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"]
