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Part 2: Campaign Analysis

Objective: For my marketing plan, I had two objectives the first was to reach over 550 views on Imgur, the second was to get high rates of engagement on Twitter such as impressions, likes, and retweets.

My plan to achieve this was to reach my target audience, being college students and young adults as I felt this humor would be relevant to them. I hoped to really resonate with this target audience as it was released during fall holidays such as Halloween and Thanksgiving. I thought that many people my age love to indulge — but also often feel conflicted because they know they have future trips coming up such as winter break and spring break. I tried to make this humorous and use the extreme of spring break — unfortunately my meme did not succeed very well and I did not meet my goals.

I think my success was not achieved because I incorrectly promoted my tweet. If I had done so and realized this in a timely matter I believe that  I would’ve gotten a much better outcome and reach my personal goals for this viral challenge. I am frustrated with this error that resulted in a disappointing outcome that resulted in a lack of engagement via Twitter and Imgur.

Additionally, the tweets I had sent out via Tweetdeck did not bring in enough impressions to help achieve my goals. If I had scheduled more tweets — I believe my goals would have been better achieved.

Attached are the following expected details as posted in the rubric.

I received: 148 impressions during the 28 day period & 329 views on Imgur at the time I wrote this post.

Here are the links required:

Imgur Post

Twitter WebCard

 

 

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Part 2: Campaign Analysis

dad fashion

Views: 1,282

Goal:

  • For this meme to be relatable to a large audience in the U.S.

Objective: 

  • Reach over 1,000 engagements (clicks on the Imgur URL) in one week

Tweet Webcard:

Twitter Ads Spend: $5.00

Twitter Ads Analytics: 

Tweet Activity Chart 1

Tweet Ad Analytics 2

Tweet Analytics Chart 3

 

  • Dates run: Nov 5-Nov 9
  • Results(Clicks):  128 link clicks
  • Result rate (link click rate): 4.6%
  • Cost per link click: $ 0.04

 

What Worked & What Didn’t Work in My Campaign:

 

I set my campaign to run over 5 days, with $1 being spent each day. To start, i choose to target the age demographic above 13, because I thought that only people over the age of 13 would find this meme relevant. Two days into my campaign, I looked at the analytics Twitter was giving back to me and made adjustments to my target on the ad platform from there. Some changes in targeting that I made to optimize my results were targeting more Android users (I noticed that most of my clicks were from Android devices) and refining my age range from 13-45, because I noticed that the majority of clicks were able to be narrowed down into that age group, therefore eliminating and narrowing the pool of users on Twitter that would see my Twitter ad, and aiming for a higher click through rate.

 

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Twitter Ads: Analysis

In this assignment, my objective was to to make a meme that would be humorous and relatable to my twitter followers. As a college student preparing to graduate, there are certain struggles my followers and I face that we have to laugh about in order to not lose our minds. I set up a meme following this concept and launched it first on Imgur, then as a twitter card.

Disapproving Dog

 

Using Twitter Ads, I set up a webcard to drive people to the link and I gave the campaign a five day run for $1.00 per day. I think I may have made a mistake when creating my webcard. Though I followed the video, I think I may have made an error when embedding the content because it shows a link that says “pic.twitter.com” instead of the Imgur link. I think I titled it with the Imgur link by mistake and made the screenshot that was supposed to be a thumbnail the actual image. Nonetheless, the campaign had 2,873 impressions with 483 engagements via twitter and 545 views on Imgur.

Twitter Ad

I learned the power of campaigning on Twitter through this assignment as the promoted views were thousands higher than the organic views for the webcard. On the highest effective day, day 5, the card received 100 organic impressions and 1820 promoted impressions. I understand more fully the difference between an impression and a click because there is a rate of 16.81% according to Twitter ads. It shows me the difference between who actually engaged and who just saw it, this could be a huge loss for advertisers who are striving to drive engagement as each impression costs money.

Webcard

 

 

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