What surprised you the most once the campaign launched?

Well, for this campaign, the first campaign that we conducted for AEE, we, we weren't exactly sure what to expect.

Like many strategies, we launch them not ex- knowing exactly how they'll land.

But for this one, I mean, it's far, it went far beyond reaching our expectations.

In all, all metrics, we...

What we saw is we saw that not only did the campaign reach the audiences we need to reach, but we reached over 80% of the individuals were non-followers.

So because of the way the algorithm works, they were people who weren't already following these influencers, which was a key, a, a key factor in terms of how we deemed it a success.

Well, crystal ball time, where do you see influencer marketing really evolving over the next few years? Where, where should association communicators be thinking if they want to build programs that are gonna be effective not just today, but tomorrow too?