Release campaign
Client: Polyfilm, Territory: International, Switzerland, Year: 2023
THE WAY YOU SHINE accompanies four young people in their daily lives. Four people full of life, with clear goals – to find a job, be politically active, marry, have children. Four people who have to overcome many obstacles in order to reach these goals, as they are often pigeonholed by society – they are people with Down syndrome.
The film is a very intimate portrait of young adults living with Down syndrome, including the director’s own daughter.
From the start, it was clear that we all wanted a campaign which talks to the emotions of potential viewers, bringing the sensitivity and positivity of the film directly into the campaign.
We therefore centred the campaign around mood videos highlighting the strong quotes of the characters, using the beautiful cinematography to make the film appear cinematic.
We also decided to conduct interviews with the protagonists to create more light-hearted reels.
Charlotte Voillequin
Project Manager
Character video.mp4
Character video 3.mp4
Character video 2.mp4
Targeting and platforms
The film was clearly aimed at an older audience, in particular 45+ cinephiles and people interested in social themes, an audience that can be mainly found on Facebook and Instagram.
Those were therefore the main platforms for the campaign. However, we decided to take this opportunity to launch the presence of Polyfilm on TikTok, considering how users of this platform tend to react very strongly to emotional reels, a type of content which is also favoured by their algorithm.
Interview.mp4
Results & highlights
The strategy proved successful with a very high engagement rate on all platforms considering the film is a documentary released on a limited number of screens.
The highlight of the campaign is definitely one of our mood videos that reached over 350K views and almost 30K likes and comments, the most successful post in Alphapanda’s history at that time!
Film quote AV.mp4
Bumper.mp4