Because ‘Oops’ doesn’t belong in a payroll

Client: Danløn Work: Creative concept, Campaign strategy, Content production

Humorous videos, each targeting a specific audience segment. The content was crafted to land the message in seconds – built for mobile and social media algorithms

Challenge

Danløn has been a trusted payroll brand since 2001, used by more than 75,000 companies across Denmark. But payroll isn’t exactly a topic people love to engage with online. To differentiate itself from competitors and reach new audiences, Danløn needed a creative campaign that could capture attention and spark conversation among three key segments: Hospitality, Construction, and HR/Finance.

On platforms like Meta and LinkedIn—where only the most relevant and engaging content wins—Danløn had to find a way to make payroll both relatable and entertaining.

Solution

The result was a creative, humor-driven campaign built around one central truth: “Not all human mistakes can be automated – but payroll can.”

We developed three short, relatable films—each tailored to a specific audience—and distributed them across Meta, LinkedIn and YouTube. The films focused on everyday blunders and contrasted them with Danløn’s promise of an automated, error-free payroll system.

Each video was optimised for digital consumption, landing its punchline within the first few seconds to capture attention and drive engagement. The concept proved scalable and flexible, easily adapted for new audiences while maintaining a consistent and recognisable tone.

Result

Running from December 2024 to February 2025, the campaign delivered outstanding results:

Facebook: 1.5M views, 62,486 clicks and a 4.14% CTR—over four times the B2B benchmark.

LinkedIn: 2.14% CTR and a CPC of only 7.12 DKK—well below average.

YouTube: 50.3% watched at least half the video, and 38% watched until the end.

With exceptionally low click prices and high engagement across all platforms, the campaign outperformed benchmarks industry-wide.

The humorous angle made a low-interest topic both accessible and shareable—positioning Danløn as a bold, creative voice in an otherwise conservative industry.