Professor Grygiel tasked their COM 427: Social Media for Communicators class with creating an original meme. The goal was to gain strong engagement and ultimate viral fame through the creation of this meme. While I did not expect my meme to generate as much engagement as it did, I am incredibly pleased with the results of my viral content marketing campaign.
Objectives (Measurable)
The following list of objectives was the list I created on April 3rd before I began posting my meme on various platforms:
- 80+ likes on Facebook
- 10+ comments on Facebook
- 30+ likes on Twitter
- 10+ Retweets on Twitter
- 100+ engagements on Twitter
- 100+ total views on Imgur
Imgur Meme
Twitter Webcard Tweet
When #bae has to leave but you don't want them to go. #NeverLetGo #NHsmc https://t.co/5IUqIRarfs
— Rachel Becker (@rachelebecks) April 8, 2017
Twitter Ads Engagement & Spend
Campaign Analysis
I was at first a bit displeased with the engagement rate of my meme. My first post was a Tweet on April 6th with copy that read “When #bae has to leave but you don’t want them to go. #NeverLetGo #NHsmc.” That tweet received only 1 like. At that point, my content on Imgur had not generated many views. My second post was my Twitter Webcard Tweet. I posted that on April 7th with the same copy as the previous Tweet, and it only received 3 likes, even though I spent $5 on a campaign for the Tweet. Again, my Imgur content was not receiving many views. My third post on April 8th was on Facebook, where my post received 5 likes in total, and I still only had a couple hundred views on Imgur. Finally, on April 9th, I posted my last Tweet. This Tweet had different copy than the other three posts, and this copy targeted the soccer community. I tweeted at an account called @SoccerGrlProbs, which is an account run by three recent college grads and college soccer players. This account is extremely well known in the soccer community, so I figured directing my tweet toward that account would generate some engagement because the actual meme is an image taken during a soccer game. I had no idea that my meme would generate as much engagement as it did. On April 10th, a day after I originally posted the Tweet, @SoccerGrlProbs retweeted my post, and my world blew up. Okay, my world didn’t blow up, but my Imgur views sure did.
Foul? What foul? @SoccerGrlProbs #NeverLetGo #NHsmc https://t.co/cKwyYb6Qfs
— Rachel Becker (@rachelebecks) April 9, 2017
My Imgur post went from 300 views to 700 views in less than an hour. Shortly after my tweet was retweeted, @SoccerGrlProbs cropped the image of the meme and posted the photo to their Instagram account, which has over 159k followers. The image received over 10.7k likes and 90 comments, and although my Imgur link was not included in the copy of the Instagram, the copy on the Instagram is my original copy from my tweet. Directing this meme toward the soccer community worked very well and I’m glad I decided to tag @Soccergrlprobs in my final post of this campaign. My Imgur post currently has over 1,200 views, and I am incredibly pleased with the success of this campaign.
Final Engagement Numbers
Imgur: 1,200 views (and counting)
Twitter: Likes- 84 / Retweets- 13
Facebook: Likes- 5
Instagram (@SoccerGrlProbs): Likes- 10.7k / Comments- 90