The POM for film lovers
Show-stopping creative attracts new audience to POM Film Festival
Every year, the Pomegranate Film Festival (POM) showcases films by Armenian talent from around the globe. While it has gained popularity in the Armenian community, many Torontonians still haven’t heard of POM. The festival needed to broaden its audience if it was going to grow.
Since Toronto is a city ripe with film festivals, we couldn’t rely on the classic tropes of film strips and bright stars in our creative to get noticed by film lovers. Instead, we focused on something unique to the film festival – its name. When people hear the word “pom” they think of the fruit, dog, leaf or even hand. Not the film festival. So, we leveraged the popularity of these more common poms to introduce people to POM, an uncommon film festival.
We launched the campaign with a series of posters and social posts promoting the film festival, encouraging ticket purchases, volunteer sign-ups and more. The creative was also adapted for festival materials and a promotional trailer that aired on television. In the end, we succeeded in attracting a bigger audience to POM. Our campaign helped drive a 46% increase in ticket sales and a 17% increase in total revenue, making the POM the talk of the town.
Show-stopping creative attracts new audience to POM Film Festival
Every year, the Pomegranate Film Festival (POM) showcases films by Armenian talent from around the globe. While it has gained popularity in the Armenian community, many Torontonians still haven’t heard of POM. The festival needed to broaden its audience if it was going to grow.
Since Toronto is a city ripe with film festivals, we couldn’t rely on the classic tropes of film strips and bright stars in our creative to get noticed by film lovers. Instead, we focused on something unique to the film festival – its name. When people hear the word “pom” they think of the fruit, dog, leaf or even hand. Not the film festival. So, we leveraged the popularity of these more common poms to introduce people to POM, an uncommon film festival.
We launched the campaign with a series of posters and social posts promoting the film festival, encouraging ticket purchases, volunteer sign-ups and more. The creative was also adapted for festival materials and a promotional trailer that aired on television. In the end, we succeeded in attracting a bigger audience to POM. Our campaign helped drive a 46% increase in ticket sales and a 17% increase in total revenue, making the POM the talk of the town.
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