The influencer campaign has wrapped up, so your boss calls a meeting to discuss the results. She begins, "I have to admit, I wasn't sure that influencer marketing was the right choice for the formula maker, but the results look good. We saw a 30% increase in traffic to the website on the days that your influencer posted. Additionally, our formula maker sales this month were the highest we have ever seen, even higher than during the holiday season!" She continues, "I am meeting with our CMO later this week to discuss the results. I already know that he's going to ask me why influencer marketing was so successful. He's a big fan of traditional channels, so how should I respond to his question?" How should she respond?