Bokomo Rusks #DunkLikeABoss
Viral Mockumentary Campaign with 5M+ Social Media Reach
The Challenge
Bokomo Rusks are famous for how much people love to dunk them in their favourite beverage. The iconic South African brand wanted to find a way to build on this love of dunking to engage and entertain their audience online while driving viral engagement across social platforms.
Brand Heritage
Celebrate the beloved tradition of dunking rusks in beverages
Creative Content
Develop entertaining content that resonates with South African audiences
Social Engagement
Drive massive reach and engagement across Facebook and YouTube
The Solution
In collaboration with creative agency Duke, Techsys Digital brought to life the "Dunk Like a Boss" campaign - a mockumentary-style series in the spirit of "The Office".
Mockumentary Series
Created hilarious workplace characters centred around dunking fanatic Llewellyn striving to become a rusk influencer, featuring everything from the mafia-inspired Cigar Dunk to the romantic Bae Dunk.
User-Generated Content
Each video ended with Llewellyn challenging the audience to share their own unique dunking styles in the comments to win Bokomo Rusk hampers, driving massive engagement.
Paid Media Strategy
Techsys Digital's paid media team promoted videos on YouTube and Facebook, achieving exceptional CPM of R10.96 vs benchmark R55.96 on Facebook and CPV of R0.23 vs R0.33 on YouTube.
Exceptional Results
The campaign exceeded all expectations, delivering massive reach, exceptional engagement rates, and cost-effective performance across all social media platforms.
"The 'Dunk Like a Boss' campaign was a creative masterpiece that perfectly captured the humor and relatability of workplace culture. We developed a comprehensive content strategy with character-driven storytelling that resonated authentically with audiences. The 40K+ unique viewers and 6K+ engagements demonstrate how well-crafted narrative campaigns can drive exceptional social media performance."
Rachel McFarlane
Managing Director, Techsys Digital
Campaign Highlights
The campaign's success was driven by creative storytelling, strategic community management, and exceptional content production.
Character-Driven Storytelling
Hilarious workplace characters with distinct personalities brought authenticity to the mockumentary format
Community Management
Techsys team responded as campaign characters, creating engaging comment threads and building community
Weekly Highlight Reels
Best user dunking entries were edited into weekly compilations, keeping engagement momentum high
Strategic Promotion
Targeted paid media campaigns on Facebook and YouTube maximised reach and engagement
User-Generated Content
Encouraged audience participation through dunking challenges and competitions with prizes
Viral Mechanics
Content designed for shareability with memorable characters and quotable moments
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