Objectives
- The film "Babygirl" is an erotic thriller whose provocative and boundary pushing content required distinctive communication to bring sensitive topics into the public conversation honestly and directly.
- One of the campaign’s goals was to bring both younger and older audiences, men and women, to cinemas while encouraging social discussion around topics that often remain in the shadows: sexuality, intimacy and power dynamics. The aim was to normalise these themes within the Estonian cultural space and generate maximum interest in the film.
- The campaign also set out to open a broader public discussion around questions we are not used to addressing openly. Are sexual fantasies normal? Are intimate relationships at work acceptable? What if one person is the other’s boss? What if the boss is an unfulfilled woman? Where is the line between romance and abuse of power?
Strategy
- Given the modest budget, the campaign focused primarily on earned media. The central strategic decision was to collaborate with partners who were willing to speak openly and boldly about provocative themes.
- The "Babygirl" campaign featured some of Estonia’s most outspoken and recognized advocates for sexuality and self-love: Laura Valk, Anu Saagim, Epp Kärsin, and Kirki Kubri, owner of the erotic boutique Ulakas Kaunitar.
- Through these partners, the campaign messages reached target audiences via social media, online and print publications, radio, and television.
Campaign execution
- The campaign ran from December 2024 to January 2025 and culminated in a premiere event on January 8, 2025, at Kino Sõprus, organized in collaboration with Säde magazine.
- The event introduced the concept of the "Kinky Carpet", where guests were encouraged to dress boldly and provocatively. The "Kinky Carpet" was not merely a red carpet, but a bold statement reflecting the overall tone of the campaign.
- The evening was opened by Laura Valk, who also moderated a post-screening discussion and answered audience questions. Guests received gifts from Ulakas Kaunitar, were offered Sex Coffee, and could participate in prize draws featuring Laura Valk’s training program and a one-year subscription to Säde magazine.
- Special screenings with Epp Kärsin were also held in Tallinn and Tartu, giving audiences the opportunity to discuss the film’s themes with her directly.
- The campaign’s creativity was expressed through its bold tone and carefully selected partners — trusted voices in Estonian society on matters of intimacy and sexuality — ensuring the message reached its target audiences clearly and effectively.
Results
- We achieved our objective of opening a public discussion on taboo subjects. The media repeatedly covered and debated themes related to the film in various formats, including sex, power dynamics, and unfulfilled fantasies.
- The campaign generated extensive coverage across social media, television, radio, and print media.
- The film attracted 41,991 cinema admissions — a result significantly exceeding the performance of most arthouse films and productions from smaller studios released in Estonia.
- In the first half of 2025, "Babygirl" ranked 5th in the Estonian box office chart and ultimately secured 11th place by the end of the year.