Objective
To create a viral campaign that garners over 500 views on Imgur. To maintain engagement over the period of the campaign with 5 retweets a day. Also to create daily unique conversations with users surrounding race relations.
Meme
Twitter Webcard Tweet
When a meme becomes too true, but funny #NHsmc #GetOut https://t.co/5nCx3XB5Bc
— Malik Evans (@MalikEvans_) April 8, 2017
Engagement and Spend
Analysis
Overall, the campaign met one of my campaign objectives of garnering over 500 views. Tweets had its highest engagement when I used relevant hashtags on Twitter. When the Meme was a part of conversations that others were discussing it received its highest engagements and impressions. I was able to incorporate the meme in conversations such as #TuesdayMotivation #Pepsi #KendallJenner. For instance, the Kendall Jenner fiasco was relevant to the meme because she showed how influential and prominent white privilege is in society, and the affect it can have on inferior identities. The meme encapsulated this idea, and elaborated on race relations as shown in the movie Get out.
On the other hand, when I aimed to provoke conversations surrounding the meme, it did not perform well. Proposing questions and other blanketed statements about the meme did not resonate with target audiences. People did not respond to questions such as, “What is everyone’s take on the ‘Sunken Place’?” This may because of the unfamiliarity with what the “Sunken Place” actually is or whether individuals who saw the Get Out were not seeing these tweets. Here, it would have been beneficial to hashtag Get Out in order to incorporate their viewers into the conversation.
Overall, the campaign performed well and met one of the campaign objectives garnering over 500 views on Imgur. The campaign also had 34 tweet engagements throughout the campaign flight.