Otto the Orange: Viral Challenge Analysis

Objectives

  • Collect 500 views of the photo on Imgur
  • Generate 750 impressions on the promotional tweets
  • Gain 4 followers during the duration of the campaign

Imgur meme

For all the college students out there

Twitter Webcard Tweet

Twitter Ads Engagement and spending

I spent $5 on the ad, and chose to promote it from 7:00 p.m. until 11:59 p.m. More information about my ad engagement and strategy can be found below in the campaign analysis section.

View post on imgur.com

Campaign Analysis

My social media campaign was ultimately successful in the sense that I accomplished the three objectives I set out for. When first envisioning the plan, I wanted something that was both fresh and relatable and the final meme that I chose for the campaign captured that. The emphasis in creating it was on college and Syracuse, and of course making a meme that was not already in circulation.

The first thing I did when uploading the meme to Imgur was add the popular hashtags #College , #School , and #Memes. This alone put me over 100 views within the first few hours on the site, without even promoting it on Twitter yet. Seeing the success of drawing in the surrounding community for the meme, I continued this effort in my first tweet to promote the meme. The Imgur title was “For all the college students out there.” With this title displaying at the bottom of the tweet, I wrote in the actual tweet “It’s that time of the year #NHsmc #college.” This was an attempt to both create engagement based on relatability, while giving a teaser to click the link rather than seeing the whole meme without clicking. The tweet generated 145 impressions but only 7 link clicks. This could be because the tweet was crowded with hashtags between the ones from Imgur and the ones from the tweet itself. I knew I had to improve on both the timing and wording of the tweet.

Since I thought the hashtags may have crowded the first tweet, I tried getting rid of the “clutter” in my next promotional tweet of the meme. I tweeted the link to the meme on Imgur, with the Twitter caption “For all your meme needs.” This was a more casual approach to the link with the mindset that people may interact more if they view it with a simple caption. The hashtags from the Imgur website were still there, but none were used in the actual tweet. It ended up with 148 impressions, 13 link clicks, and 2 likes. While the number of link clicks still was not great, it was an improvement from the first tweet, especially considering the link had already been tweeted earlier from my account. I also think the slightly earlier time of the post (6:35 p.m.) helped drive some of the traffic.

The next promotional tweet I used was the paid Twitter webcard. At this point, I named the webcard “I feel you Otto, I feel you.” I felt like this was more enticing for people to click on rather than just mentioning college students. For the tweet, I used the same caption as the webcard title title, and included the original hashtags (#College and #NHsmc) in the tweet. This was to pull in our class community as well as the community around college, since I knew I would be getting some more engagement from the Twitter ad.

Looking back at my previous tweets, I chose to send out the webcard at 7:00 pm, and have my $5 ad go until 11:59 p.m. This was chosen in order to drive traffic to the tweet all in a short amount of time, rather than spreading out the ad across multiple days. The results were great for the webcard, as it totaled 708 impressions, 60 link clicks, and 3 likes. From just the promotional side, 414 of the impressions and 30 of the link clicks were from the Twitter ad. This is a great improvement from the previous two tweets. While I expected a spike in engagement on the promoted webcard, I was surprised by the increased amount of organic engagement on the tweet as well. It generated 294 organic impressions, 30 organic link clicks, and 3 organic likes. This is possibly due to the wording of the tweet, time it was sent, and the ease of using the webcard.

After the success of my promoted tweet, I shared my post to the community on Imgur, which quickly spiked my number of views on the image. It went from just over 200 views, to 504 views by the end of the night. This tool worked extremely well in terms of exposure, because the Imgur community not only viewed it, but also replied with two comments. This may have been my most important move in the campaign.

In my final tweet, I used a different method than the previous ones, and that was by quote tweeting my webcard. Since the webcard tweet was already popular, I decided that the best way to add buzz was to try to generate even more success off of the last tweet. This was the one tweet in the campaign that fared the worst, with only three engagements. In my original marketing plan, I planned on tweeting the link along with a related gif. During the campaign, I adjusted based on what I thought would be more popular. This decision backfired, as I’m sure a tweet with the link and a gif would have gotten far more than three engagements.  However, I was glad to see that I was successful overall in the scope of promoting the meme through Twitter.

Final Engagement

The meme got 573 views on Imgur, exceeding my objective of 500 views.

The tweets to promote the image totaled 1,004 engagements, exceeding my objective of 750 totaled engagements.

I gained four new followers during the duration of the campaign, which matched my initial objective.

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