The Challenge

SOS International needed a trusted partner to plan and execute a five-month campaign initiative across both Denmark and Sweden, with two key campaign phases: a pre-summer build-up and the core summer season. The campaigns were designed to run from April through August, with local adaptations and performance goals in each market.

We were brought in to handle everything from strategic planning to daily execution:

• Budgeting and allocation

• KPI setting and benchmarks

• Audience targeting and funnel design

• Campaign objectives and creative rollout

• Full campaign management across both countries

Paid Social: Meta Ads

The campaign period was structured into two key waves:

1. Pre-Summer (April–May): Focused on building awareness and traffic

2. High Season (June–August): Focused on conversion and reach, with new creatives and updated messaging

Each wave was split into two tracks:

• Awareness - to maximize qualified reach across the Nordic markets

• Traffic/Conversion - to drive measurable results and actions

This dual-track structure proved to be the right approach, helping us balance reach with real engagement and conversion.

Technical & Structural Support

Early in the collaboration, issues surfaced due to legacy setup challenges from previous agencies. One of their main ad accounts experienced restrictions, which meant we had to act quickly and run campaigns across multiple accounts to stay on track.

Alongside campaign execution, we also provided strategic sparring on their Business Manager structure, security protocols, and asset organization - to ensure a more future-proof and scalable setup going forward.

Results

Despite the technical challenges, both campaigns outperformed the initial KPIs and exceeded the benchmarks set in earlier campaigns - across both Denmark and Sweden.
The collaboration showed how the right planning, flexibility, and a dual-lane paid setup can deliver strong results in highly time-sensitive, multi-market campaigns.