SUPERNOVELA

In today’s digital environment, shopping centers often face the challenge of standing out on social media. Communication focused solely on promotions, discounts, and events quickly becomes generic and blends into the crowd. Supernova Ljubljana Rudnik wanted to move beyond this approach and position itself as a modern, entertaining, and content-driven shopping center that offers visitors more than just shopping. It offers experiences. The key challenge was to create a video format capable of capturing attention within the first few seconds, functioning organically across platforms such as Instagram Reels, TikTok, and YouTube Shorts, while also enabling long-term serialized communication that could connect seasonal campaigns into one unified and recognizable concept.

For Supernova Ljubljana Rudnik, we developed and implemented an innovative video series concept called SuperNovela. The concept transforms an everyday shopping center visit into a short cinematic story inspired by iconic movie genres and pop culture references. Our goal was to create a recognizable video format that would increase attention and video views, strengthen brand awareness for the shopping center, and establish a long-term serialized communication platform.

• Movie Genres and Pop Culture: Each episode is based on a recognizable movie genre, creating a unique and entertaining storytelling approach. Concepts included film-inspired parodies of Romeo and Juliet, The Godfather, and Mean Girls.
• A Strong Hook in the First Seconds: Designed to instantly capture attention within the fast-paced environment of social media platforms.
• Short Storytelling Format: Each episode delivers a mini storyline with a plot twist that keeps viewers engaged and entertained.
• Punchline and Campaign Message: Every episode concludes with a strong closing message that highlights the campaign’s main communication point.
• Flexibility: The concept allows for easy adaptation to different seasonal campaigns, promotions, holiday periods, and sales activations.

The video content was produced in a vertical 9:16 format, optimized for Instagram Reels, TikTok, and YouTube Shorts to maximize engagement across platforms. A key factor in increasing viewership, virality, and recognition was the use of well-known Slovenian actors. We selected Tine Ugrin and Vesna Ponorac as the lead actors of the series, as their acting versatility and presence in Slovenian television productions enabled convincing portrayals of various roles and genres throughout the year-long communication series. For the client, we developed a complete creative concept for the video series, including seasonal and campaign episode concepts, scripts, short-form formats for Reels, TikTok, and YouTube Shorts, as well as the distribution strategy and media buying for the video content.

The distribution strategy played a crucial role in reaching a broad audience. We activated communication across Instagram, Facebook, TikTok, and YouTube. Our strategy combined organic reach, Meta video advertising, YouTube advertising, short-form video content, and platform-specific TikTok communication to ensure optimal visibility and engagement

• Reach and Brand Awareness: Instead of the planned 2.5 million impressions, the campaign generated 2,925,060 impressions and reached more than 900,000 users, significantly increasing brand awareness among younger target audiences.
• Engagement and Video Views: We achieved more than 167,000 video views while maintaining a view rate above 15%, confirming strong audience interest in the creative concept and content.
• Active User Interest: The campaign generated more than 11,000 landing page views, demonstrating an effective transition from content consumption to active user interest.
• Relevance and Engagement: We achieved an above-average CTR of up to 3.8%, confirming the high relevance and effectiveness of the creative assets.
• Cost Efficiency: The campaign delivered highly efficient media buying results, with TikTok CPM starting at €0.16, YouTube CPV starting at €0.004, and landing page visit costs ranging between €0.12 and €0.15. These results confirm the successful connection between a strong creative concept and effective digital media performance.

Through this project, we provided Supernova Ljubljana Rudnik with a long-term and sustainable video communication solution that not only stands out in a competitive environment, but also delivers concrete, measurable, and above-average business results.