Repository
Linked Task Request
It can be found in the Utopian visibility whitelist
Introduction
My name is Ugochukwu Remigius Chigbata, a social media marketer and influencer. Through countless number of guidelines and insights by the Community Manager of the visibility category, I have been promoting open source projects across social and search engine platforms. So far, I am able to campaign about open source projects on Facebook, Twitter, Bing and Google.
Two months ago, I made a promotion of Kodi on Twitter in US, this time I chose a different geographical location to be Canada.
Kodi is a FOSS, a digital player and an entertainment centre.
- As a FOSS, it is built with C++, Python and JavaScript, with 88 repos, 80 members, thousands of commits and a forum consisting different people across the globe contributing to its development.
- As a digital player, it plays media file of almost anything: music, photos, movies and especially TV Shows.
- As an entertainment centre, Kodi has many add-ons of beautiful skins, displays the Weather forecasts and plays Radio channels. With bigger amazing features, Kodi is available on all devices and operating systems, be it Android, IOS, Windows, MacOS etc. Kodi is the killer weapon of Smart TV. The best way to discover more about Kodi is to try it out yourself.
Campaign Strategy
I chose my target location to be Twitter users in Canada, with the age ranging from 13 to 54, both male and female. As it relates to Kodi, my interests, TV shows and platforms were:
24 Interests
· Events (1): Entertainment awards
· Hobbies and interests (1): Photography
· Movies and television (16): Action and adventure, Animation, Bollywood, Business and news, Comedy, Documentary, Drama, Foreign, Horror, Independent, Movie news and general info, Music, Reality TV, Romance, Sci-fi and fantasy, Sports themed
· Music and radio (6): Blues, Electronic, Hip hop and rap, Jazz, Music news and general info, Talk radio
18 TV shows
13 Reasons Why (Netflix) · 3% (Netflix) · A Series of Unfortunate Events (Netflix) · A.I.C.O. Incarnation (Netflix) · Anne with an E (Netflix) · Bad Guys: Vile City (Netflix) · Bill Nye Saves the World (Netflix) · Chasing Cameron (Netflix) · Children of the Whales (Netflix) · Collateral (Netflix) · Fuller House (Netflix) · GLOW (Netflix) · Girls Incarcerated (Netflix) · Jessica Jones (Netflix) · Requiem (Netflix) · Tabula Rasa (Netflix) · The Crown (Netflix) · The World's Most Extraordinary Homes (Netflix)
4 Platforms
Android · Desktop and laptop computers · Mobile web on other devices · iOS
Bidding strategy
I made a total budget of $10 to spend $5 per day for the campaign. I got engaged on 20/07/2018.
I have a way of playing with my biddings. On the first day, I bade $0.01 for CPC. I got 986 reach with 63clicks. To make some observations, I increased the bid to $0.02 CPC on the second day, the result was four times the initial reach and clicks.
Two days later, I lowered the bid again to $0.01 CPC and got 7,332 reach with 649clicks, with $8.02 spent from my total budget. Towards midday of the fourth day, I increased the budget to $15. On the fifth and last day, I got an astonishing result of 12589 reach with 1346 link clicks, $14.93 total spending and 10.69% CTR. It was a 5 day campaign between 20th to 25th July, 2018.
Ad message
Using a combination of Kodi images and a visible call-in-action, I made an easily understandable ad copy, being displayed to my audience as this:
Campaign Content
Link to the campaign tweet here
The report of the campaign is found here
Campaign Results and Summary
| Activity | Result |
|---|---|
| Reach | 12589 |
| Link clicks | 1346 |
| Spend | $14.93 |
| CPC | $0.01 |
| CTR | 10.69% |
Summary and Conclusion
Advertisement of any kind on social media deals with the relationship between the audience and the product to be marketed. Somewhere in the middle is a need for utilization. You feel this gap by first targeting the right audience who would want to use the project.
What I Learned
- When advertising Kodi on Twitter, targeting iOS users have higher CPC, so you wouldn't want to waste your bill advertising what wouldn't get more clicks. My campaign's ad message was good, but you can be audience specific. Offer them an alternative by creating the message like “Get the best experience in all your drama, TV shows... No ads, no expense, Download now!”. That way, your targets would see the need to click your ad more, as it offers great features with free installation.
- My targeted audience looks good, but it could be improved if the interests were crossed with any other variables, like interests in streaming and torrent.
- For budgeting and bidding optimization, always check on your campaign when advertising Kodi. Do not focus more on the results. I made a mistake in increasing my budget on the final day of the campaign without checking on it. The result I got were additional over 5000 reach with 500+ link clicks and a
~$5 tops in a day break. This could have looked better if it's been checked on, probably by constant checking or using campaign start and end date and time.
