A multi-channel strategy delivering record-breaking reach, engagement, and audience growth.
The Doha Film Festival (DFF) aimed to significantly broaden its audience reach, enhance engagement, and promote a wide variety of events, including the new visual identity "Frame in Motion." A key objective was to attract new audiences unfamiliar with the Doha Film Institute (DFI) and achieve new records in social media performance, all within a specific campaign window.
WPP Media developed and executed a comprehensive marketing and content production campaign for the DFF, titled "Frame in Motion." This strategy was implemented across the entire festival, running from November 5th to November 28th, 2025. The approach focused on a multi-channel strategy to create creative and engaging content both pre-festival and during the event. This included:
Digital Campaign: Leveraging platforms like YouTube, social media (META, SNAP, TikTok, X) to deliver a high volume of impressions, views, and clicks across Qatar and the GCC. The campaign prioritized high-efficiency delivery and strategic targeting.
Outdoor Campaign: Extensive out-of-home advertising across Qatar, utilizing digital screens in key locations (Msherieb, West Bay, Al Waab, Peal, MOQ, Vendome, Villagio, City Center, Tawar Mall, Gate Mall), flagpoles, and transit media (buses, tram, metro). Cinema Ads (Novo & Vox) were also incorporated, alongside partnerships to amplify visibility.
Social Media Focus: Developing compelling content for platforms like Instagram and Facebook, with a specific emphasis on video engagement, reels, and collaborations with content creators (e.g., Amina Hussein). The strategy aimed to drive audience interaction, foster new followers, and utilized paid boosting efficiently to maximize reach.
The campaign delivered record-breaking performance across all major metrics for DFI:
10M+ people reached across the GCC
163M+ impressions, 87M+ video views, and 1M+ clicks from the digital campaign
META and TikTok achieved exceptional engagement with video view-through rates above 90%
68.1M total social impressions and 1.3M organic video views, the highest ever for DFI
190K audience interactions (likes, shares, saves, comments) — a new record
10K new followers gained during the campaign
Over 80% of Instagram views came from non-followers, confirming strong discovery and reach beyond existing audiences
Outdoor and cinema advertising delivered strong nationwide visibility, reinforcing awareness and festival presence
Overall, the campaign successfully positioned the Doha Film Festival as a dynamic, regionally relevant cultural event, expanded its audience base, and delivered measurable impact across awareness, engagement, and interest.
