Feature film (awards campaign): 92,793 industry reach on $812, 20 touchpoints per list member

The task

An awards campaign for a feature film: get the picture in front of film-industry people within the February 7 – March 6 window. Budget — $812. Channel — Meta (Facebook / Instagram).

Two jobs at once: deep contact with the warm base (an email list) and broad awareness across the industry in New York and Los Angeles.

What we did

A two-layer campaign, 10 ads (7 videos + 3 statics):

Layer 1 — the email list ($353). A custom audience built from the list. The key decision was a frequency cap: 1 impression every 2 days per ad, so the base wouldn’t burn out over a month-long campaign. Thanks to the rotation of 10 different ads, each person on the list still got an average of 20 touchpoints — but each time with different material: interviews, the full trailer, posters. Depth without irritation.

Layer 2 — the broader industry ($459). Three trailers offering different entry points into the film: the awards angle, a simple plot explanation, the protagonist’s story. Targeting: central NYC and LA zip codes plus film-industry interests. This layer’s job — awareness exactly where the industry physically lives.

The result

Metric	Value
Ad spend	$812.01
Impressions	190,129
Reach	92,793
Touchpoints per email-list member	~20
Ads	10 (7 videos + 3 statics)

Insights

• Frequency cap + creative rotation = depth without fatigue. 20 touchpoints per person sounds like spam, but a 1-impression-per-2-days cap per ad and 10 different pieces of material turn it into a month-long “getting to know the film” program.
• Two layers for two jobs. The warm base got deep content (interviews, the full trailer); the cold industry got short trailers with different angles of entry. One budget wasn’t spread thin — it was split by role.
• Geo = where the industry lives. Central NYC and LA zip codes plus film interests are a cheap way to narrow a “broad” audience down to the professional community without access to closed lists.