We worked with the Pula Film Festival across its 70th, 71st and 72nd editions, as part of the PR team responsible for the development and day-to-day delivery of the festival's communication on its official channels and in the media. Each year, our work was concentrated in an intensive preparation and festival period of several months, when a large volume of information, programs and events had to be shaped into relevant, distinctive and audience-focused content for different channels and formats.
CLIENT: Public Institution Pula Film Festival (Pula, Croatia) • 2023–2025
Approach
Within the overarching PR strategy, our focus was on developing and rolling out the Festival’s organic and paid content across its existing social media profiles. From the first year of our collaboration, we established a regular, editorially structured presence on Facebook and Instagram, giving the platforms a clearer communications function. In the following years, we further developed and systematised that approach across content and formats, building social media into a more consistent, active and recognisable part of the Festival’s overall communications.
Alongside developing and publishing organic content, we created and managed advertising campaigns for domestic and international audiences. Through community management, we ensured that the Festival remained continuously present and responsive across its social platforms.
Beyond social media, our work extended to drafting and preparing press materials, writing and editing for the newsletter, publishing on the official YouTube channel, and coordinating contributors and content inputs across the Festival, bringing together the people and channels behind its day-to-day communications.
Results
- Compared to 2022, by the end of our collaboration in 2025, the Festival’s reach on Facebook had nearly tripled, while on Instagram it had grown more than twelvefold.* This growth was accompanied by the development of the channels themselves: over the three years, the existing profiles gained a clearer structure, recognisable formats and a consistent, active presence, with organic and paid content working together to support specific Festival objectives.
- The synergy between activity across social media, the media and other Festival channels enabled communications to follow the programme and events through different audience touchpoints. The change was also recognised by the professional and media community. Journalist Zrinka Pavlić (tportal) summed up the 2024 edition as follows:
“The festival in Pula has for some time now been communicating with its audience, filmmakers and critics in a very dynamic, adaptable and open way, embracing new things, platforms and ways of communicating. It is present and active across all the major platforms, and the overall impression is that Pula has become livelier, more dynamic, younger.”
*The comparison uses the Festival’s existing 2022 baseline, with reach measured for each year over the corresponding festival period.
