- Please create two tweets (For X) based on the Facebook posts in question #2.
Tweet for Post 1 (Audience A): Promoting the campaign and its impact.
Parents spend hours doing laundry by hand. Whirlpool + #HoopHeroes are donating washers & dryers to Detroit families—so they get that time back. 💛
Learn more: hoopheroesdetroit.com/impact
Tweet for Post 2 (Audience A): Engaging post that drives awareness and action
🏀 Detroit youth ages 10–14 — come hoop with us!
FREE to play. FREE to watch.
Derrick Coleman + Whirlpool are showing what’s possible when community shows up.
👉 hoopheroesdetroit.com/signup
Explain what you did differently outline your planning criteria and justify your goal, reasoning, and key elements. Don’t forget to include and your reasoning and goals for each. (10 X 2 = 20 marks)
Tweet for Post 1 (Audience A): Promoting the campaign and its impact.
What Was Done Differently: To adapt the Facebook post to better suit Twitter, the copy was cut down and focused on keeping only the essential information. Twitter posts can contain up to 280 characters. This post contains 198 characters, staying under the limit and being as short as possible while still containing the key information and CTA/ destination. The Twitter post still focuses on the real-life pain point of not having access to a washer or dryer and doing laundry by hand, all while being a parent. It presents the campaigns solution, which are washer and dryer donations, in an authentic way that resonates with parents.
Planning Criteria: The criteria for the Twitter post were to be simple and scannable while still containing all of the important information on the impact of the campaign, particularly on moms who run households while trying to support their kids. This Twitter post had to grab attention immediately, which was accomplished in the use of emojis. According to WordStream, “people process visuals 60,000 times faster than plain text, and emojis are a great way to tap into that image power in your social posts, where space is at a premium.”vi The copy had to accomplish the same goals as the Facebook post, but in under 280 words, which was done by using plain language and the F-pattern, which helps readers interpret the message as quickly and efficiently as possible.
Goal: The goal of this Twitter post was to raise awareness of the partnership between Whirlpool and Derrick Coleman, and the impact that their charity tournament Hoop Heroes will have on Detroit Youth and their families. This post in particular has the goal of highlighting the tangible elements (washers and dryers) but mostly what the washer and dryer will do for families in need, which is give them more time to spend with their kids. The goal was to connect Detroit youth and their families through raising awareness on Hoop Heroes campaign that is meant to bring community together. According to Sprout Social, “78% of consumers want brands to use social to help people connect with each other.”vii This post connects our target audience by acknowledging and recognizing the time that doing laundry by hand can take away from the most important family moments.
Reasoning: Because of Twitters character limit of 280, the post had to pe powerful and capture the attention of users immediately. The visual of the mom and child folding clothing immediately tells users that this post is about laundry, and the hoop heroes’ logo in the left corner creates intrigue on what the post has to do with a logo called “Hoop Heroes” and that includes a basketball. According to Search Engine Journal, “web content containing visuals like images or videos performs better – on average, receiving up to 94% more views.”viii
Key elements:
- Opening Problem: “Parents spend hours doing laundry by hand” this opener is simple, real, and easy to relate to.
- Solution Framing: Whirlpool + #HoopHeroes are actually helping by donating washers & dryers.
- Emotional Hook: “So they get that time back. 💛” this hook makes the benefit clear and family focused.
- Call-to-Action: “Learn more” + link
- Hashtag Use: #HoopHeroes to keep it clean and searchable.
- Visual Support: Real photo of parent and child doing laundry keeps it human and heartfelt.
Tweet for Post 2 (Audience A):
What Was Done Differently: For the twitter post, the original post had to be condensed to meet twitter character limits, but still preserve the emotional and community appeal behind it. In total this post is 169 characters long well under twitters limit. The tone still remains inviting and inclusive throughout Twitter but its much more to the point, punchy and uses direct language. The visual is the most inviting aspect of the post. It features a young athlete playing basketball surrounded by a branded logo from Whirlpool and Hoop heroes. Research has shown that “on twitter, tweets with images see 150% more retweets compared to text-only tweets, showing the power of visuals.”ix The emotional hook “come hoop with us” is right at the beginning to grab attention. This time the focus was all on the CTA and not so much the hashtags and Whirlpool and Derrick Coleman still remained front and Centre names to the post to build trust and authenticity.
Planning Criteria: The criteria for the second Twitter post for audience A was all about delivering the same emotional community centered appeal that Facebook provided but make it quick, to the point and faced paced for those scrolling Twitter quickly. Research shows that “more than 90 per cent of the content on Twitter is generated by just 10 per cent of the people using the social network site.”x This means that even if there’s a small group of passionate people, it can gain traction quickly and take off. We understand that Twitter is all about short and engaging content, therefore the planning behind this post was all about getting their attention fast, stating the benefits of the Hoop Heroes tournament clearly and including a strong visual that makes users want to stop and read. We selected an image of a youth boy playing basketball to resonate with this audience. He is playing outdoor in a court, giving a sense of freedom, energy and accessibility, something this audience is all about.
Goal: The goal behind this Tweet was to raise awareness and drive sign up forms on the Hoop Heroes Youth Charity Tournament website among young Detroit believers aged 10-14. The Tweet is also focused to drive shares and likes, bringing ongoing attention to the tournament. Research shows that “77% of consumers are more likely to engage with content that feels genuine and relatable.”xi This will help raise awareness on Detroit based timelines, since its short, inclusive and clear to whom its speaking to. Twitter is a great platform since its known for its retweets. The goal is to create organic community action for this kind of opportunity.
Reasoning: Since Twitter does have a character limit, the emotional messaging that was in the Facebook post needed to stay the same without losing its overall meaning. By using “come hoop with us” as a call to action, users can conclude that this is a basketball opportunity, giving a strong emotional connection since its promoting community, fun and belonging in Detroit communities. “FREE to play” and “FREE to watch” also reinforces trust since its tackling any financial concerns that may have arisen if this was a tournament where it costed a good amount of money to enter. This tweet is authentic, its accessible and doesn’t gatekeep. Studies have also found that “Twitter has a near parity between the age brackets with 35-44 the highest age bracket by a slight margin.”xii This aligns with the parents and guardians that were targeting making Twitter an effective platform.
Key elements:
- Visual attention-grabbing hook of youth basketball player playing in a local park alongside the river
- Short, punchy and relatable copy (“FREE to play. FREE to watch”)
- Credible names (Derrick Coleman NBA all-star and Whirlpool)
- Inclusive language (Doors open not closed)
- One direct link with an emoji for engagement emphasis
- Clean, scroll stopping post!
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