The objective of this social media campaign, as stated in the marketing plan, was to poke fun at the candidates for the 2016 Presidential race and capitalize on search traffic looking for that type of content.
Current Presidential mood #Trump2016 #Cruz2016 #Hillary2016 #Bernie2016 https://t.co/HWGT0MJI4p
— Josh Schoch (@JoshSchoch) April 6, 2016
The content itself could only fit the faces of the top four presidential candidates, leaving John Kasich out.
The original Twitter web card made more impressions and had more engagements than any of my other tweets in class, reaching one of my goals.
CAMPAIGN RESULTS
Over 70 percent of the impressions came from Twitter promotion, although those impressions did not necessarily lead to engagement. While Twitter was able to make more people see the web card, I was more successful in getting engagements because those impressions that I made most likely know me and are more interested in the content I produce. This is probably why I generated 19 link clicks in 319 impressions, while the campaign only generated nine link clicks in 778 impressions.
Between the Twitter card engagement and the Imgur views (see below screenshot), the campaign had a total of 1,911 engagements, which I consider to be a very successful campaign.
CAMPAIGN ANALYSIS
As you can see from the above campaign analytics, the tweet engagement rate of the campaign was a mere 3.34 percent. The campaign was very concentrated in a short period of time and ended quickly, but was able to generate 778 impressions in less than one day. If this campaign had been run for a longer period of time at the same level of promotion, it could have been very successful.
However, despite a lack of engagements on Twitter, the content itself generated a lot of traffic on Imgur, reaching over 1,800 views.
While the card received 51 views the day the web card was posted (April 6) and 66 views from April 8 to April 11, the vast majority of views came on April 7. The reason over 1,700 views came on April 7 is because that was the day I shared the post with the Imgur community. Once I used the Imgur platform to share the content as well, I generated much more traffic and viewer engagement. However, obviously many of the people who saw the content did not like it, as it received 25 down votes compared to just 17 up votes.