OBJECTIVES
Starting off, the objectives for the This is What Memes Are Made Of campaign were seemingly simple:
- Receive 500 views, between on-site and link click-throughs, on the Imgur interface
- Receive 20 favorites and 10 retweets on Twitter
Throughout the process, some of these objectives proved to be surprisingly more difficult than others – as we will discuss later on, but all around the campaign proves to be successful in its execution.
CAMPAIGN ANALYSIS
As discussed above, our primary objective throughout the duration of the campaign was to obtain 500 views on the original Imgur post. Turns out, site activity and engagement through Imgur is much more active than anticipated. Within the first 12 hours of having been shared on to the community page, the meme had already received 443 views, without any additional promotion. Posting right at midnight on the start date of the campaign led to a lot of late night engagement, and successfully catapulted the post to reach its 500 views in no time.
Have you ever seen such a beautiful night? #SingToMePinot #MondayMotivation #NHsmc https://t.co/FE5hDDfbge
— Michelle Hernández (@AsMichelleSaid) April 2, 2018
Additionally, posting through Twitter proved to be quite successful as well. Although the campaign objective of reaching 20 favorites and 10 retweets was not met, the tweet still received a substantial amount of engagement. With the help of TwitterAds, the tweet was able to receive over 7,600 impressions. Again, although the tweet did not perform well in terms of favorites, it did prompt 90 curious tweeters to click on the link, which was the ultimate purpose of the Twitter portion of the campaign.
Moreover, the $5.00 advertising budget was put into good use, for it drummed up nearly 2,000 promoted impressions and 17 promoted click links. Choosing to promote near the tail end of the campaign, gave the tweet additional favorites, and a last minute boost in impressions within Imgur itself.
Lastly, the Facebook portion of the campaign also proved to be quite fruitful. Although it was the post with the least engagement (23 likes, 2 shares) it did help provide some link click throughs. It also prompted users to comment on the meme itself, with the most popular response being: “I felt this meme on a spiritual level” (reassuring that the meme was relatable to some).
If I were to change anything throughout this campaign, it would most likely be the posting time for the tweet. Although it was ultimately successful, I believe the tweet would have received more likes and retweets if it had been posted later in the day rather than mid-afternoon.
CONCLUSION
Overall, the This is What Memes Are Made Of campaign proved to be incredibly successful, With 1,014 views on Imgur, the campaign was able to produce over twice the amount of views that had initially been expected, proving that “virality” is not too far fetched of a goal.