The objective of my marketing campaign was to create a community and rallying cry for lost Frank Ocean fans as they search for him in the deepest corners of the Internet. My goal was to have at least 30 combined engagements (website clicks, likes, replies, and retweets) by the end of the campaign. I achieved my goal, but it wasn’t an easy start.
Twitter Ads was not my friend. I did not understand that I was supposed to create one web card, promote 1 standard tweet using that web card, and then post a series of standard tweets throughout the week directing people to the web card. Instead, I created 5 web cards (all with the same Imgur link), with 5 different tweets about Frank Ocean, and made them all promote-only.
None of them showed up on my timeline, much to my surprise. It took a reassuring conversation with Professor Grygiel, a pause on all 5 campaigns, and a new outlook on Twitter Ads to really get the ball rolling. On Tuesday evening, I finally promoted this beauty:
July 260th: Still no Frank. Won't we ever get closure? 💔 🌎 #WhereIsFrankOcean #NHsmchttps://t.co/77y2idTejR
— Stephanie Bronfein (@sbfein) April 6, 2016
With 12 retweets and 19 likes, I could safely say this is the most engagement I’ve ever gotten on a tweet.
I spent just under $5 promoting the tweet for website clicks or conversions. According to Twitter Analytics, there were 83 clicks on this tweet, as well as 7,663 impressions.
With 84 views on my Frank Ocean Imgur photo, I blew my marketing goal out of the park. Now let’s only hope that after stirring the emotional Twitter pot, Frank Ocean can offer us some solace by RELEASING HIS ALBUM ALREADY.