Goals and objectives
Based on research and brand work done before the campaign, main goals were set around shifting the brand position of Ainu and the attributes consumers connected to the brand. In addition another goal was to communicate the large product line that Ainu had better to the consumers, as the brand was mostly known for one product - the stuffed bunny.
In order to achieve this goal we wanted to prove that Ainu can walk the talk and live and breathe these attributes it wanted to convey with the help of multichannel native advertising. By the help of surveys before, during and after the one year co-operation we set strategic goals and markers that we helped us monitor where the co-operation was going and how it was affecting consumers.