Objective
The objectives of this marketing campaign were to reach three retweets on Twitter, reach 50 likes on Instagram, reach 500 views on Imgur and to create at least four social media posts to promote the meme. My meme depicts a version of the viral “Me Explaining to my Mom” meme. In one photo, the meme shows a daughter passionately and intensely trying to express something to her mother. In the second photo, the meme shows her mother’s confused and slightly overwhelmed reaction. Here is another example of a “Me Explaining to my Mom” meme:
My version of the “Explaining to my Mom Meme” calls out the vegan community for constantly reiterating their values to everyone, this time to the animals in the park. The animals, like everyone else, don’t care about what the vegan has to say.
Imgur Meme
While I did not succeed in reaching more than three retweets on Twitter (likely do to my extremely low number of Twitter followers) and decided against sharing the meme on my person Instagram feed (and instead directed my Instagram followers to Imgur via my story), I did reach surpass the 500 view Imgur minimum and created four promotional social media posts.
Analysis
My final engagement number was 706, which exceeded all my expectations. I found that while my Instagram and Snapchat stories were more aesthetically pleasing and would presumably be more eye-catching, the sharing of my meme in private Facebook groups proved most effective. I imagine this is due in part to the fact that the meme is “previewed” on Facebook; some of the meme is visible, but requires a click-through to Imgur to see the entire photo. This element definitely helps to pique one’s interest in the meme. Additionally, I am more selective about my Facebook friends and the interactions I have on Facebook feel more personal than those on Instagram, so when I requested that my “friends” click through to Imgur, they were more willing to participate than the community in which I engage on Instagram.
Overall, the meme marketing plan was a success. It became evident to me that thorough promotional planning can result in higher engagement than social media posts that are posted on one platform and never again promoted or shared.