STRATEGY
We introduced the Roasted Academy. While Gen Z hasn’t grown up with the Roasted phenomenon, we created a tailor-made education for some of Denmark’s biggest Gen Z influencers. Across seven long-form TikTok episodes (five classes and two ‘exam’ episodes), they learned not only how to roast, but also how to take a roast with dignity.
Amazon Prime Video launched the Danish original series Roasted – Verdens Sjoveste Ferie (Roasted – The World’s Most Fun Vacation), where host Linda P took five of Denmark’s funniest comedians on holiday in Marbella. Every evening, they took turns in the hot seat, getting roasted by their colleagues. For social, the challenge was introducing roasting – a concept popular with Millennials and older – to a Gen Z audience.
TikTok is known for its short-form content. With this campaign, we tested what would happen if episodes had a longer duration. Each episode was over 3 minutes long, which turned out to be specifically beneficial for adding new followers to the handle, as after each episode, more followers wanted to see what happened next. This could also be seen in search results on TikTok, which featured multiple related search words for the content. The overall conclusion of the campaign was that TikTok audiences are ready to watch longer, high-quality content on TikTok, as more than 20% of all viewers watched the full episodes.
SAMY 2025
© DEFENSE OF CONSUMERS FOR CLAIMS
SAMY 2025 © DEFENSE OF CONSUMERS FOR CLAIMS
