CHALLENGE

The Stockholm Film Festival had experienced a declining trend in visitor numbers for several years. A central challenge was the perception that the festival only screened niche films, failing to reach a broader audience. To break this image and spark curiosity among both existing and new—especially younger—target groups, an innovative communication strategy and concept were needed to generate engagement and visibility, ultimately attracting more visitors to the festival.

STRATEGY & EXECUTION

“Not just the Stockholm Film Festival” took the festival beyond the capital by organizing six Nordic premieres in private home cinemas across Sweden. Screenings were held in living rooms, garages, and even a former laundry room, fully integrated into the festival’s regular program and booking system. To broaden the festival’s appeal and increase its reach, the strategy was carried out in the following steps:

1. Finding the enthusiasts
Together, we identified passionate film lovers who had built impressive home cinema setups and invited them to take part in the project. These individuals had the opportunity to host unique film screenings in unexpected environments outside of Stockholm.

2. Launch
A comprehensive PR campaign was launched, targeting national, local, and industry-specific media. At the same time, campaign and profile films featuring the home cinema hosts were released and shown before each screening throughout the festival, as well as on digital out-of-home (DOOH) screens in key locations, such as Norrmalmstorg in Stockholm.

3. Ongoing communication
Media were actively invited to cover the local screenings, generating additional visibility and interest in the initiative. This allowed Geelmuyden Kiese and the Stockholm Film Festival to continuously highlight the campaign throughout the duration of the festival.

RESULYS

The campaign generated impressive results and broad media exposure—successfully attracting more, and younger, visitors to the festival:

- 15.5 million in reach
- Advertising value of 4.8 million SEK
- 557 articles and features across 106 different media outlets (including morning shows, radio, lifestyle publications, and local news)
- 3,500 more tickets sold compared to 2023
- Audience rejuvenation: 18% increase in the 18–25 age group and 15% in the 26–35 age group
- 16.6% increase in ticket revenue and 13.6% increase in membership revenue
- +240,000 visitors to the festival’s website
- 1,447,819 in unique organic reach on social media (+381% compared to the previous year)

The campaign not only changed how the Stockholm Film Festival reached its audience—it also redefined what a film festival can be in a new era. By taking the festival beyond Stockholm, a stronger national presence was established, engagement broadened, and both the audience and the brand were future-proofed.