Objective:
In my meme, I am referencing the decline of health college students see from freshman year to senior year. It shows a young healthy man in the gym weightlifting to an older heavier set man playing horseshoe. My goal was to reach at least 300 views on Imgur and 400 impressions on Twitter.
Meme:
Twitter Webcard:
Hate to be the bearer of truth but I think this is one thing all college seniors can agree upon since they started school! Check out my hilarious meme on Imgur @Imgur #senioritis #healthyliving #syracuse #nhsmchttps://t.co/dKJ7zARLqp
— William Zeitler (@willyzeits) November 5, 2018
Twitter Ads Engagement:
See Imgur
Final Engagement: 148 views on Imgur, 248 Twitter Impressions, 14 Tweet Engagements
Analysis:
Overall, I did not hit the numbers I expected to based on my marketing plan. I targeted current college students ages 18-24, used the keyword “senior year” and “senioritis”, users with “sportsmen” behaviors, and focused on the Syracuse area. Surprisingly, the keywords I chose did not correlate as much as I thought to the impressions I received and most of the interaction I received was based solely on the age demographics I chose to target. I averaged about a 6% engagement rate with 18-24-year-olds over the course of the campaign. Looking back I believe that I should’ve refined my target both increasing reach and focus on specific behaviors and demographics. For example, including health conscious 18-24 and not just “sportsmen”.