4. The organization believes TikTok will be a crucial platform moving forward. As we did not cover actual video creation in this course, you will not be required to create the actual TikTok videos. Based on the topics discussed in class as they relate to social media content and planning, your group is to create a TikTok video concept and storyboard for each audience. Bonus marks if you create and submit the video!
Your group is to create a concept and storyboard for a TikTok video for each of the audiences. Listed below are the details. This includes a storyboard and outline of the videos – 4 bonus marks if you create the videos.
For each post, please outline your planning criteria and justify your goal, reasoning, and key elements. Don’t forget to include the destination for each post and your reasoning and goals for each. (10 X 2 = 20 marks) + 4 Bonus for submitting videos
- Revised Audience “A”
• A TikTok video showcasing the excitement of the basketball championship and the journey to winning the trophy and prize.
Planning Criteria: Our thought process while planning this Instagram post was how can we highlight a TikTok post that surrounds the excitement of a basketball championship while triggering an emotion in our audience to get them further invested and speak to both the youth and their parents. This TikTok is how. We definitely wanted to include an emotion because triggering an emotion within the viewer makes a more lasting impression – this is known because “visuals cause a faster and stronger reaction than words. They help users engage with the content, and such emotional reactions influence information retention.” ((Briscoe, W9 – C – Importance of Visuals (W25).pdf, Slide 14). We wanted to include the Whirlpool sponsorship and highlight our basketball tournament as well. To avoid any confusion, we ensured to put the main details they must know in order to see if they are eligible – must be ages 10-14 and live in Detroit, MI.
Goals: This will help us meet many of our goals. It will help us showcase Derrick Coleman’s commitment to community upliftment using basketball by highlighting the meaning behind the campaign and incorporating emotional triggers that spark happiness and excitement. It will help us generate widespread awareness for Derrick Colemans initiative and the partnership with Whirlpool by highlighting the joys and community aspect that goes into basketball – also with the Whirlpool sets being highlighted at the end of the TikTok and in the copy.
Reasoning: We wanted to create a TikTok that showcases the sport of basketball as it is one of the main components in our initiative. Unlike our other TikTok post – this one will trigger happiness, excitement and intrigue our viewers to want to know more like, how can they win a free washer and dryer by simply playing basketball? It speaks directly to our target audience and highlights a key aspect that would grab their attention right away – basketball and being a hero! Furthermore, we used people their age so it would resonate with them better and so they know the tournament is for people around their age. We did this in hopes they will run to their parents and say “Mom, Dad! LOOK AT THIS!” The excitement on their faces will be irresistible. It also highlights the aspect where they get to be the hero for their family, something kids dream about. On the other end of it, it speaks to the parents as well by highlighting the benefit that they would receive by signing their child up to play in the tournament – a free washer and dryer! “Your social media audience isn’t dying to find out what your company is up to… They want to know what’s in it for them. That’s why you should always write from the reader’s perspective. Make them the hero.” (Briscoe, W12 – D – Writing For Social Media In 2025.pdf, Slide 47) . As they are 10-14 year olds, it is crucial that their parents give consent for this tournament, so their parents are most likely the ones who will be filling out our sign-up form, so it was important our TikTok appealed to them as well. Lastly, this highlights the community involvement and shows this is more than just a basketball tournament – it is about the kids, their families and how we want to give back to our local community!
Key Elements:
-Youth Appeal (speaks directly to our target audience)
-Platform fit: short-form storytelling with a popular storytelling “trend” on TikTok (POV)
-Slow motion highlighting the final winning shot of the round
-Speaks to the parents as well highlighting the free washer and dryer
-Local community appeal
Destination: As we are focusing on audience A, our call to action is “Help us help you and be the next Hoop Hero” followed by “Sign Up Now” this post will direct our audience to our landing page sign up form.
b. Revised Audience “B”
• A TikTok video telling a heartfelt story of impact, focusing on how the event is about giving back to families in need through Whirlpool’s sponsorship.
AI struggled a little bit with the generation of the images so there was not enough room to include our caption which will be “Click the link & Join the Movement #hoopheroescharitytournament”.
Planning Criteria: Laundry is more than a chore, it’s the way mothers make a house a home. It’s a sign of love, care and sacrifice. All community leaders are aware that some families may lack basic-necessities. Unable to afford expensive household items and/ or the luxury of allowing their kids to be a part of an athletic sports league – this charity tournament simultaneously links both together and gives those families a chance at a fresh start.
Goals: This Tik Tok will help us meet three of our goals. It generates widespread awareness by connecting with other local community advocates and promoting the initiative through social media which gives us a wider reach to spread our message through-out social platforms. It connects emotionally with the audience, making more consumers invested in our initiative and highlights Whirlpool’s contribution authentically. This put meaning behind Whirlpool’s sponsorship and demonstrates how Whirlpools contribution was given solely for the purpose of giving back to the community and helping families in need. This will further help eliminate any negative conspiracy surrounding the brand, with audience members potentially thinking they just did it for PR. By showcasing the meaning behind this tournament with such a raw and meaningful video it will spark conversation surrounding sports and encourage community engagement. It will help increase visibility on social media platforms by creating shareable, compelling content and encourage user generated content and social sharing by ensuring that families and local communities become apart of the story telling.
Reasoning: By involving the children and showcasing their raw emotions it pulls on their heart strings and triggers a strong emotion. This might trigger different types of emotions for different people but overall, it will most likely evoke empathy, and sympathy. “If your readers feel it, they’ll share it” (Briscoe, What Makes a Shareable visual Content (W25).pdf, Slide 2). Furthermore, community leaders and advocates often feel driven by something that triggers a sense of dignity and support. With that being said, they are more likely to want to support our initiative as to them it will be seen as uplifting and fulfilling.
Our strategy for this Tik Tok post is to resonate with audience B and motivate them to share our content by highlighting giving back to their local community and using an emotional appeal. With this post, beyond highlighting the emotional appeal of our charity tournament, we will showcase our sponsorship with Whirlpool and how we are supporting families in need. By creating a heartfelt, empathetic video showcasing the impact this can have on our local community, this will tempt other local advocates and community leaders to repost and hopefully join the movement. Whether this leads to shares, word-of-mouth, discussions or more sponsors it is beneficial to the campaign. Emotion also creates word-of-mouth and advocacy. Creating a campaign with an emotional appeal is far more memorable than a rationale or simply promotional ad.
Key elements:
- Emotional appeal to get our viewers invested
- Real – raw stories from children to invoke support from community members
- Sentimal way to increase awareness for our tournament
- Whirlpool logo and Hoop Heroes brand placement for subtle reinforcement
- Puts true meaning behind our initiative and seems less for PR
Destination: The CTA on this post leads directly to the sponsors page as this post is directed at audience B – our main goal is to get them to attend, share, and offer their community leader resources in any way they can.
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