED TO THE PRODUCER AND CREW
During the interview we identified key messages and attractive topics for posts.
WATCHED THE FILM
And learned that the Far Eastern Leopard is the rarest cat in the world.
TALKED TO THE PRODUCER AND CREW
During the interview we identified key messages and attractive topics for posts.
And learned that the Far Eastern Leopard is the rarest cat in the world.
TALKED TO THE PRODUCER AND CREW
During the interview we identified key messages and attractive topics for posts.
DETERMINED THE TARGET AUDIENCE
We decided that the film would be of interest to:
• those who watch BBC Planet Earth and Netflix Our Planet,
• subscribers to the Discovery Channel and WWF,
• environmentalists and eco-activists,
• ecotourists and naturalists,
• people who are interested in religious philosophy.
• those who watch BBC Planet Earth and Netflix Our Planet,
• subscribers to the Discovery Channel and WWF,
• environmentalists and eco-activists,
• ecotourists and naturalists,
• people who are interested in religious philosophy.
DETERMINED THE TARGET AUDIENCE
We decided that the film would be of interest to:
• those who watch BBC Planet Earth and Netflix Our Planet,
• subscribers to the Discovery Channel and WWF,
• environmentalists and eco-activists,
• ecotourists and naturalists,
• people who are interested in religious philosophy.
We decided that the film would be of interest to:
• those who watch BBC Planet Earth and Netflix Our Planet,
• subscribers to the Discovery Channel and WWF,
• environmentalists and eco-activists,
• ecotourists and naturalists,
• people who are interested in religious philosophy.
CREATED THE BRAND IDENTITY
MADE A WEBSITE ON TILDA
IT WAS INCLUDED TO THE SELECTION OF THE BEST WEBSITES MADE ON TILDA
CREATED AND FILLED PAGES WITH CONTENT ON SOCIAL MEDIA
The film itself, promotional teasers, trailer, interview with the director, viral and informational clips were uploaded on Youtube.
A series of posts with interesting facts about the leopard and the filming of the movie were created for Instagram and VKontakte. The expert posts about the leopard were prepared in cooperation with The Land of the Leopard National Park. The posts about the film were prepared with the film crew. The philosophical core of the film was explained.
A series of posts with interesting facts about the leopard and the filming of the movie were created for Instagram and VKontakte. The expert posts about the leopard were prepared in cooperation with The Land of the Leopard National Park. The posts about the film were prepared with the film crew. The philosophical core of the film was explained.
CREATED AND FILLED PAGES WITH CONTENT ON SOCIAL MEDIA
The film itself, promotional teasers, trailer, interview with the director, viral and informational clips were uploaded on Youtube.
A series of posts with interesting facts about the leopard and the filming of the movie were created for Instagram and VKontakte. The expert posts about the leopard were prepared in cooperation with The Land of the Leopard National Park. The posts about the film were prepared with the film crew. The philosophical core of the film was explained.
A series of posts with interesting facts about the leopard and the filming of the movie were created for Instagram and VKontakte. The expert posts about the leopard were prepared in cooperation with The Land of the Leopard National Park. The posts about the film were prepared with the film crew. The philosophical core of the film was explained.
This content made it possible to "sell" the film to the audience.
This content made it possible to "sell" the film to the audience.
RAN A TARGETED ADVERTISING CAMPAIGN ON INSTAGRAM AND VKONTAKTE
We wrote key messages for each audience and tested different types of creatives: we offered to watch the whole movie at once, showed video teasers or illustrations with a link to the website. All visitors to the site and those who watched the teasers were additionally warmed up by retargeting.
As a result, all the audiences worked well. This confirmed our hypothesis: we correctly identified who would be interested in the film and created effective ads.
As a result, all the audiences worked well. This confirmed our hypothesis: we correctly identified who would be interested in the film and created effective ads.
WE CARRIED OUT A PR-CAMPAIGN WITH A PRESS RELEASE TO THE THEMATIC MEDIA
RAN A TARGETED ADVERTISING CAMPAIGN ON INSTAGRAM AND VKONTAKTE
We wrote key messages for each audience and tested different types of creatives: we offered to watch the whole movie at once, showed video teasers or illustrations with a link to the website. All visitors to the site and those who watched the teasers were additionally warmed up by retargeting.
As a result, all the audiences worked well. This confirmed our hypothesis: we correctly identified who would be interested in the film and created effective ads.
As a result, all the audiences worked well. This confirmed our hypothesis: we correctly identified who would be interested in the film and created effective ads.
WE CARRIED OUT A PR-CAMPAIGN WITH A PRESS RELEASE TO THE THEMATIC MEDIA
WHO WROTE ABOUT THE FILM:
The film became a part of the documentary films compilation about wild cats, included in the mailing list of WWF Russia supporters
WHO WROTE ABOUT THE FILM:
The film became a part of the documentary films compilation about wild cats, included in the mailing list of WWF Russia supporters
.
Nature reserves and national parks of Russia:
.
Nature reserves and national parks of Russia:
HELD A CONTEST TO CHOOSE THE NAME FOR THE LEOPARD ON THE FILM'S SOCIAL MEDIA
The competition was launched in cooperation with The Land of the Leopard National Park.
The name was chosen in three stages:
The name was chosen in three stages:
Viewers chose the winner. Voting.
HELD A CONTEST TO CHOOSE THE NAME FOR THE LEOPARD ON THE FILM'S SOCIAL MEDIA
The competition was launched in cooperation with The Land of the Leopard National Park. The name was chosen in three stages:
750 people suggested a name option,
240 took part in voting for the finalists.
240 took part in voting for the finalists.
750 people suggested a name option, 240 took part in voting for the finalists.
INTEGRATED WITH INFLUENCERS AND COMMUNITIES
We used Instagram and VKontakte for integration. On Instagram we offered cooperation to influencers specializing in nature topics and Orthodoxy. On VKontakte we made dozens of community integrations.
INTEGRATED WITH INFLUENCERS AND COMMUNITIES
We used Instagram and VKontakte for integration. On Instagram we offered cooperation to influencers specializing in nature topics and Orthodoxy. On VKontakte we made dozens of community integrations.
RESULTS
Exceeded the goal on views:
goal: 100,000,
result: more than 300,000.
goal: 100,000,
result: more than 300,000.
Hit major media outlets: National Geographic Russia, Russian Geographical Society, Interfax, Gazeta.ru, RIA Novosti, Ren TV, OTV, MIR 24.
The film received great support from viewers: more than 800 people subscribed to the film's pages on social media, viewers tagged the film in Stories and posts about 100 times.
RESULTS
- 1Exceeded the goal on views:
goal: 100,000,
result: more than 300,000. - 2Hit major media outlets: National Geographic Russia, Russian Geographical Society, Interfax, Gazeta.ru, RIA Novosti, Ren TV, OTV, MIR 24.
- 3The film received great support from viewers: more than 800 people subscribed to the film's pages on social media, viewers tagged the film in Stories and posts about 100 times.
This is our third case of film promotion. We have already worked with projects The Great Northern Way and The Bears of Kamchatka.
This is our third case of film promotion. We have already worked with projects The Great Northern Way and The Bears of Kamchatka.
PROJECT TEAM
Mikhail Butorin
Product Manager
Nina Udalova
Project Manager
Natalia Kalashnikova
Designer
Daria Muzykantskaya
Copywriter, Scriptwriter
Tatiana Denisova
Editor
Christina Balashova
Targetologist
Ksenia Kirsanova
Video Editor
PROJECT TEAM
Mikhail Butorin
Product Manager
Nina Udalova
Project Manager
Natalia Kalashnikova
Designer
Daria Muzykantskaya
Copywriter, Scriptwriter
Tatiana Denisova
Editor
Christina Balashova
Targetologist
Ksenia Kirsanova
Video Editor
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