Marketing Plan Objectives:

• Receive more than 1,000 views on Imgur
• Receive at least 100 impressions on tweets posted promoting the meme

Imgur Link:

Twitter Webcard Tweets:

when you have 17 internship applications due in one night

— Catherine Leffert (@ccleffert) November 11, 2018

me rn

— Catherine Leffert (@ccleffert) November 7, 2018

Twitter Ads Engagement and Spend:

Campaign Analysis:

What worked

• After I began my Twitter ad campaign, I would look at my audience each day and adjust my targets on my campaign to better reach out to those viewers, who were not divided primarily by gender, but by language (English), age (between 13 and 30) and devices (iOS devices).
• By luck, I think someone with a lot of followers tweeted a link to my Imgur image on Sunday, because I received 800 views overnight on Sunday, Nov. 11.
• My tweet that got the most engagement had the shortest caption, “me rn” and was posted at 2 p.m., which was surprising to me because I primarily look at Twitter in the late evening and expected most of my followers to do the same.
• Making sure on the campaign that only some of the $5 was spent each day of my 5 day campaign was smart, because I was able to make a little bit of money go a long way.

What didn’t work

• One major regret I have from my Twitter Ad campaign is that I made it an “Awareness” campaign instead of a “Website clicks or conversions” campaign, which would’ve potentially helped improve the amount of views on my actual Imgur link, as opposed to impressions on my Tweet. There’s no way to change this feature on Twitter Ads once the campaign has begun, which was frustrating.
• Using the Imgur “post” link was less successful than using the Imgur “image link,” but I’m not sure if that’s because people didn’t like my title or if it was more difficult to find. Either way, my Imgur post only got 462 views, 7 upvotes and 2 comments. However, my image got 1,484 views. Not completely sure why that is.
• I think I also should’ve used different tags on my meme. I would’ve used dankmeme as one of my tags, if I could do it differently, though only five tags are allowed.

Overall analysis

• I was happy with my overall views, though it didn’t achieve MAJOR virality, it did get double the minimum “viral” quota of views. I thought my Twitter ad campaign could’ve done better and honestly, I think some force beyond me was responsible for my virality, like someone with more followers tweeted a link to my image.

Final Engagement:

1,484 (Total Imgur views) + 1,789 (Total Twitter impressions) = 3,273 views over Imgur and Twitter