The challenge

MP Denmark reached out during a company merger, aiming to establish a centralized brand shop and modernize their full setup. Their platform was unstable, full of bugs and outdated tech with no real tracking, and their paid systems on Meta and Google were scattered: fragmented access, no ownership of assets, and no clear data.

They were essentially flying blind across every key channel and needed a full digital cleanup. At the same time, they wanted a strategic partner who could define their voice, build a scalable paid setup, and support both B2C growth and the B2B side. Reseller and retail dumps were also hurting their DTC performance, so their own efforts had to be tightly structured to hold ground.

What we found

The accounts weren't really the problem, the foundation under them was. Lost access, no ownership, no tracking, and most Google budget burning on brand search at CPCs around 15 DKK. Before anything could scale, the plumbing had to be rebuilt and the data made trustworthy.

Paid social

We started with a full audit and deep cleanup:

• Centralized all assets and accounts

• Secured access and ownership

• Rebuilt tracking from the ground up

• Prepared for a smoother transition to the new website

With the foundation in place, we moved into short- and long-term paid planning: mapping the content and assets they already had, what could be reused, and what needed to be created. We built the initial campaign structure around their individual brands and aligned it to a long-term roadmap for tone of voice, visual direction, and content. The goal wasn't just to run ads, but to build a brand framework they could scale and evolve with.

Google Ads

The original Google setup was fragmented: some brand accounts missing access, others with no structure, most spend on brand search at CPCs around 15 DKK and little visibility beyond that. We:

• Retrieved lost assets by contacting previous agencies and partners

• Built a new structure with all brands and markets under one Google MCC

• Rebuilt campaigns from scratch, starting with brand protection at lower cost

In the first two months, we cut brand CPCs to one-eighth of the original while doubling revenue and ROAS, on just a quarter of the previous spend. From there we categorized brands and product types, launched DSA and search campaigns with proper tracking, and expanded country by country in a clean, scalable setup.

Email marketing

When we joined, email was barely active and the previous platform had left little usable data. While waiting for the new website, we:

• Cleaned up the existing setup

• Built a brand-new structure for both DK and DE/COM markets

• Created flows and automations from scratch

• Laid the foundation for consistent growth once more data could flow in

Strategic consulting

MP Denmark wanted to grow with a clear eye on cash flow, performance, and scalability. So beyond running channels, we:

• Advised on budget planning

• Sparred on content strategy

• Helped map cross-brand planning and activation

• Stayed available across touchpoints, supporting the broader business goals, not just performance

The results

• +192% ROAS

• +20% AOV

• -38% CPC

• Brand CPCs cut to one-eighth of the original

• Revenue and ROAS doubled on a quarter of the previous spend

Why it worked

We rebuilt the foundation before we scaled it: one clean account structure, real tracking, and profit-first decisions across every brand and market. That turned a scattered, blind setup into a system MP Denmark could grow on with confidence.