Objective
I am marketing the Presidential Nemo characters because I hope to bring viewer awareness as to whom is actually running for President. People often tune out political jargon, but by lightening the mood with loveable animated characters, I hope to garner their attention, therefore educating them. View post on imgur.com
After creating my content and uploading it to Imgur, I then promoted said content by creating a Twitter web card and then engaging with Twitter Ads, paying an additional $5 for more views. The tweet found on my timeline looked something like this:
Imagine the #presidential#nominees as #findingnemo characters >> #NHsmchttps://t.co/iCA3EIVGFy
— Erica Halverson (@halversonerica) April 5, 2016
Results
My goal for the content challenge was to achieve a minimum of 3o engagements on my Imgur image. I measured this by adding the actual views on the Imgur site and the total engagements on my drafted tweet. The results were higher than expected, gaining me 82 views + 146 tweet engagements, totaling 228 total engagements.
In order to achieve this number of engagements, I stuck to my original marketing plan which defined my background, objective, goals, strategy, resources, editorial calendar, metrics, and budget. The only significant change that varied from the plan was my editorial calendar. Instead of using Twitter Ads to promote my tweet 3 days, I ended up promoting it every day from the 4/5-4/11 time frame. This variation was beneficial because it allowed for an increase in impressions, which therefore increased my number of engagements and views.
Takeaway
Creating viral content is not easy. A seemingly good idea may never go viral, but by utilizing resources like Twitter Ads and then strategically developing content that plays to viewers’ emotions, one significantly increases her chances at success.