Campaign Evaluation
To determine the success of Talking Bull overall, one must analyse whether the objectives were met.
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The first objective to acquire 15 unique readers of the blog was met throughout the first two to three weeks of the project. However, as shown above, these users tapered off later in the campaign meaning the objective was not met as the users were not sustained for the specified time limit. This decrease in users could have been caused by shorter articles, as the content was changed mid-way through the campaign due to low session durations.
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Objective two was met, as the average session duration at the end of the campaign was 50 seconds, which is almost double the objective time! However, as mentioned earlier, the content size was reduced as the initial session duration was significantly lower, so I believed the users preferred shorter content.
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The third objective was met comfortably, as, by the end of the campaign, there were 112 Instagram followers and 11 Twitter followers, which exceeds the 100 target across both platforms combined. Noticeably, Instagram performed significantly better than Twitter, which could be shown by the Mintel (2019b) data, mentioned earlier, which indicates that Instagram (72% & 43%) was used more by 16-24 and 25-34, significantly more than Twitter (35% & 31%). In hindsight, if I were to rerun this project, I would modify the action plan and objectives to operate an Instagram campaign solely.
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The fourth and final objective, to receive 20 unique session conversions from Twitter and Instagram was not met, as, by the end of the campaign, there had been three referrals from each. This lack of conversions could have been caused by the content not being engaging enough on these platforms. However, it is surprising to see Twitter tied with Instagram despite having a significantly lower follower count.
As with any campaign, there is, of course, limitations. The main limitation for Talking Bull was having such a small window of relevancy for the content. However, as mentioned earlier, with the form of players being so important in sports betting this small window of opportunity is required due to other Professional Darts Corporation events taking place in the days prior to most Premier League of Darts events (PDC, 2019). Therefore, if the content was published any sooner than the day of the event, the data and statistics mentioned throughout the blog post could be invalid and outdated. Also to coincide with this, the content subsequently becomes obsolete only hours after posting as the event has then taken place.
