4 Keys to An Award Winning Campaign

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Last year, KMG worked with an independent filmmaker to create an integrated marketing campaign for the documentary ‘A Star Without A Star’. The goal was to build momentum before the film’s U.S. premiere and gain critical review as award season approached. Additionally, KMG aimed to spark conversation around the film’s subject–Juanita Moore–and help her earn a star on the Hollywood Walk of Fame for her contributions to the film industry. 

As a result of KMG’s efforts, the documentary was positively received at its premiere, gained critical reviews, and Juanita Moore was nominated for a star on the Walk of Fame. KMG’s work on the campaign also received a Gold Davey Award for its integrated marketing effectiveness. 

Building an award-winning film campaign requires a multi-faceted approach to ensure its success. Incorporating media relations, events, social media, and critical reviews all worked together to maximize the campaign’s impact.

Here are 4 key strategies that KMG implemented in the ‘A Star Without a Star’ campaign that you can use to build your next award-winning PR campaign:

1. Integrate In-person events
2. Gain Critical Review
3. Generate Buzz with Media Relations
4. Social Media Presence

Integrate In-Person Events

As 2024 kicks off, we are seeing a resurgence of in-person events that tie into a campaign. Live events and activations are a great way to drive meaningful engagement. This also provides an amazing opportunity for your audience to engage directly and share their experience on social media to increase overall interest in the campaign itself. 

KMG worked with the ‘A Star Without a Star’ team to build a strategic guest list for its U.S. premiere in LA, inviting key local and national media, influencers, and other stakeholders to the event. Attendees were able to engage in-person with the filmmakers, learn more about the story behind the film, and have a more impactful viewing experience. 

Gain Critical Review

For a film campaign in particular, it is important to gain critical review to establish the film’s credibility in the industry as you head into award season or when securing distribution. KMG targeted select Rotten Tomatoes-approved reviewers with screening links to begin the population of the film’s Rotten Tomatoes page. Sending screening links to critics who aren’t able to attend in-person screenings offers a convenient way for them to review your film.

Generating Buzz through Media Relations

In addition to gaining media attention around events and screenings, a great strategy is to find unique human-interest angles around the subject of a film, or the filmmaking process. 

In ‘A Star Without a Star”, an effective strategy was raising awareness about the life and career of the documentary’s subject, Juanita Moore. KMG reached out to key entertainment and culture writers at entertainment/film publications, local and national broadcast stations in NYC and LA, as well as film and film history bloggers. Articles about Moore’s career and life in the film industry garnered further interest in the documentary. 

Social Media Presence 

Alongside connecting with the media and hosting events, maintaining a consistent social media presence is an invaluable component of a campaign’s success. Social media activity will help increase a film campaign’s overall reach, engagement, and effectiveness. 

When building an audience for a film campaign, social media is a great place to share news coverage, give supporters a more in-depth look at your film, engage with your audience, and share important information about premieres, screenings, events, etc. 

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