Meme Background
Beginning of the week always hits us the hardest. Whether you’re a student or a working professional, after enjoying two days off, Monday is the wakeup call back to deadlines.
Goal(s) (primary outcome)
- To relate to a wide audience
- Make someone laugh who is going through a bad Monday
- To remind people that they’re not the only one
- Life hits you like bricks, but you still got this!
Objective(s)
Objective is to get as many people as possible to relate to the meme
Measurable on Imgur
- Number of Views
Measurable on Twitter
- Number of Engagement and Impressions
Imgur Meme
Twitter Web Card Tweet
#Mondaymood is so real right now https://t.co/ihIlyLGbnQ #NHsmc
— Sara Wong (@sarawvng) April 3, 2017
Twitter Ads Spending and Engagement
Campaign Analysis
The overall campaign was a success gaining 5,843 views on Imgur.
My initial assumptions on Twitter being a strong platform to promote the meme was right since it gained over 1,000 views on Imgur, after the first day of promotion. However, I also saw the limitations of promoting on Twitter because of the message of the meme and the 7 day promotion requirement.
Since the meme’s message targets a specific day, Monday, the meme could easily become irrelevant throughout the rest of the week. With this in mind, I maximized my campaign spending all on Monday, April 3rd. I started the campaign later in the evening, around 7 pm EST, in order to engage with crowds who were getting off work, had a long day, and ready to enjoy their night. To ensure this crowd was reached, I placed various limitations on the Twitter Ads “Lifestyle” section; people with jobs, children, and retirement. Before I went to bed around 11pm EST the meme only had 200 views, but when I woke up the meme already reached over 1,000 views on Imgur and and 2,299 impressions on Twitter Campaigns. It could be assumed that the meme gain engagement overnight and was even able to reach audiences in different time zones with a variety of life habits, due to the impressive numbers in the morning.
To avoid tweeting the same meme and have my followers feel spammed, I decided to promote my meme on other social platforms. Reddit came to mind due to it’s huge fan base on sub-reddits such as r/spongebob, r/funny, and r/meme. In addition, since Reddit doesn’t rely on timeliness, the meme’s relevancy wouldn’t lose it’s charm and feel redundant over the next 6 days.
Per the results shown above, the most popular sub-reddit posts were r/BikiniBottomTwitter and r/meme. With the help of Reddit, I easily reached more than 4,000 views by the end of Friday. Thus, although Twitter Ads was effective in helping me achieve the first goal, 500 views, Reddit really boosted the views out of the ballpark.
The planning involved here was spot on. As discussed in class, it’s important to recognize timeliness and relatability to the audience. That’s why promoting around 7 p.m. on a Monday was such a smart idea. It’s valuable to think that way in terms of when would this meme have the most relevancy. The more relevant it is, the more likely it is to be shared. That’s vital to the success of the viral meme and thus it makes sense why this would do best right as a challenging Monday comes to the end.
Honestly, I can relate so much to this meme right now – seeing that it IS Monday. Although, I really think Mondays get a bad rep sometimes. Your post was definitely successful with that many engagements and reaching that many views on Imgur. I was worried when I saw the content of your meme and it being only relevant on Mondays (which you talked about), I would say that that fact alone would have made me nervous in promoting this meme, but it looks like you really made the most of it. Thanks to your planning and study while your meme was being promoted, you really took advantage of different platforms and ways to make your mem different every time. Great job!