The campaign was a long-term collaboration, which was divided into 2 rounds. In addition, both rounds were divided into 3 different periods, where the influencers should share a minimum of 1 post and 2 stories in each period. The first round lasted for 6 months and focused on Una, Lulla and Una Duo. The second round lasted for 3 months and focused on Vida. Although the two rounds differed in length, they were completed simultaneously. There was creative freedom in relation to the content, but it was required that the wagons should be use actively in the content to create a credible and authentic message. The influencers were selected based on their match with Odder’s audience. In addition, the influencers children should have the right age, as the campaign was about depicting how the family’s way of using the wagons changes as the child develops.