The challenge

Ahead of the Women's World Cup in Australia 2023, DBU and their creative agency needed support 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 advisor on paid social, responsible for advising on and helping set up the digital ecosystem:

• Funnel design and campaign structure

• Budget planning and ad-spend pacing

• Targeting, timing, and channel setup

• KPI framework and media efficiency

What we found

This wasn't just an execution job, it was about orchestrating the whole paid engine behind the campaign, and doing it around a fixed, unmovable moment. With a tournament calendar you can't shift, the setup had to be built to peak on exact dates, not ramp up gradually.

Collaboration and execution

Working closely 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. Planning spanned multiple phases, tailored content, and flexible frameworks for both upper-funnel awareness and engagement-driven performance.

We also helped shape the digital activation around "The Kangarooligans", with Republica, a red-and-white fan movement created to rally Danish support during the tournament. We built the Meta campaign engine, supported the creative rollout, and channelled traffic and engagement directly into the campaign's core fan universe.

Read the official campaign article on DBU's website, and see the fan group we helped launch: The Kangarooligans on Facebook.

The work

• 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

• Worked closely with creative to match timing, content, and audience goals

• Supported community-building and fan engagement throughout the tournament

Why it worked

We treated a national moment like a system: phased campaigns timed to the tournament, a fan movement to rally around, and a paid engine built to peak exactly when it mattered.