I am a third culture entrepreneur who learned early how to translate between people, ideas, and platforms. My first company, GamingBuddy, a social-media dedicated to matchmake gamers, came from a simple belief that online communities should feel welcoming. We connected 40.000 gamers in over 80 countries.

Building that product taught me how to grow audiences with heart, ship product with focus, and turn values like inclusivity into actions that scale. Along the way I joined Innofounder and Accelerace, where mentors sharpened my instincts for product market fit and momentum.

I then stepped into leadership at Knowledge Gate Group, a SaaS product in life-sciences, to stretch a different muscle. I led sales and customer success, built and coached teams, tightened how we sell and serve, and opened doors in new 3 new markets. We grew fast, raised retention in a big way, and proved that clear strategy plus consistent execution wins even in complex categories.

Today I am the founding partner at Klickbait, a place where I combine my passion and experience; a social focused culture-first brand activation agency based in Copenhagen. 

I help brands design global social strategies, run platform native campaigns, and develop, produce, and edit short form content for TikTok, Instagram Reels, and YouTube Shorts. I care about creative that earns attention, paid and organic systems that compound, and stories that are true to the culture of each platform. 

I've lead international projects, keep teams aligned under pressure, and stay close to the craft from brief to final cut.

If you want social that drives growth and a brand that feels alive in culture, let’s talk.

A random hotel in Italy is bout to go viral and they don't even know it.

Arc Raiders by Embark Studios blew up last year and won Best Multiplayer at The Game Awards 2025. (Congrats!!)

In the game, players spend a lot of time in a the games lobby - a place called “Stella Montis”

My favorite part: there’s a real hotel in Italy called Hotel Stella Montis. Gamers found it on Google and started leaving tons of (positive) reviews filled with inside jokes from the game (see pics).

ALL the biggest streamers are binging this game... and its constantly viral online.

Also, I play the game 😁, so I'm very familiar with the lore.

SO...as a social media strategist, here's how I’d be thinking, to own this cultural moment and turn this into brand-building attention.

𝐓𝐡𝐞 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲: 𝐠𝐢𝐯𝐞 𝐭𝐡𝐞 𝐢𝐧𝐭𝐞𝐫𝐧𝐞𝐭 𝐦𝐨𝐫𝐞 𝐭𝐨 𝐩𝐥𝐚𝐲 𝐰𝐢𝐭𝐡!

It's called “𝐟𝐚𝐧𝐬𝐞𝐫𝐯𝐢𝐜𝐞”: These fandoms aren’t just an audience, they’re can be your hype team if you treat them like partners. So the hotel’s job is to give fans little creative “toys” they can share, remix, and spread.

𝐓𝐮𝐫𝐧 𝐭𝐡𝐞 '𝐥𝐨𝐛𝐛𝐲' 𝐢𝐧𝐭𝐨 𝐜𝐨𝐧𝐭𝐞𝐧𝐭:
Post a short videos in the real lobby: “Welcome to the real Stella Montis.” 
Keep it funny and short so creators stitch it and react to it.

𝐌𝐚𝐤𝐞 𝐬𝐦𝐚𝐥𝐥 𝐫𝐞𝐜𝐨𝐠𝐧𝐢𝐳𝐚𝐛𝐥𝐞 𝐭𝐫𝐢𝐧𝐤𝐞𝐭𝐬 (from in game) - “Raider welcome”: A small printed sign at reception. Turn it into a mini-game with recognizable looting items spread around the hotel and grounds (aka GOOP 🤑).

Bonus if you turn it into tradeable currency aka merit aka space dollars for hotels amenities!

Fans will photograph it for you. They will LOVE it.

Stella Montis and 𝐄𝐦𝐛𝐚𝐫𝐤 𝐒𝐭𝐮𝐝𝐢𝐨𝐬 could create a physical 'raid' with creators and their fans.

𝐈𝐧𝐯𝐢𝐭𝐞 𝐜𝐫𝐞𝐚𝐭𝐨𝐫𝐬: Host 3–5 gaming creators for a week in exchange for content - hiking, spa, food, views (GAMING).. Turn some of your most view-worthy rooms into streaming rooms - “touch grass at Stella Montis.”

Creators are ALWAYS looking for exciting ways to make their content more interesting (this ticks all the boxes) - basically guaranteed attention directly for Embark and the Hotel.

Own the search story: Update Google/website copy with a few friendly lines like: “Yes, we’ve seen the game reviews. Yes, we’re real.” Let them know you're aware.

Gamers have buying power, and they also happen to be chronically online haha

𝐓𝐡𝐞 𝐫𝐮𝐥𝐞 𝐭𝐡𝐚𝐭 𝐦𝐚𝐤𝐞𝐬 𝐭𝐡𝐢𝐬 𝐰𝐨𝐫𝐤?
Don’t try to “be cool.” Just be present, quick, and generous...because the community already wrote the story for you!!

A massive opportunity Embark Studios Please do something about this. 
This is my two worlds colliding.. Gaming x Socials 🤩

A great way to bring Arc Raiders outside of the game, into the physical world in an authentic way, that the community is already asking for 😁

Embark Studios can I work with you on this?

Patrick Söderlund Jenny Huldschiner Adrien Lannegrace Oscar Lundberg

Vicente Manuel Mac Hansen

Building global social strategies, culture marketing, always-on, social first | I produce short‑form on TikTok, Reels, and Shorts | plugging brands into platform culture to for growth | Founding Partner @Klickbait.me

Keurig Dr Pepper Inc. just BLEW up the internet.

Context:
@romeosshow on TT posted a video. 

They said "I have a theme song for Dr. Pepper, and it goes like this"... followed by a little song (see attached clip).

It blew up instantly.. It's at 42.5M views now.

The whole world was tagging Dr Pepper. 

But no action.

Meanwhile Vita Coco jumped on it and collabed with Romeo to create their own jingle.

The internet was so dissapointed, and they made it very obvious.

BUT!!!!

2 days ago Dr. Pepper launched the official jingle.. an official partnership with Romeo, fully licensed song.. full production.. and debuted it during their NCAA championship game (a massive event sponsored by Dr Pepper, with many guaranteed eyeballs).

Now everyone is posting about it. 

Vita Coco did a great job.
They jumped in fast while she was blowing up. Quick post. Quick win.

But Dr Pepper played it PERFECTLY.
They didn't “hop on” the trend, they made the hype a guaranted media moment... and themselves a cultural icon.

I can only imagine the red tape the marketing team had to blaze through: additional budget approvals, licensing, production, etc. etc. all in under a month btw. 

Romeo got PAID, Dr Pepper is the talk of the town and the internet is having a field day.

win win win.

Brands try so hard to be part of what people love online.
They copy the jokes. Use the sounds. Post the memes.
It fails because it feels too tryhard.

Culture isn’t something you can just grab with one fast post.

Do like Dr. Pepper.

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