Olivia Johnson

10/17/19

CAMPAIGN ANALYSIS

Marketing campaign objective:

• The objective of this marketing campaign was to test different variables of a meme on social media (Imgur as the priority platform) in order to figure out what makes content most likely to go viral and receive high numbers of views/engagement. The variables tested included the actual content of the meme (the picture, the joke, etc.) as well as the times posted, the hashtags posted with it, and the accessibility to link/picture.

Objective(s) (measurable)

• The objectives were measured through numbers relating to viral engagement of the Imgur URL, as well as individual engagements on the various platforms.
  • Views on Imgur = 500+
  • Likes on Imgur = 100+
  • Likes on twitter = 10+

Background:

The picture I used to represent my meme is a picture of a girl who is clearly crying and trying to explain something to someone, paired with a small woman sitting on the couch looking confused/overwhelmed. This picture has gone viral many times. I have mainly seen it on Twitter, paired with different variations of the crying girl captioned “me explaining to ____,” and then the picture of the woman on the couch usually being “my mom.” The meme is usually used to represent a scenario in which a kid is over-emotionally explaining something (of little significance) to their parent.

Examples:

My Meme + Link:

https://imgur.com/a/QMvEpCs

Analysis of Campaign

• My meme – “Leaving your dogs for college” – successfully surpassed 500 likes on Imgur. 
• I posted the meme twice on Imgur:
  • The first post was on November 3rd, around 5:30 pm. I used the following hashtags: “dog,” “dogs,” “sad,” “college,” and “leave me alone.
  • The second post was on November 6th, in the middle of the afternoon. I used the following hashtags: “funny,” “memes,” “dog,” “animals,” and “lol.” 
    • The first post gained the most views/impressions. There were:
      • 1,342 views
      • 53 points
      • 1 comment
    • The second post had:
      • 1,113 views
      • 22 points
      • 1 comment
  • I believe the time and hashtags had to do with the success of the first meme posting over the second. For one, Sunday evenings are less busy for people than on Wednesday afternoons. More people have time to go on Imgur on Sunday evenings than they do in the middle of the work/school day. Additionally, I used hashtags in the first posting that related more to the content of the meme. Although the hashtags used in the second post (lol, meme, etc.) are more generic and more popular, I believe that the first post received more interactions because people who search the more specific hashtags (dogs, dog, college, sad)  are likely expecting content similar to what is in my meme. They want to see things relating to what they searched, therefore they are more likely to “like” or view those relatable memes.
• Lastly, the meme received only two likes on Twitter, which is less than my objective goal. I believe it was because it was paired with the Imgur link; therefore it looked as though I copied it from someone else. I believe that if it had been an individual tweet with no link that it would’ve received more likes. However, the link I put on Twitter was for my first posting, which could be another reason why the first posting received more views than the second posting.