- Based on the topics discussed in class as they relate to social media content and planning, please create two Instagram posts for your revised Audience “B” demographic:
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)
- Create a post highlighting the impact of the campaign (e.g., how it supports families, how Whirlpool’s donation makes a difference).
Planning criteria: While thinking about the creation of this post we considered the main goals of the campaign and the main point of this Instagram post – to highlight the impact of the campaign. We thought about how we could create an engaging post that would immediately capture people’s attention. With that, we decided to include the words “Giveaway” front and center as the main attention grabber on our first carousel slide. We decided to make the header ”Youth CHARITY Tournament” to highlight the key component that this is an event being held to give back to the community and spread joy and positivity. We wanted to showcase the community aspect highlighting the team sports and almost making it seem like a hopeful sport that can change lives and bring people together. We wanted to make it a collaboration post with both Whirlpool and Hoop Heros to show we are in this together and to showcase the positive impact we are both trying to make on the community. Without showcasing the actual product enough to make it seem like a PR move we made sure we implemented Whirlpools participation just enough.
Goals: This post helps us position Derrick Colemans organization as a leader in community-driven sports initiatives, highlights whirlpools donation authentically by not including a direct link of the sets – promoting their generous donation in a more heart felt – subtle way. It spreads overall awareness for our campaign and speaks directly to our target audience by using things that are more likely to resonate with them and encourage them to participate as well.
Reasoning: By including the world giveaway in large text front and center this will immediately get people to stop because it is highlighting that there could be some sort of benefit to them. It was also discussed in class that if your Instagram posts are a carousel slide people are much more likely to spend time on your post and interact with your content. This post does not revolve around Whirlpool because that could make it seem more for PR than genuine, however we would still like people to know they are a large part in the campaign so we‘ve included their logo on the main page and that it is “sponsored” by Whirlpool. Furthermore, both Hoop Heros and Whirlpool are posting this to their account helping reach a wider audience and generate awareness through both accounts.
This post is meant to speak to audience B, so we highlighted an important person (Derrick Coleman) who is running the campaign for other community leaders to be able to put a face to the name and establish a sense of transparency and realness. This will help us resonate with our target audience of community leaders, educators, and non-profit organizers and encourage them to participate by coming to watch and engaging with our posts. We ensured to include “rewards for the whole family” to intrigue our viewers and guide them to click the link in our bio where they will find all of the information they need.
Key elements:
-Highlighting “Derrick Coleman” for other community leaders to be able to associate our brand with another trusted leader
-Highlighting the giveaway aspect so our viewers know there is a benefit to them by participating
-Highlighting basketball – this will help us speak to our target audience by attracting our target audience (those who love basketball)
-”Youth Charity Tournament” Highlights the meaning behind the campaign.
-Carousel (increasing the chances our audience will stay on our post longer which helps boost engagement rates)
-Collaboration with Whirlpool and Hoop Heros – wider reach
-Location tag
Destination: This Instagram post will direct people to click the link in our bio. Because there is no guarantee who will be seeing this post – local community leaders or parents, we want to make it relevant to both!
🏀 Calling all Detroit parents, coaches, and community leaders!
This isn’t just about hoops.
It’s about empowering Detroit youth, building community pride, and giving back—one game at a time.
✨ Families in need will receive Whirlpool washer & dryer sets
🏆 Kids play for purpose, pride, and community impact
📣 We need your help to spread the word, support teams, and show up for our youth
🔗 Get involved. Sponsor a team. Share this with someone who should be there.
Let’s show them what Detroit is made of. #HoopHeroes #GameForGood #DetroitYouthHoops #ShootYourShot #CommunityPower
#supportlocal #hoopheroscharitytournament
b. Create an interactive post that encourages engagement and participation (e.g., user-generated content, hashtag challenge, community stories).
🏀BASKETBALL CHARITY TOURNAMENT
Come support your local community and enter the tournament
for a chance to win a Whirlpool washer and dryer set.
Like, share, comment, repost and help your local community using
the #HoopHeroesCharityTournament!!
Click the link in our bio for more details.
#GameForGood #DetroitYouthHoops #ShootYourShot #CommunityPower
Planning Criteria: In order to put this post together – we remembered something discussed in class a little bit ago – the Fire Fest campaign with a bunch of randomly placed orange screens all over. The best way to grab your audience’s attention is to deliver them with something unexpected? A random blue screen with the words STOP on it – viewers will be thinking – oh my goodness, this is random, why stop? We included a small amount of text, so it doesn’t seem like all other Instagram posts and “STOP” remains the main focus of the Instagram post. Our colours are naturally contrasting so the blue and orange pair well together and match our campaign colors creating cohesiveness throughout our posts and brand. By including just enough information to get them invested, this will ease the transition from guiding them from our social post to our website where they can find all of the necessary information.
Goals: This post helps us spread awareness for the tournament by encouraging viewers to participate by sharing on their stories, liking, commenting and sharing, it motivates sign-ups and shares through our call to action and the wide reach we will have by utilizing Whirlpool, Derricks, and our own Instagram. It highlights the washer, and dryer sets without directly having a picture of them and allows us to promote Whirlpool as well.
Reasoning: As mentioned in class it was recommended that we “Use simple, bold, easy-to-read messaging in social visuals to reduce cognitive load” (Briscoe, W8 – A – Plain Language Writing (W25).pdf, Slide 6). Because of the simplicity in this post the only thing our viewers have to go off of is the information in the caption – leaving them with just enough information that it sparks their curiosity and leads them to the link in our bio – also making it easily readable for quick scrolling. It is meant to be simple to grab our audience’s attention, make it easily scannable and give them just enough information that they’ll have to find out more for their own peace of mind. We included the location, so our target audience is aware that this post is meant for them. Once again, we’ve decided to collaborate with Whirlpool on this post and have them share it on their account as well. We will also be utilizing Derrick Colemans social platforms to further push the narrative of the “STOP” – support local initiative. Speaking of, our call to action plays on our viewers sense of dignity to “support their local community” by at least interacting and sharing our post.
Key elements:
-Headline: “STOP” – bold, attention grabbing, easily scannable
-CTA: Emotional appeal – support their local community
-Incentive – Free washer and dryer
-Hashtags
-Location
Collaboration with Whirlpool and Derrick Coleman
Destination: Link in our bio – Landing page and home page – both will be included in our bio with the proper titles. This way both audiences who may see our posts will have a direct guide as to where they should go. For example, SIGN UP HERE –> or BECOME A SPONSOR–>.
Extra Post: Instagram for Audience A to drive action and UGC
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