#MaketheChange is a movement that aspires to inspire others to make subtle changes in their diet and lifestyle choices that reduce their risk of becoming obese and dealing with subsequent health issues.
I used several tweets with different copy and photos in addition to my promoted Twitter web card, seen below:
Additional, unpromoted tweets include:
No #weightlossjourney is complete with a good sweat. Did you #makethechange to #workout today? Get active! #NHsmc pic.twitter.com/q7I3Bf1GdR
— Chantel Carter (@ChantelCarterPR) April 10, 2016
#DidYouknow that you don't have to go to the #gym to #workout? Get outside! #nhsmc #makethechange pic.twitter.com/Fntr5DS1yg
— Chantel Carter (@ChantelCarterPR) April 7, 2016
Good in, good out. How are you fueling your #body? #MaketheChange to eat healthier and fight #obesity! #NHsmc | https://t.co/PG7pfUHVqS
— Chantel Carter (@ChantelCarterPR) April 6, 2016
These unpromoted tweets received ample impressions and engagement along with the promoted web card.
The objective of my campaign was to raise awareness on the issue of obesity and to encourage audiences to strive to maintain a balanced, health diet and become physically active as ways to combat obesity. The quantifiable goals of my campaign were to garner at least 100 impressions on all of my posts related to the campaign and to garner at least 15 engagements on at least two posts related to my campaign.
I targeted online fitness communities that have a specific focus in losing weight and promoted my content to those commits by making strategic use of relevant hashtags. Additionally, I expanded my campaign’s reach from beyond the United States in to Europe and Canada.
I spent 75 cents daily with a total $5 spend limit, and garnered over 10,000 impressions and 79 engagements over the course of six days. Analytics noted that I tended to get the most engagement on my promoted web card from 6 a.m. to 8 a.m. on most days. I’m not sure as to why that happened but I suspect it has something to do with the 75 cent budget resetting around those times.
Promoted web card analytics:
I also noticed that although my unpromoted tweets did not always surpass the 15 engagement minimum, they were more likely to receive engagement than my other posts because they had media to engage with instead of just plain text to read. I tested this theory with other tweets unrelated campaign and found this to be ultimately true – audiences tend to engage with tweets with media (videos, photos) more than just plain text tweets. This is a valuable takeaway for me as I continue to create an online brand and voice that generates content and conversations that are worth engaging with.