Objectives
For my Viral Content Challenge, my objective was to achieve virality through the creation of my “When Your Uber Makes A Wrong Turn…” Bachelor meme by reaching the following goals:
a.) obtain 500 views of my meme on the Imgur homepage
b.) Gain a total of 20 favorites on my meme over the course of the seven day campaign (4/2-4/9)
c.) Gain over 1,000 impressions through the promotion of the meme on a Twitter web card
d.) Gain 5+ new followers as a result of promoting the campaign.
Results:
Imgur Views
I chose a unique image from the Bachelor that had not been used before in the Imgur community and gave it a creative tagline…. “When your Uber Makes a Wrong Turn… But You’re Trying Not To Backseat Drive Like…” The originality of the image combined with the selection of a popular company, Uber, helped my meme achieve a total of 4,789 views by the end of the campaign, thus meeting my first objective of 500+ views on Imgur.
Twitter Web Card
In addition to going viral on Imgur, I also wanted to achieve high engagement on Twitter through a promoted Twitter Webcard. After initially tweeting the meme out on the first day of the campaign, I scheduled the promoted tweet in the middle of the week from Tuesday to Thursday because I thought it would not be overshadowed by larger news stories (i.e. The Zuckerberg testimony, Syria) cutting it close to the weekend on Monday and Friday. This strategy worked out, as my Tweet received over 443 organic and 589 promoted impressions for a total of 1,032 impressions.
We've all had that driver before… @diggymoreland @uber #UberProblems #NHsmc
— Nicole Williams (@nicole28marie) April 9, 2018
Twitter Engagement
In terms of Twitter engagement, I did gain 7 new followers as a result of the promoted Twitter Web card and sticking my marketing plan goal of tweeting out the Imgur link 4 times on my own account and tagging @Uber and the Bachelor star of the meme @DiggyMoreland. Althought Diggy did not engage with my meme or follow me back, 2 of my new followers were Bachelor fans of his who follow him on Twitter. Unfortunately, I did not achieve my goal of 20 favorites, but I did receive a total of 3 retweets and 7 favorites on my Twitter web card and other tweets of my Imgur link.
One strategy that did not work well was posting the link to my meme on my personal Facebook page. I did not receive high engagement and increased my Imgur views by 22. The Twitter web card campaign had a high click through rate at 16.11%, thus allowing my meme to generate the views it needed to achieve virality on Imgur.