Dumle, Fazer
Stealing the Spotlight
Young audiences (18–35y) have a built-in radar for "advertisements" and will skip them in milliseconds. To stay relevant, Dumle needed to move from being a "sweet snack" to a brand with a cultural pulse. Instead of traditional ads, we created a meta-comedy series on social media. The plot: Influencer Victor Fog gets a reality check when Dumle’s "Marketing Manager" (played by actor Roland Møller) decides Victor’s girlfriend is the real star. By using the influencer format against itself, we turned branded content into unskippable culture.
We tricked the algorithm by making a comedy series about an influencer losing his spotlight.
Make it rightThe strategy was built on a core truth: youth reject ads but reward culture and “lore”.Rather than paying an influencer to hold a product, we built a narrative universe where the brand drives the plot.We weaponized the “influencer ego” as a comedic engine, creating a series that felt 100% native to the platforms it lived on.
Make it magicWe produced six episodes of social-first, long-form comedy (2–2.5 min).By blending high-production value with the lo-fi aesthetic of TikTok and Instagram, we blurred the line between entertainment and commercial.The “magic” lay in the authenticity; we leaned into the messy, self-absorbed world of social media, making Dumle the catalyst for the humor rather than just the sponsor.
Make it workBy optimizing for “Watch Time” rather than just “Reach,” we forced the algorithms to work in our favor.When people stay for the story, the platform rewards the content with massive organic distribution.The result was a “reach efficiency” of 156%, meaning the content exploded far beyond the influencer’s own follower base, landing directly in the “Explore” feeds of our target audience.
Results:
- +30 million total views across TikTok and Meta for both seasons.
- 205 days of total watch time on TikTok alone, capturing attention at a massive scale.
- 34-35 seconds average watch time over 400% above the industry benchmark
- 4.2% engagement rate on Instagram, significantly outperforming standard brand benchmarks.