The influencers had to share a minimum of 1 post and 4 stories. We demanded that the influencers had to be in the picture and the Swapfiets’ iconic blue front wheel was visible. We focused primarily on students living in Copenhagen, Aarhus and Odense. It was not required, but an advantage, if the influencers had the opportunity to participate in Swapfiets’ then events. After the regular campaign period, the influencers had the opportunity to make a giveaway where they could hand out a 6-month free subscription to Swapfiets.