how to get gen z hooked on the concept of roasting?
Amazon Prime Video launched the Danish original series ‘Roasted – Verdens Sjoveste Ferie,’ featuring five of Denmark’s funniest comedians getting roasted each night in sunny Marbella. The big challenge? Bringing the fun of roasting, usually a hit with Millennials and up, to the Gen Z.
educating the biggest gen z influencers with long-form
We introduced the Roasted Academy. While Gen Z hasn’t grown up with the concept of roasting, we took it upon ourselves to create an education tailor-made for some of Denmark’s biggest Gen Z influencers. Over the course of seven long-form TikTok episodes (five classes and two ‘exam’ episodes), the influencers learned not only how to roast but also how to take a roast with dignity.
TikTok is famous for its short-form content, but with this campaign, we decided to shake things up by testing longer episodes. Each episode ran over 3 minutes—and it worked like a charm! After every episode, we saw a surge in new followers eager to find out what happened next.
The impact was clear in TikTok search results, which started showing multiple related terms (like ‘Sinan roasting Esther’). The takeaway? TikTok audiences are ready for longer, high-quality content. In fact, over 20% of viewers watched the full episodes from start to finish.
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