The #StoleMyLook campaign was a social media campaign centered around the goal of hopefully going viral. The content of the campaign was a meme that was posted on Imgur and then later included in several Tweets as well as Facebook posts.
Although it was part of a viral content challenge, the campaign had it’s own original goals as well. These goals included a large number of impressions, high audience reach, high audience engagement and content recreation. In order to do this, it was included in 3 Twitter posts, one of which including a Twitter Web Card in order to reach a higher number of people.
They swore they weren't gonna wear it too, but they wore it #StoleMyLook #NHsmc https://t.co/hRK2u8WABM
— Meredith Sullivan (@meresullivan) April 6, 2017
The specific numerical objectives included
- 500 Impressions on Twitter
- 100 Imgur views of meme
- 5 Twitter Retweets
- 20 Twitter Likes
- 100 Facebook Likes
- Have at least 20 target audience members engage with tweet (Retweet or Share)
Although the meme did gain over 100 Imgur views and over 500 impressions on Twitter, the campaign did not do as well as expected according to the marketing plan. It failed to reach 5 Twitter Retweets, 20 Twitter Likes or 100 Facebook likes. The meme only received 1 Retweet and only 6 Twitter Likes. I think this may be in part that Imgur link was part of the tweet. I believe if the meme itself was uploaded as a jpeg and included in a tweet it may have received better engagement. Looking back on the viral content challenge I believe it would have been interesting to do A/B testing with 1 tweet including the Imgur link and the other one simply have the jpeg of the meme to see which post received better engagement.
It was interesting to see that the 1 Facebook post received better engagement than all 3 of my tweets combined. The post received 9 Facebook likes and 1 share. The person who shared the post actually received over 30 Facebook likes on their post. So in other words, the most success that the #StoleMyLook generated from someone else’s account rather than my own. other than my own.
Overall, although the campaign fell short on it’s social media goals I think it was still successful because it gained 669 views on Imgur and over 1,000 impressions on Twitter.