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ignite and psychologically with audiences. And what I was talking about was how we do this at Mimando. You know, what kind of steps do we go through in order to create meaningful communication. So I talked about the use of Maslow's hierarchy of needs in order to become relevant. I talked about using global maker trends to become timely. Then I talked about the importance of when you work with purpose marketing to be in there for the long run so people will actually trust what you're doing. I also talked about our DNA Journey campaign, of course, which has had a really, really great impact on the business as a whole. So we grew the business 2% on a global scale due to the DNA Journey campaign. And I took that campaign and dissected it and talked about which viral triggers do we believe when the DNA Journey campaign. So I kind of went through a lot of stuff at the presentation. Well, I truly hope that they would take some of the key takeaways that are put out there. So specific tools that they could use when they leave this conference, get them back to the office. And if they think that purpose marketing is something for them, then they would actually have been given some tools that they could use right away. So I hope that's also what they got out of it. For us, again, going back to the DNA Journey with plus 600 million views where 97% of that traffic was organic. I think video has played a big role because in a video you can really show and tell and get people emotional. So video, I believe plays a big role in going out doing purpose marketing. But it's not the only thing because if you're just doing communication about it, then you're of course, as we said in the purpose marketing definition, then you put a focus on that topic. But for purpose marketing, you also need to act on it. So you need to create initiative that actually makes a difference. And there, for example, we are working with CISV, UNESCO and the publisher, Ekmand, where we're doing educational material for children in sixth and seventh grade for them to actually learn what is tolerance, what is prejudice, what is stereotyping, what is labeling, so they can actually learn to become open-minded citizens. And that's the difference in only doing communication but actually also changing behavior. So when we do stuff, both purpose marketing things but also inspirational or tactical stuff, of course we want to make sure it's spread out as much as possible. So what we did with the DNA Journey, we had the element of the DNA test. And DNA testing and finding out your own heritage is something that people are really engaged about. And when I ask in the crowd in there, how many of you were thinking of your own ancestral heritage when watching the video? I think 75, 80% put their hands up. So for us, we have been using co-creation with media and also with influencers, giving them DNA kits and having them talk about their own story but also talk about the DNA Journey and what all of this has meant to them. So for us, co-creation is a really good tool to get things spread. So there's a whole different team at Mundo that has been looking into all of that. But of course we're looking at what is the reach, what is the actual reach, how are the engagement, shares, likes, comments, which part of the world do we get seen in and how fast does all of this go? So yeah, we have a team looking into all the numbers. And as I said, we have a PI team that went in and looked at how much our business grew due to the DNA Journey, which was the 2% on a global scale. And we also had people looking into what was the ROI of this campaign. So every dollar we spent, we got back 213 times. So that's also something that we are really proud of and also something that we actually been winning some effectiveness award about. Because when people hear about the DNA Journey, they often hear about some of the creative awards that we have been winning, which is also really nice. But I think when things come to the test, doing impact on the business, that's actually where you do a huge difference. So going back to the co-creation part, we wanted to involve a lot of influencers in different countries and hope that they would find this story interesting and help spread that story. And I must say, working with the purpose message, influencers in general are just keen on helping to spread that message. And then when we on top put a DNA kit so they could actually see their own essential history, that made it so much more easier and actually made them create content. So again, for us, doing the co-creation is all about getting that message spread as much as possible. Well, I think that's a whole other conversation and I could talk about this for a long time as well. But I think working with influencers, it's really important to know what is it that you want to get out of that collaboration? So what are you measuring upon? I think it's really important that you find out what kind of influencers is it that you want to work with? What kind of values is it that they bring? Which platforms are they talking in? Then for Mimando, we're working a lot with micro-influencers. So we're not working so much with the bigger influencers because we believe the smaller influencers that they have a lot more engagement from their audience. So looking into which type of influencers you want to be working with is really important. And then make sure that you track and measure everything that's happening. So those are the main thing that I would recommend companies starting looking into this to do. There's a lot of different misconceptions and one of them, which I was asked about before, that purpose marketing is fluffy. It's just some quick, fun idea that companies are doing to try to create some sort of connection with audiences. But going back to the numbers for our business, purpose marketing doesn't need to just be a fluffy thing. Purpose marketing is something that can really move your business. So I think that's one misconception. I think also in the last year, we have seen a few companies trying to do what I would put in quotation, purpose marketing, and fail big time and actually get a huge shit storm on social media. So if you as a company think that purpose marketing is something that you do with your left hand and the other hand tight on the back and within a day or two, then that's also a misconception. And I also see brands getting involved in that way. So yeah, so our definition of purpose marketing, that is it's about understanding the core needs of your audiences and that's where we have been looking into mass loss hierarchy of needs. And then understanding what those core needs are, finding out what their pain points are, trying to get attention to those pain points. And when you have done that, the next step would actually be doing initiatives that helps overcome those pain points. So it's not about just communicating stuff. It's also about doing initiative that helps overcome these pain points. And then the last part, that's all about being in there for the long run. If you think again, you can do this with one campaign and then you're a purpose marketing company, then it's really wrong. So you need to stick in there for the long run. The part I work with, which is also the influencer part, what I see as a big trend going into 2019, that is working with a more automated approach to influencers because I think working with influencers takes a lot of resources and is quite time demanding. But I do believe that we'll see next year companies finding solutions where they can do micro-influencers at scale. I think that will be one of the big trends for next year. ["Dance of the Sugar Plum Fairy"]
