Part 2: Campaign Analysis
Objective
The objective of this content campaign was to exceed the expected 500 views on Imgur and to garner 20 retweets and 40 likes on Twitter in addition to that.
Meme
Twitter Webcard Tweet
https://cards.twitter.com/cards/18ce541xz7x/405tj
every senior understands… https://t.co/w0sHOlzRJs
— Christy Fox (@christyecf) April 6, 2017
Twitter Ad Engagement and Spend
Analysis
The campaign far exceeded the primary objective set forward. With the goal of 500 views on Imgur, the final view count more than tripled that expectation with 1,743 views. I would attribute most of this success to content promoted through the Webcard on Twitter Ads. Through that platform alone, the tweet received nearly 730 impressions for a total $5 spend. Success can also be attributed to my utilization of my native followings on my personal pages on platforms like Facebook. The existing audience I have within these platforms are already highly saturated with my target group, particularly college seniors to whom the meme was relatable.
The campaign fell short with the second metric objective put forth. While I knew that 20 retweets and 40 likes on Twitter was a lofty goal to set, I do believe there were actions I could have taken in order to better achieve this goal. The tweets with the Imgur link embedded received just two retweets and nine likes, falling clearly short of the original goal. This can be attributed to the fact that I posted the content as an Imgur link. While doing this helped facilitate Imgur views, which was the primary objective, it likely had a negative impact on natural Twitter engagement. When a user clicks out of a platform to view content, they would have to be particularly compelled by the content to take the initiative to go back into twitter, find the tweet, and engage with it through liking and retweeting. Had I posted the meme as an image post within Twitter, making it so that the Twitter did not have to leave the original platform experience, I believe these numbers would have been higher. Overall, the meme received high exposure given my Twitter follower count, limited ad spend, and short time period.
I really enjoyed this meme because it is very relatable to someone who is a senior and currently experiencing senioritis. I believe it received more views than you originally had expected since it was such a relatable and comical meme, especially for the audience of a classroom full of mainly seniors. I think you had a realistic goal set forth and although the meme did not reach the amount of retweets and likes you had hoped, the campaign still seemed extremely successful.
This meme is hilarious!! Princess Diaries was definitely our Disney Channel generation and referring to it for an audience of college students gives a great sense of resonation. I like how creative you were in showing the change of mindset students experience from our first year to our last year. I also feel that this kind of meme will be timeless because every year, there is a new senior class who would likely share this meme towards the end of the year; it is a feeling that is always relevant so it can be used over and over again.