- Create a post promoting the campaign and its impact.
The average parent spends hours every week doing laundry by hand — time that could be spent making memories.
That’s why #HoopHeroesCharityTournament, with NBA legend Derrick Coleman and Whirlpool, is stepping up to help. We’re donating washer & dryer sets to local families — giving them time back to be present, play, and grow together.
Because when families are supported, kids thrive.
And when kids thrive, communities rise.
Join us for the #HoopHeroesCharityTournament, a youth basketball event that’s about more than just the game. It’s about empowerment, connection, and creating a future where every family has what they need to win.
Know a family who could benefit? A youth who should play?
Learn more about Hoop Heroes impact: hoopheroesdetroit.com/impact
#DetroitYouthRise #HoopHeroesCharityTournament #CommunityFirst
b. Create an engaging post that drives awareness and action (e.g., participation, sharing, excitement for the event).
Every parent wants to see their kid win—on the court and in life. At the #HoopHeroes Charity Tournament, it’s bigger than basketball. We’re showing kids what’s possible when a community shows up for them.
✅ Free to play
✅ Free to watch
✅ Open to all youth ages 10–14 in Detroit
Derrick Coleman and Whirlpool are teaming up to do more than host a tournament. Together, they created Hoop Heroes and are helping families in real ways, like donating washers and dryers where they’re needed most.
Whether your kid dreams of the NBA or just needs a place to feel like they belong—this is for you.
Know a family who could use this kind of support? Send this their way.
Sign up or share: hoopheroesdetroit.com/signup
Because the best kind of win? It’s when we all show up. #HoopHeroesCharityTournament #DetroitYouthRise #FamilyFirst
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)
Facebook Post 1 (Audience A): Promoting the campaign and its impact.
For the first Facebook post where the goal is to promote the campaign and its impact, we focused on creating a caption and visual that would resonate emotionally with parents and guardians of Detroit youth who know the feeling of doing laundry by hand, because to them, a washer and dryer set would mean more time to spend with their kids,
Planning Criteria:
When planning this post, we focused on a real-life pain point for parents in our target audience A, which is the time lost doing laundry by hand. The post was designed to emotionally connect with parents by using a compassionate tone and by focusing on storytelling. According to the New York Times, people remember content that uses storytelling 22x more than facts and figures alone.[i] Because this post is made to promote the impact of the campaign, the use of storytelling is a important factor to make this post resonate with our target audience A. This post is not about the Hoop Heroes Charity Tournament directly as it focuses more on the impact that being a part of the tournament and getting the chance to win a Whirlpool washer and dryer set, which is more time spent together as a family.
Goal: The goal of this campaign related to the community and brand positioning goal: To humanize the campaign by focusing on real families, players, and schools that will benefit from this initiative. The goal of this post was to highlight the real stories and struggles that families in Detroit who don’t own their own washers and dryers face every day. This post positions Whirlpool as a supporter instead of a sponsor, which helps humanize the campaign and come across as authentic to our target audience. According to Social Bee, “90% of millennials consider authenticity a significant factor when choosing a brand to support.[ii]” As the majority of our target audience A parents are millennials, it’s important that we address and create our content with authenticity in mind.
Reasoning: The reason we decided to focus on a real-life pain point and the support that this campaign aims to provide is to build trust with audience A that Hoop Heroes understands and addresses their struggles with running a household without access to products and technologies that carry some of the load (literally), all while trying to be there for their children. This post positions Derrick Coleman and Whirlpools collaboration as lending support to families who need it the most. According to Davidson Branding, “Sprout Social Index [ii] reveals that consumers want brands to be honest (86%), friendly (83%), and helpful (78%).”[iii]
Key elements:
- Emotional, family-first storytelling approach
- Visual contrast: burden (laundry) vs. joy (parent/child)
- Whirlpool logo and Hoop Heroes brand placement for subtle reinforcement
- Strong emotional quotes in the caption (“When families are supported, kids thrive”)
- Destination: hoopheroesdetroit.com/impact — chosen to direct people toward our web page that further explains the real-world campaign impact, instead of asking them to take immediate action
Destination: The destination of this post is this post is the impact page on our website (hoopheroesdetroit.com/impact) which is our page dedicated to the impact of the campaign on Detroit Youth and their families.
Facebook Post 2 (Audience A): Engaging post that drives awareness and action
For the second Facebook post for audience A with the overall goal to create an engaging post that drives awareness and action the idea was to create a visually appealing, emotionally driven post that creates a feeling these parents are already familiar with; wanting to give their kid the best opportunity, seeing them be part of the community while doing what they love.
Planning Criteria: When we were planning this post, we kept in mind that it was important to connect on an emotional level with parents and guardians of middle school athletes who reside in Detroit. There are many barriers in life whether that’s financial strain, lack of transportation, mistrust or limited time. This Facebook post gives a clear, no-barrier information about the Hoop Heroes Tournament. By stating “free to watch” “free to play” and “open to all youth ages 10-14 in Detroit”, Hoop Heroes is positioning this tournament as a supportive community focused initiative rather than an elite high-level event that builds itself off high standards and experience. Research shows that “youth ages 6-18 from low-income homes quit sports because of the financial costs at the six time the rate of kids from high-income, according to a national survey of parents.”[iv] This is a community first, inclusive event that is all about empowering the youth and their families. The idea was to select a visual of youth Detroit basketball players smiling to reflect the intended audience making them feel represented and excited to take a next step into something that will make them feel happy and confident. The hashtags connect the post to local family-oriented topics which will help boost is discoverability.
Goal: The primary goal of this post was to raise awareness and drive sign-ups for the Hoop Heroes Youth Charity Tournament for the audience A. This includes getting parents and guardians to register their young children and encourage families to share the opportunity with others who may want to participate in the Detroit area. Studies have found that “children from higher income households participate more regularly in their primary sport than children from lower income households.”[v] This aligns with the campaign objective which is all about reaching and giving undeserved families a chance to participate in youth sports. This post is designed to overcome any participation barriers these families might face. This post also positions Whirlpool as a supporter to this initiative.
Reasoning: The reason we decided to focus on “every parent wants their kid to win” moto was because this audience may not feel that programs that position themselves as “free” aren’t fully this way. This post uses an emotional layer to connect with this audience by using emotional relatability. Hoop Heroes alongside Whirlpool emphasizes that this charity is free, its inclusive and its supported and organized by community figures like Derrick Coleman. This post is all about reducing the doubt and backing up the Detroit community while promoting something that can have a real-life impact (Whirlpool washer and dryer).
Key elements:
- Emotional hook creating resonance with the reader
- Value based messaging and removing financial hesitation
- Inclusive language, everyone is included whether the child wants to play in the NBA or just want to belong
- Real world impact, highlighting Whirlpools donations as tangible support they can feel connected to.
- Trusted Figure (mentioning Derrick Coleman provides credibility to the event)
- Relatable imagery (youth smiling in matching jerseys representing a strong community)
Destination: The destination to this Facebook post is the hoopheroesdetroit.com/signup page. This is our dedicated landing page with the sign-up form.
[i] Storytelling in Content Marketing: The Ultimate Toolkit | NYTLicensing. (n.d.). NYTLicensing. https://nytlicensing.com/latest/marketing/storytelling-content-marketing/
[ii] Radu, A. (2025, February 13). The power of brand authenticity in the digital age. SocialBee. https://socialbee.com/blog/brand-authenticity/#:~:text=In%20fact%2C%2090%%20of%20millennials%20consider%20authenticity,unfollowed%20a%20brand%20because%20of%20%60%60inauthentic”%20content.
[iii] Davidson, G. (2024, September 4). What consumers want from brands in 2022. Davidson Branding. https://davidsonbranding.com.au/what-consumers-want-from-brands-in-2022/#:~:text=77%25%20of%20customers%20wanted%20companies,through%20the%20purchase%20funnel%20faster.
[iv] Youth Sports Facts: Challenges – Project Play. (n.d.). Project Play. https://projectplay.org/youth-sports/facts/challenges
[v] Dorsch, T., Blazo, J., TeamSnap, Aspen Institute’s Sports & Society Program, Families in Sport Lab, Minds in Motion Laboratory, & Qualtrics International, Inc. (2022). Parenting Survey. In Parenting Survey. https://www.aspeninstitute.org/wp-content/uploads/2023/02/TeamSnap-Project-Play-REPORT-v2.pdf
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