DBU (Dansk Bold Union)
DBU (Dansk Bold Union)
DBU (Dansk Bold Union)
DBU (Dansk Boldspil-Union) is the governing body for football in Denmark — representing the national teams and the development of the sport across all levels. With deep cultural roots and a passionate fanbase, their campaigns often serve a bigger purpose than just promotion: they bring people together around national pride and shared moments.
DBU (Dansk Boldspil-Union) is the governing body for football in Denmark — representing the national teams and the development of the sport across all levels. With deep cultural roots and a passionate fanbase, their campaigns often serve a bigger purpose than just promotion: they bring people together around national pride and shared moments.
DBU (Dansk Boldspil-Union) is the governing body for football in Denmark — representing the national teams and the development of the sport across all levels. With deep cultural roots and a passionate fanbase, their campaigns often serve a bigger purpose than just promotion: they bring people together around national pride and shared moments.
"I’ve worked with Asger on several projects, and it’s been a real pleasure every time. He has deep knowledge of social media, and he’s incredibly helpful and efficient. Asger gets my warmest recommendation."

Katrine Kromann
Project leader Republica
[Client]
DBU (Dansk Bold Union)
DBU (Dansk Bold Union)
DBU (Dansk Bold Union)
[Countries handled]
[Services]
Meta Ads, Strategic Partner
Meta Ads, Strategic Partner
Meta Ads, Strategic Partner
[Category]
Service Business
Service Business
Service Business


The Challenge
Ahead of the Women’s World Cup in Australia 2023, DBU and their creative agency needed support in shaping the digital funnel and campaign structure around the Danish national team. The ambition was clear: drive national support, increase visibility, and bring fans closer to the players during one of the biggest football events of the year.
We were invited in as a strategic adviser on paid social, with responsibility for advising and help setting up the digital ecosystem - including:
Funnel design and campaign structure
Budget planning and ad spend pacing
Targeting, timing, and channel setup
KPI framework and media efficiency
This wasn’t just about execution, it was about helping orchestrate the whole paid engine behind the campaign.
Collaboration & Execution
In close collaboration with Republica and DBU’s internal team, we laid the foundation for one of their largest paid social setups to date for the women’s national team. Campaign planning included multiple phases, tailored content, and flexible frameworks for both upper-funnel awareness and engagement-driven performance.
We also helped shape the digital activation strategy around "The Kangarooligans", with Republica, a red-and-white fan movement created to rally Danish support during the tournament. We helped build the Meta campaign engine, supported their creative rollout, and worked to channel traffic and engagement directly into the campaign’s core fan universe.
📢 You can read the official article about the campaign on DBU’s website here
👥 And check out the fan group we helped launch: The Kangarooligans on Facebook
Our Role
Advised on overall campaign strategy and structure
Built and managed the Meta campaign setup across phases
Defined KPIs and aligned budget pacing to key dates
Collaborated closely with creative to match timing, content, and audience goals
Supported community-building and fan engagement throughout the tournament
The Challenge
Ahead of the Women’s World Cup in Australia 2023, DBU and their creative agency needed support in shaping the digital funnel and campaign structure around the Danish national team. The ambition was clear: drive national support, increase visibility, and bring fans closer to the players during one of the biggest football events of the year.
We were invited in as a strategic adviser on paid social, with responsibility for advising and help setting up the digital ecosystem - including:
Funnel design and campaign structure
Budget planning and ad spend pacing
Targeting, timing, and channel setup
KPI framework and media efficiency
This wasn’t just about execution, it was about helping orchestrate the whole paid engine behind the campaign.
Collaboration & Execution
In close collaboration with Republica and DBU’s internal team, we laid the foundation for one of their largest paid social setups to date for the women’s national team. Campaign planning included multiple phases, tailored content, and flexible frameworks for both upper-funnel awareness and engagement-driven performance.
We also helped shape the digital activation strategy around "The Kangarooligans", with Republica, a red-and-white fan movement created to rally Danish support during the tournament. We helped build the Meta campaign engine, supported their creative rollout, and worked to channel traffic and engagement directly into the campaign’s core fan universe.
📢 You can read the official article about the campaign on DBU’s website here
👥 And check out the fan group we helped launch: The Kangarooligans on Facebook
Our Role
Advised on overall campaign strategy and structure
Built and managed the Meta campaign setup across phases
Defined KPIs and aligned budget pacing to key dates
Collaborated closely with creative to match timing, content, and audience goals
Supported community-building and fan engagement throughout the tournament
The Challenge
Ahead of the Women’s World Cup in Australia 2023, DBU and their creative agency needed support in shaping the digital funnel and campaign structure around the Danish national team. The ambition was clear: drive national support, increase visibility, and bring fans closer to the players during one of the biggest football events of the year.
We were invited in as a strategic adviser on paid social, with responsibility for advising and help setting up the digital ecosystem - including:
Funnel design and campaign structure
Budget planning and ad spend pacing
Targeting, timing, and channel setup
KPI framework and media efficiency
This wasn’t just about execution, it was about helping orchestrate the whole paid engine behind the campaign.
Collaboration & Execution
In close collaboration with Republica and DBU’s internal team, we laid the foundation for one of their largest paid social setups to date for the women’s national team. Campaign planning included multiple phases, tailored content, and flexible frameworks for both upper-funnel awareness and engagement-driven performance.
We also helped shape the digital activation strategy around "The Kangarooligans", with Republica, a red-and-white fan movement created to rally Danish support during the tournament. We helped build the Meta campaign engine, supported their creative rollout, and worked to channel traffic and engagement directly into the campaign’s core fan universe.
📢 You can read the official article about the campaign on DBU’s website here
👥 And check out the fan group we helped launch: The Kangarooligans on Facebook
Our Role
Advised on overall campaign strategy and structure
Built and managed the Meta campaign setup across phases
Defined KPIs and aligned budget pacing to key dates
Collaborated closely with creative to match timing, content, and audience goals
Supported community-building and fan engagement throughout the tournament
"I’ve worked with Asger on several projects, and it’s been a real pleasure every time. He has deep knowledge of social media, and he’s incredibly helpful and efficient. Asger gets my warmest recommendation."
"I’ve worked with Asger on several projects, and it’s been a real pleasure every time. He has deep knowledge of social media, and he’s incredibly helpful and efficient. Asger gets my warmest recommendation."
Katrine Kromann
Pictures From the Project
Pictures From the Project
Pictures From the Project




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Ready to scale your brand to new heights?
If you want to break through plateaus, improve profitability, and scale sustainably, with a proactive partner, contact us today.
Ready to scale your brand to new heights?
If you want to break through plateaus, improve profitability, and scale sustainably, with a proactive partner, contact us today.