The diary is a very clear metaphor for the content in the new section. This made it easy for the target group to understand what kind of articles they could expect from the new section. Furthermore there is something forbidden but intriguing about reading other people's diaries, which makes it easy to work with, campaign-wise.

The primary objective was to reach 20% recognition of the new section in the target group. 45% of the target group had heard about the new section after the campaign.