Today I want to introduce to you “Freshman Kitty” – A Meme I have created to connect to the internet’s favorite topic: Cats!
Freshman Kitty is the cheeky kid in all of us, that always knows better. We can probably all admit to having waited to the last minute to complete an assignment thinking it wouldn’t be a big deal.
Objective
The goal behind creating Freshman Kitty was to create a viral Meme. My personal objective was to achieve 500 views on Imgur within a week, starting on April 3rd. By April 10th I managed to get 499 views which I am proud of, even though I missed the mark by one point.
Strategy
I decided to focus on two different target groups. Number 1: Cat-Lovers who click or share for the cute kitten and Number 2: College and High School students who actually relate to the message. Both groups can be found on Twitter with individual hashtags. Especially with the Cat-Lovers I focused on daily hashtags and what time in the day they were most successful in the week before. I got the necessary information from keyhole.com. I then set up a campaign on Twitter Ads and listed all my prepared Tweets as creative in order to split my campaign budget up between them.
This was my most successful Tweet. It reached 137 organic and 1273 sponsored impressions which let to 9 organic and 11 sponsored clicks.
Let me brighten your Monday with my new favorite Cat-Meme 😺😻 #MeowMonday #KittyLoafMonday #catlovers https://t.co/lZgyoDYta1
— Madeleina Sophie (@LeinaSophie) April 3, 2017
Struggles and Learnings
My first conclusion is that the Cat-Lover definitely reacted better to the Meme than the college students. I did try to spread the Meme on other platforms like Facebook by posting the link to groups but Twitter was the only one that seemed to bring in some traffic. Still, at the end of my campaign, I am a bit disappointed.
I had high hopes in my strategy but in the end, even with the money backing up my Tweets I only achieved 42 clicks through the sponsoring. The rest seems to have come mostly from sharing it into the Imgur community. I also only reached a total of 1700 impressions through the campaign even though I followed the Twitter Ads suggestions regarding the target group size. My selected group included 20 – 29 Million people from the US with an interest in comedy. Lastly, I set a budget of $10 with a maximum daily budget of $1,50 yet not all of the money was spend.
I definitely need to learn more about how to use Twitter Ads more effectively and how to better control how much money is used where. I also think it is important to get a lot more data on target groups and hashtags before launching a campaign but using nothing but freeware that was hard to do. I hope that some of the 500 people who viewed my Meme actually saved it and shared it with their friends because I would love to see it make its way back around to me one day. I will definitely keep sharing it around. After all, I haven’t achieved the ultimate goal of making it go viral just yet.