(Video)

Dumle, Fazer

Stealing the Spotlight

Campaign Concept Creative Media

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. 

”The average watch time of 35 seconds for a two-minute episode is extremely high. It tells us that people saw this as genuine entertainment, not as an ad.”

Markedsføring

(Video)

Marabou, Mondelez

The Maraboulance: Delivery Urgent "Hygge"

Creative Media Concept Campaign

 In a category drowning in price promotions, Marabou was fading into a "mom brand"; nostalgic but irrelevant to a younger audience with a high "BS detector" for traditional ads. To win back attention, we didn't just launch a campaign; we built a brand asset designed for the algorithm: The Maraboulance. By transforming a humble TukTuk into a storytelling engine, we moved from ephemeral bursts to cumulative "lore," delivering "urgent hygge" to Danes through a physical asset that creators could naturally inhabit. 

We hacked the Danish "Ba-buu" siren to turn a chocolate brand into an unskippable audio-visual icon

Make it right Younger audiences (18-29y) don’t hate brands, but they hate interruption. Instead of “sponsoring” creators to hold a product, we needed to build a brand asset that felt native to their feed. We identified a phonetic match between the Danish siren sound “Ba-buu” and the brand name “Mar-bou,” giving us an instant, ownable audio cue to cut through the scroll before a logo even appeared. 

Make it magic We created the Maraboulance: A bright yellow and red “Trojan Horse” vehicle. We launched with a cinematic Pimp My Ride parody to establish its origin story and then handed the keys to top-tier creators. By treating the vehicle as a character rather than a prop, we created a native playground where influencers could act as “The Rescuers,” bringing humor and satirist satire to the brand’s messaging. 

Make it work Every detail was optimized for “unskippable” entertainment. From sonic consistency (the “Mar-bou” siren) to visual anchoring (the iconic TukTuk), the Maraboulance provided a consistent brand container that allowed for genuine creator improvisation. This high-quality creative approach acted as a media efficiency hack: by optimizing for Completed Views (VTR) rather than just reach, we earned quality time and cheaper media.

Results: 

  • +80M impressions and a 48% increase in digital attention among 18-29 year olds. 
  • 214 days of total social viewing time—consumers spent over half a year combined watching a chocolate “ad”. 
  • Record-breaking retention: TikTok VTR reached 28.5% (+250% vs benchmark) with a CPV of just 0.04 DKK. 

”Wildly entertaining, unique idea, sublimely crafted. A very bold approach by the brand.”

Campaign of the Month, Markedsføring

Awards & publicity

the TRUE award

Gold, Best Editing

the TRUE award

Silver, Best in Humor

Clever Content Award

Gold, Best Content Strategy

Clever Content Award

Gold, Best B2C Content-Project

Markedsføring

Campaign of the Month

TikTok AdAwards

Shortlist, Creative Branding

(Video)

Power of One

Biografklub danmark

Brand & creative strategy Design Digital transformation Insight Media SEM / SEO Visuel identity

Ticket to the Future: Biografklub Danmark's Digital Transformation

Worldwide, struggling cinemas faced challenges from streaming and lockdowns, yet Denmark’s market thrived. This is how Biografklub Danmark’s digital transformation grew memberships from 140k to 240k, boosting ticket sales amidst adversity.

All departments of Publicis Denmark (Design & Development, Digital, Strategy & Insight, Creative, Social, and Media) collaborated to drive Biografklub Danmark’s digital transformation. It began with a user-friendly app, followed by a new website and customer service system. Implementing a Customer Data Platform (CDP) enabled precise data segmentation, introducing subscription memberships and automating processes, with over half the members adopting auto-renewal of their subscription membership.

Our enhanced email strategy increased outputs and engagement, while our media strategy on Meta, Display, and YouTube reduced CPA by 40%. Consequently, most of our marketing budget can now be used to acquire new members via Social, SEM, and Programmatic channels, alongside Digital TV and OOH.

In the process, we’ve developed a new visual identity and optimized most of Biografklubben’s communication to further strengthen the brand.

Når man kigger på, hvor mange kanaler der kom i spil, resultaterne og selve transformationen - så er der her tale om en indstilling, der gør det hele rigtigt.

Rambuk, Jurys motivation for ‘’Vinder af Marketing Automation’’

Awards & publicity

Danish Digital Awards 2024

Winner of ‘Best in Digital Strategi’

Rambukken 2024

Winner of ‘Marketing Automation’

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Other Work

Biografklub Danmark

(Video)

Media

Boliga

Media Media strategy SEM / SEO

Boliga achives a 100% increase in Conversions together with a decrease in CPA by 52.16% through an optimized campaign structure and conversion tracking on Paid Search

The Task
Boliga is Denmark’s largest independent online portal for the housing market. The portal allows users to search for properties across Denmark, including houses, apartments, and building slots.

The market that Boliga operates within, is characterized by high competition – especially from real estate brokers. As a result, Boliga wanted to focus on strengthening its online presence and getting more potential customers through its sales funnel through the utilization of micro-conversion actions.

Our approach
These days, data consolidation and conversion tracking play a more and more important role when advertising on Google with Paid Search Ads, and as a result, it is crucial to have the right foundation in place. Therefore, our main focus was to improve the following areas.

1. The campaign structure, where the goal was to reduce both the total number of campaigns and ad groups to increase the data volume and thereby, help Smart Bidding to work more efficiently. This process also included checking for keyword duplicates.

2. Utilization of micro-conversion actions with an increased focus on getting more potential customers through the sales funnel.

The results
Without making any changes to the budget together with the implementation of the different optimizations, we saw significantly better results measured on Conversions metrics when comparing Q1 2024 with Q1 2023. The optimizations that we made delivered:

• A total increase in (macro) conversions by approx. 100%
• A decrease in the average. CPA for (macro) conversions by approx. 52%.

Results

100%

increase in conversation

52.16%

lower CPM

Other Work

Bang & Olufsen

Biografklub Danmark

(Video)

Media

Bang & Olufsen

Media Media strategy Insight

Bang & Olufsen archives 127% more Impressions and a 60% 
lower CPM by optimizing audience targeting and video creatives on YouTube.

The Task
Bang & Olufsen is a Danish company known for high-end consumer electronics such as headphones, speakers, and television sets.

As part of the media mix for a product launch, they wanted to include the Efficient Reach format on YouTube. Previous campaigns have already shown that the new format could deliver satisfying results, but with this campaign, we wanted to challenge them on their audience targeting and video creatives – by improving efficiency and relevancy of the campaign to increase reach and lower the cost.

Our approach
Through close collaboration with the internal media team, we wanted to improve performance by optimizing these areas:

1. Audience segments were wisely chosen based on learnings from previous campaigns. Best practices were closely followed during the implementation phase to ensure we were not restricting our reach.

2. Based on learnings and insights together with the ABCD of creating effective video ads on YouTube, we used multiple video creatives with different ad copy. The purpose of this strategy was to better understand what ad copy resonated best with the target audience. Giving the algorithm multiple versions of the same video also helped to increase efficiency.

The results
This campaign saw a significantly better performance measured on Reach compared to previous similar campaigns. Through optimizations made to audience segmentation and improved video creatives, the Efficient Reach campaign delivered:

• 127% more Impressions
• A 60% lower CPM
• An increase of 5.72% in Unique users

Results

127%

more impressions

60%

lower CPM

5.72%

increase in unique users

Other Work

Boliga

Biografklub Danmark