The challenge

SOS International needed a trusted partner to plan and execute a five-month campaign across Denmark and Sweden, in two phases: a pre-summer build-up and the core summer season. The campaigns ran 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

• KPIs and benchmarks

• Audience targeting and funnel design

• Campaign objectives and creative rollout

• Full campaign management across both countries

What we found

Legacy setup from previous agencies was a live risk. Early on, one of their main ad accounts hit restrictions, so part of the job was staying flexible enough to keep a time-sensitive, multi-market campaign on track while we cleaned up the foundation underneath it.

Paid social: Meta Ads

We structured the period into two waves:

1. Pre-summer (April to May): building awareness and traffic

2. High season (June to August): conversion and reach, with new creatives and updated messaging

Each wave ran on two tracks:

• Awareness, to maximize qualified reach across the Nordic markets

• Traffic and conversion, to drive measurable results and actions

That dual-track structure was the right call, balancing reach with real engagement and conversion.

Technical and structural support

When one of their main ad accounts hit restrictions from legacy setup issues, we acted fast and ran campaigns across multiple accounts to stay on schedule. Alongside execution, we sparred on their Business Manager structure, security protocols, and asset organization, to leave them with a more future-proof, scalable setup.

The results

• Both campaigns outperformed the initial KPIs

• Results exceeded the benchmarks set in earlier campaigns, across both Denmark and Sweden

• A time-sensitive, multi-market campaign delivered despite mid-flight account restrictions

Why it worked

Clear planning, a flexible dual-lane setup, and quick problem-solving under pressure let us hit hard on a fixed seasonal window, in two markets at once, without missing a beat.