Beyond the Eyes Network
Promoting Beyond the Eyes Network's film, He's Not Ready
Client
Beyond the Eyes Network
Industry
Film & Entertainment
Services
Film Promotion, Digital Marketing
Campaign Duration
3 months
Background
Beyond the Eyes Network is an independent film production company that creates thought-provoking stories for niche audiences. Their latest project, He's Not Ready, is a drama that explores themes of love, family and self-discovery, with a unique focus on mental health issues. The film tells the story of a young man grappling with his identity and his family's expectations, culminating in a powerful growth journey.
Objective
Create a comprehensive promotional strategy that would:
- Generate buzz with a limited marketing budget
- Increase awareness of the film
- Position it as meaningful and socially relevant
- Attract viewers, including those who don't typically watch independent films
Services Provided
The Strategy
1. Targeted media outreach
- Identified and engaged with journalists, film critics and bloggers in the independent film space
- Crafted personalised pitches highlighting the film's unique storytelling and fresh take on mental health
- Secured interviews for the cast and director to increase media coverage
2. Digital campaign and social media strategy
- Crafted engaging social media posts, including behind-the-scenes footage, to create excitement
- Used Instagram, X and Facebook ads to target different audiences
- Encouraged viewers to share their personal growth stories using the hashtag #NotReadyForChange
- Created an authentic connection with the audience and encouraged user-generated content
3. Influencer partnerships
- Worked with influencers passionate about independent films and mental health advocacy
- They received exclusive access to the screening and reviewed the film for their followers
- Their endorsement helped to build the film's credibility and widen its audience reach
4. Community engagement and grassroots marketing
- Hosted a series of virtual screenings and Q&A sessions with the cast and director
- Used social media, newsletters and local film societies to promote these events
- Built anticipation for the film's release while creating a sense of community
5. Partnership with mental health organizations
- Identified and partnered with mental health advocacy organisations to help amplify the film's message
- Hosted co-branded events and online discussions with information on mental health resources
- Gave the campaign a deeper sense of authenticity and reliability
6. Press kit and digital assets
- Included a synopsis of the film, cast and crew bios, high-quality images and a press release
- Sent to media outlets, bloggers and influencers to promote the film
- Created short video clips as teasers to share across social media platforms
The Results
Media Impressions
Numerous articles, reviews and interviews in film industry publications positioned the film as a serious contender.
Trailer Views
Strong social media engagement with the hashtag #NotReadyForChange trending for several days.
Screening Participants
Filmmakers built a loyal following of viewers who connected to the project and its themes.
Wider Audience Reach
The film resonated with a broad demographic, making it a success beyond its intended niche audience. Mental health organisations shared the film's message and resources with their own communities, extending the reach and impact of the campaign.
The Conclusion
We created a multifaceted marketing campaign that resonated with diverse audiences. The campaign increased the film's visibility and established He's Not Ready as a thought-provoking work that addresses important social issues. Through targeted outreach, influencer partnerships, grassroots engagement and community-building efforts, we helped Beyond the Eyes Network achieve its goal of making a meaningful impact with this independent film.
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