Campaign Analysis: Trixy Food Meme

Posted on by Victoria Giannola

Introduction 

It all started with a funny photo of my friend’s spoiled dog… I imported the photo into Imgur to create a relatable and appropriate meme that promoted using TwitterAds.

Objectives 

  • Surpass 500 imgur views
  • At least 10 twitter retweets
  • Minimum 20 twitter favorites

Meme 

Trixy Food Meme

Twitter Webcard 

Twitter Spending 

View post on imgur.com

Analysis

As soon as I posted my Imgur, it immediately started getting views. I reached almost 1000 views before I even started my twitter campaign. My campaign lasted from November 5-12th. I developed a strategy before I launched my campaign. I curated my promoted tweet to encourage users to click on the Imgur link.

I pinned this tweet so it would the the first thing my followers and other twitter users would see on my profile. I also used my personal twitter account to tweet the same tweet and retweet it. I did this because I have over 300 followers on that account. I also used my personal instagram, with almost 2000 followers, to advertise the meme. I put the Imgur link in my bio and then posted an accompanying story. This was my story:

View post on imgur.com

I think my followers were curious to click on the link in my bio because I don’t typically have any website link there. Imgur is not as well known among my followers, so that use of media was effective in intriguing my followers. The rest of my campaign was on twitter. I would retweet and un-retweet my promoted tweet to garner more impressions. I also quote tweeted my main tweet twice to try to engage the laggards.

There were a few strategies that contributed to the success of my meme. First, the timing of the tweet. Based on a  previous class exercise, I decided to schedule my tweet for 4 PM, the time my followers are most engaged. Another idea that boosted vitality was the integration of instagram and an additional twitter account. Using different social media allowed me to reach a wider audience than just those following my professional twitter account. Finally, the twitter web card was extremely effective. I was able to code the audience to reach my target, males or females who appreciate humor, memes, and food. This was the most important part in casting a wide net to receive the most website clicks.

View post on imgur.com

My campaign ran for 8 days and earned over 8,000 impressions. The majority of impressions were promoted and were earned at the beginning of the campaign. The paid tweet accounted for over 6000 of those impressions.

View post on imgur.com

View post on imgur.com

Although I only received 33 link clicks, I successfully launched a Twitter campaign to promote an original meme and met all my objectives.

  • Surpass 500 imgur views
    • Imgur Views: 1,576 Views
  • At least 10 twitter retweets
    • 10 retweets
  • Minimum 20 twitter favorites
    • 37 favorites

Conclusion

If I could adjust my campaign, I would promote the Imgur link more. I would add the link to my Twitter bio. I would also forgo the image attached to the tweet and only include the rich media from the Imgur link. This would increase the amount of link clicks and, in turn, Imgur views. In conclusion, my campaign entertained my followers, enhanced my Twitter profile, taught me the backend of TwitterAds, and, most importantly, WENT VIRAL!

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