Look Mom, I Went Viral!

Posted on by Rachel Hipschman

Goal

My overall goal of my campaign was to bring awareness to my meme.

Objectives 

My objectives were to break 100 views and push for a maximum of 500 views or more. I also wanted to try and have 25 people engage with my tweet.

Meme

My created meme can be found here.

Twitter Webcard

In addition to collecting organic views on the imgur platform itself, I also pushed my content on Twitter though a paid ad campaign. My promoted tweet can be seen below.

Twitter Ads Spend

By putting just $5 behind my tweet I was able to generate 1,155 promoted impressions (1,628 total impressions). My Twitter ad dashboard for this campaign can be found here.

Final Engagement Number & Analysis

At the end of my campaign my meme generated a total of 518 views on imgur, breaking into the viral content category. I noticed that a majority of these views happened at the very beginning of my campaign. Shortly after I posted the meme on imgur it started getting attention. By sharing with the community and using key tags, I think this meme was able to make its way to a community that personally related to it.

While organic interaction on imgur superseded my expectations, my online Twitter promotion of the meme was a bit underwhelming. While my tweet generated 1,155 impressions, it only generated 11 clicks on the link (7 promoted 4 organic). It’s easy to see a meme, stop and chuckle, and then keep on scrolling. The fact that our assignment required actual clicks on the link required an extra step for twitter users. I think that is why there was such a low rate of engagement with the link through my promoted tweet. I also did not meet my goal of generating 25 engagements as I defined engagements (likes, retweets and comments), but I did reach 24 engagements in how Twitter defines engagements (detail expands, link clicks and likes). While I didn’t reach my personal goal of engagement, my tweet was still engaged with, just in a different way.

Overall, I’m really surprised that my meme did so well. I think part of its success was its connection to an audience (college students) who are very online savvy and who can relate to this content during this time of year when worry towards your GPA starts to become a real issue.

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