views are only important if that's your objective

A few days ago, I came across a LinkedIn post where employees of a bus company were congratulating themselves on the success of a digital campaign.

Nothing wrong with that, I hear you say, we all deserve a little pat on the back from our peers to celebrate a job well done.

However, I delved a bit deeper to see what the campaign was trying to achieve and the figures they were using as a success metric. 

The campaign was aimed at a particular audience group and was essentially asking them to enter a competition (by posting a pic and using the hashtag*) to win a hefty cash prize.

Now, if that were my campaign, I'd be judging success on how many people the work had convinced to enter the competition 

But unsurprisingly, there was no mention of those numbers, but there was, however, a big shout about how many views the campaign had received. Now, views are a great thing to shout about if that's your objective, but in this case, they weren't. Competition entries were.

It wasn't a brand campaign; it was a product campaign.

So, is success a million views on Instagram coupled with 1000 entries or 100,000 views on Instagram and 2000 entries?

There is only one correct answer.

*single figures