"Blø for drakta" gave the 2026 home kit a story strong enough to carry across paid media and into sales. The campaign ran nationally across Meta, Snapchat and full-screen display on adressa.no with its Trøndelag publisher network, structured in a teaser phase before the kit was visible and a launch phase once it landed in the shop.
The launch did the selling. The Meta launch ad returned a ROAS of 5,29, meaning every krone spent brought back more than five in tracked revenue, with 13 purchases attributed directly to the ad and a much larger number completing in the shop after seeing it. CTR jumped from 0,18 % in the teaser phase to 2,61 % in launch, the kind of step that only happens when the audience has been primed and the product is ready to buy.
The display work on adressa.no carried the regional weight, with a view rate of 81,1 % across the run, climbing to 93,4 % on desktop fullscreen. Together the three channels delivered over 780 000 impressions and drove more than 2 500 clicks to the Rosenborg Shop, the largest paid footprint of any kit launch in the 2026 cycle.
The home kit is the one supporters wear most, and it is the one the campaign is built to live alongside the longest. "Blø for drakta" was designed to extend beyond launch week into matchdays, social content and shop activations, and the data confirms it had room to breathe. The teaser planted the line, the launch made it count, and the concept is still doing work every time a player runs out at Lerkendal.
