See how four Danish politicians' social media hits were created - and a TikTok dance was dropped

Monday, November 09, 2026 • 10:55 AM UTC - in Politics

Politics ( https://www.dr.dk/nyheder/politik )

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Social media played a bigger role in the 2026 election campaign than ever before. But the politicians' content is not always strategically planned or fully thought out in advance.

Not everything is carefully orchestrated when Danish politicians need to get their messages out on social media. But much of the more impulsive content is what performs best, say several of the social media experts, who you can see working behind the phone screens in a new documentary.

By Frederik Bjerre Andersen ( [email protected] ) 4 minutes ago

It was on social media that Lars Løkke Rasmussen became a GOAT, Rosa Lund gave birth to a red government, and Alex Vanopslagh gathered fans for a very long queue at Kongens Nytorv during the election campaign in the spring of 2026.

Behind the screens, a team of "warriors" works hard for each party to create content and likes that can ultimately shift votes and decide elections. They lay out strategies and plan campaigns - and equally seize spontaneous ideas and current trends to turn them into attention in Danes' feeds.

The new documentary 'The Social Media Warriors at Christiansborg' ( https://www.dr.dk/drtv/serie/some_krigerne-paa-borgen_623435 ) shows how some of the viral, wildly popular content was created - and made social media more important for the 2026 parliamentary election than ever before.

Here are four highlights – and a dance you never got to see.

Many of Rosa Lund's videos are handheld and spontaneous, says Shuki Foighel, who is Rosa Lund's social media manager.

But a week before the election, the Red-Green Alliance profile and one of her friends suddenly came up with a video idea that required a bit more planning: Pregnant Rosa Lund should give birth to a red government, they thought.

- So it was like, "that's a crazy good idea... What have you thought up?" But they hadn't quite gotten to the planning phase yet, says Shuki Foighel.

He therefore had to hastily procure both a delivery room, a 'midwife', and a baby doll, which got a coat of red spray paint in a parking lot.

The video ended up being seen by 336,386 on Instagram and Facebook – and was mentioned by media outlets like TV 2 and DR.

Liberal Alliance's Alex Vanopslagh was so sought after that his election posters were torn down. And that created a huge queue at Kongens Nytorv in Copenhagen when he, as a countermove, handed out free posters of his own figure.

But the video where Vanopslagh invited people to the poster event came about quite spontaneously – and under considerable time pressure. Especially when the team realized they were missing the strips the busy party leader needed to put up a poster in the video:

- So we send someone to the car to look for some strips. And the panic is basically whether we can make it before he has to move on. Because otherwise we haven't gotten what we wanted in the bag, says social media advisor Rune Øe in 'The Social Media Warriors at Christiansborg' ( https://www.dr.dk/drtv/serie/some_krigerne-paa-borgen_623435 )

The video was both conceived and edited in a car on the way from one event to another. It reached a total of 1,396,852 users across social media.

The Danish People's Party went hard after making the party and Morten Messerschmidt appeal to a young target group, says social media manager Mitchell Oliver in 'The Social Media Warriors at Christiansborg' ( https://www.dr.dk/drtv/serie/some_krigerne-paa-borgen_623435 ). Therefore, the party leader, among other things, drove around Copenhagen with political messages in a packed party bus.

A video from the bus was seen by 127,000 across social media. But it was only after a show in Aalborg that Mitchell Oliver truly realized the strategy had succeeded. On TikTok, Messerschmidt said he would go down the party street Jomfru Anegade:

- We are ready to go into the street around 11 PM. But we have no idea if there are any people. What if there aren't any? Then it's a bit embarrassing, says Mitchell Oliver.

In 'The Street', however, there were plenty of young people wanting autographs and photos with Messerschmidt. According to Mitchell Oliver, it was a "defining moment" for him, after a long period of work on a youth strategy for the Danish People's Party.

- So I'm standing in the moment where it all culminates, and we find out that it has succeeded, he says.

Black-and-white photos became a big success for Lars Løkke throughout the election campaign, along with his brand as GOAT – greatest of all time. But actually, it happened by chance.

Right when the election was called, the Moderates' then press and digital manager Cecilie Fisker Nielsen simply took a picture of Lars Løkke Rasmussen, which she chose to put a black-and-white filter on and rap music under:

- It just does insanely well on TikTok. So by chance, you just keep going with it, she says.

In the final sprint, Cecilie Fisker and her team decided to "go all in" with handing out 50 exclusive GOAT bags and a hot dog stand in front of Copenhagen Central Station. A TikTok post from the event has received over 133,000 views. And the hot dog stand stunt also appeared in a long line of traditional media.

Not all of the politicians' videos end up being posted on social media. At least not for Venstre's Marlene Ambo-Rasmussen.

She previously reached 955,000 users with a gymnastics video at Christiansborg. And during the election campaign, she recorded a dance video where political messages were supposed to fly out of her waving arms.

But that video was going nowhere. Except into the documentary 'The Social Media Warriors at Christiansborg'. ( https://www.dr.dk/drtv/serie/some_krigerne-paa-borgen_623435 )

- I thought it looked silly, and it can quickly go overboard. You really have to be careful about how far you go, says Marlene Ambo-Rasmussen.

She praises her social media staff for coming up with "insanely good input" – and she has several times said yes to things that were a bit outside her comfort zone. But this video, Marlene Ambo-Rasmussen still thought, was too tacky:

- Then I also have to remember that I am still 40 years old and a mother of two. And that I run a profile as a serious politician who fights for children and young people, she says.

Alex Vanopslagh and Rosa Lund were in the middle of a joint video when the election was suddenly called. See the situation in 'The Social Media Warriors at Christiansborg' ( https://www.dr.dk/drtv/serie/some_krigerne-paa-borgen_623435 ) on DRTV:

The Social Media Warriors at Christiansborg ( https://www.dr.dk/drtv/serie/some_krigerne-paa-borgen_623435 ) Documentary | 1 SEASON

What are the viewership numbers?

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Viewership numbers for videos in the article and the 'Social Media Warriors' programs are the sum of initiated views on Facebook, Instagram, and TikTok, collected by Mosel Studio in the election period from February 26 to March 25, 2026.

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Warning: This article was translated by a Large Language Model, in case of doubt, you can always visit the original source.