Expanding A Virtual Festival Nationwide

DOC NYC tasked Fever Content with expanding their brand and inaugural virtual festival nationwide so audiences across the U.S. could take part in America’s largest documentary film festival from the comfort of their homes.

Our primary goals included maximizing ticket sales, ensuring every film got the love it deserved, expanding the DOC NYC brand to a national level, and doing everything possible to bring audiences and filmmakers together in a celebration of documentary films during an unprecedented worldwide pandemic.

Results

We not only helped drive awareness, engagement and financial returns for hundreds of documentary filmmakers, we also built a sustainable marketing template for future virtual and hybrid film festivals to ensure cinema continues to not just survive but thrive in these difficult times.

In only 3 months we exceeded all of our targets: successfully drawing DOC NYC’S biggest audience ever from all 50 US States & Puerto Rico, producing record-breaking ticket sales, driving 354K people to their website, attracting 5,316 new followers to their social media accounts, generating over 5M impressions, engendering 125K online engagements, developing 68 organizational partners, and exceeding nearly all of their 2019 festival metrics.

The Campaign

Our highly strategic and integrated social media marketing campaign was divided in 6 distinct phases based on the overarching festival schedule that included a Road Trip series of Facebook Live events, Pre-Festival promotions, the 10-day festival, 10 day Encore festival and post-festival support.

Services

Digital Marketing Strategy
Social Media Content Creation & Copywriting
Newsletter Content Creation & Copywriting
Ad Spend Strategy & Management

Community Management
Analytics
Website UX Strategy
Strategic Partnerships

Campaign Highlights

Filmmaker Toolkit

A hit with filmmakers, we created and customized Filmmaker Social Media Toolkits for 115 feature films and 15 Shorts programs. Each toolkit provided filmmakers with a guide to help them promote their film as part of the DOC NYC festival. It included two pre-made posts (art & copy), useful hashtags, additional copy recommendations, important dates, and festival graphics.

Partnerships

In close coordination with DOC NYC, we attached 117 strategic partnerships to either specific films or the entire festival program over the course of 7 weeks during the campaign. Additionally, we spearheaded the creation of an art-house initiative that directly connected DOC NYC with over 30 art house organizations spread across the US.

Virtual Event Promotion

We leveraged DOC NYC’s series of 63 Facebook Live events, featuring films and filmmakers, as an opportunity to drive engagement and deliver the feeling of a vibrant and active film festival in a virtual environment. We brought in 79,822 viewers with 348,327 impressions, and 5,715 in engagements throughout 128 countries, with over 123 social media posts promoting the events.

Campaign Feedback

Raphaela Neihausen, Executive Director, DOC NYC

Working with Fever Content was an absolute pleasure. This was DOC NYC’s first year being an online festival and Fever Content instantly understood our marketing objectives, cultural milieu and brand identity – seamlessly partnering with us to effectively engage new audiences across the country. They brought genuine passion and enthusiasm to the project, as well as deep knowledge, organization and creativity for meeting ambitious marketing goals. Their data-driven approach made it easy to analyze the effectiveness of outreach in real-time, which allowed for constant improvements to our work-plan. Throughout the project, even under tight deadlines, they remained professional, pleasant, and tireless. We look forward to working with them again.

Our team pushed the boundaries of what’s possible by successfully executing a campaign for DOC NYC’s fully virtual film festival. See how we are constantly pushing the envelope with our Resisterhood, Quarantine, I Love You, and Popstar: Reflections campaigns!