How the Marketing Campaign for 'Still Here' took the film to the Oscars

The success of a film goes far beyond the quality of its production, it hinges on a well-structured marketing strategy. Still Here became a global phenomenon, not only because of its emotionally gripping narrative but also due to a promotional campaign that mobilized audiences, critics, and major award institutions.

Building anticipation and identity

From the outset, the marketing strategy positioned Still Here as a sensitive and universally resonant work. The distributor opted for a segmented release strategy, starting with major festivals like Venice, where the film received nearly ten minutes of standing ovation. The positive reception generated headlines and quickly established the film as a strong contender for awards.

The marketing team deployed strategically crafted teasers that stirred curiosity without giving away key plot points. On social media, the campaign tapped into the film’s emotional core, encouraging audiences to share personal stories connected to the central themes.

Amplification and digital engagement

Riding the momentum of festival acclaim, Still Here’s distribution expanded strategically across global markets. The film gained massive exposure through appearances on major international talk shows, where cast and crew interviews reinforced its cultural impact. According to the Contraponto Digital portal, the digital campaign was one of the key drivers of the film’s global rise, powered by a robust SEO strategy that ensured high visibility across search engines and social platforms.

The distributor also partnered with influencers and content creators, expanding the conversation to niche audiences. Segment-specific hashtags kept the film trending, while exclusive content like behind-the-scenes footage and deleted scenes boosted engagement.

Consolidation and box office impact

The marketing campaign culminated in a win for Best International Feature Film at the Oscars, solidifying Still Here as a milestone in Brazilian cinema. According to Extra, the film became the third-highest-grossing Brazilian production since 2018, reaching R$104.7 million in revenue and drawing over five million viewers.

Maverick 360 highlighted how the film’s marketing strategy skillfully balanced traditional and digital campaigns, ensuring the film was both talked about and appreciated across platforms. The smart use of SEO, authentic storytelling, and presence at key events were decisive factors in this success.

Lessons for digital marketing

The Still Here case reinforces the value of a well-planned marketing strategy that fully harnesses the potential of digital tools and organic engagement. The synergy between SEO, influencers, and event presence turned the film into a global phenomenon.

This example shows that relying solely on the quality of a product is not enough, strategic communication is essential to guarantee visibility, relevance, and long-term impact.