Ogozalek Viral Content Challenge Analysis

Posted on by Samuel Ogozalek

Objective

  • Original objective: Get just about or more than 500 views for my meme on Imgur, get more than 1,000 impressions for my Twitter ad campaign within a few hours (six to 12 hours, to be exact), get a 15 percent link click rate for my Twitter ad campaign
  • Analysis: Of the objectives detailed in my viral content challenge marketing plan, I was moderately successful. Again, my goal was to create a 12-hour Twitter ad blast on deadline Nov. 12, 2018, mirroring GoFundMe campaigns and other quick fundraising drives, to successfully promote my meme. I reached my goal of more than 1,000 impressions via Twitter, but did not get 500 views on my Imgur meme. I only received just over 400. Still, for the short amount of time on deadline, I was relatively happy with the Imgur views. In my marketing plan, I also set an ambitious 15 percent click rate goal. I received just over 10 percent click rate, which did not meet that objective.

Meme

  • The above HTML code for the meme does not include views.

  • This above screenshot of my meme on Imgur, uploaded to Imgur, shows the views on Nov. 12, 2018.

Tweet

  • The above tweet, published Nov. 5, 2018, was detailed in my marketing plan as one of the ways to promote my ad blast Nov. 12, 2018.

Engagement, Spend

  • The two above Nov. 12, 2018 screenshots detail impressions, spend, link clicks and link click rate.

Analysis

  • Overall, I have to say that, with a few more additional promotional tweets before the launch of my campaign Nov. 12, 2018, advertising the event, I would have been more successful in completing my objectives. I also should have used two or three more tweets with images in them at about 3 p.m. Nov. 12, 2018. I used the card to promote the campaign, but then mostly stuck to simple text in the tweets before deadline, attempting to play up an older, more traditional angle, using sillier expressions such as, “You won’t believe what happened next.” Midway through the campaign Nov. 12, 2018, I used the Twitter program to analyze what demographics my meme was reaching, and edited and updated the campaign to reflect that: I focused on iOS users and younger, college-aged women. I was very happy with that ability to adapt, and soon after making those changes, my campaign maxed out at $5. I believe that I did not reach my 500 Imgur views mark for a few reasons: I should have promoted the event more, I should have promoted the campaign over other social media platforms including Pinterest and Instagram, and I should have used a few more images in my tweets at about 3 p.m. But, regardless, I am heavily involved in discussions about capital fundraising efforts, marketing plans and media organization branding as part of my full-time job in Syracuse, so this assignment was fun and helped me think of new ways to promote content, goals and projects in a short amount of time. While I could have spent a few weeks promoting my meme via Twitter, I chose a 12-hour campaign — I thought that would be a good way to get some practical, first-hand experience, under pressure, that I could apply to other non-SU projects, in the future.

Metrics

  • Imgur views: 401
  • Twitter ad impressions: 1,033
  • Twitter link clicks: 107
  • Campaign: Roughly 12 hours on Nov. 12, 2018 before assignment deadline. Brief word of mouth exchanges prior to Nov. 12, 2018 detailing and promoting the meme, one promotional tweet scheduled Nov. 5, 2018.

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