Cinema concerts represent a unique marketing challenge for Nordisk Film Biografer. Unlike traditional movie premieres, these events attract niche fanbases that don’t typically overlap with regular cinema audiences. For the release of the Taylor Swift concert film, they needed to break out of conventional targeting and meet fans where their passion already lived.
Partnering with Obsidian Digital, Nordisk Film Biografer ran a tailored campaign on Pinterest—activating a highly engaged community of Taylor Swift fans through inspiration-led creative and interest-based targeting. Rather than relying on generic conversions, the strategy focused on cultural alignment and relevance, tapping into Pinterest’s strength as a passion-driven discovery platform.
The campaign outperformed all benchmarks: 66% lower CPM compared to conversion campaigns on other platforms, 62% higher ROAS, and a 39% drop in CPA versus previous Pinterest efforts. Pinterest became a crucial part of reaching a high-intent audience in a way that felt native, emotional, and effective.
