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