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:
a. Create a post highlighting the impact of the campaign (e.g., how it supports families, how Whirlpool’s donation makes a difference).
b. Create an interactive post that encourages engagement and participation (e.g., user-generated content, hashtag challenge, community stories).
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)
Instagram Post 1:
Post Planning & Justification:
When planning this post, we knew it had to connect emotionally. Our audience of hardworking Detroit parents and caregivers are often juggling everything at once. We wanted this post to feel like a breath of fresh air for them. We wanted to remind our audience that it’s ok to take a break and enjoy the local entertainment that we are willing to provide to the city. Our central image of the Instagram post is a proud parent tying their kid’s shoes before the big game. This was an important image to use and a useful one because this is a moment that so many families know well, we wanted to evoke these feelings of family and connection with our audience.
This post was specifically designed to highlight the impact of the Cycle of Champions campaign and how it’s helping real Detroit families. This family is an initiative that is focused on removing barrios within the local Detroit community and giving the children of the community a chance to enjoy themselves freely. We wanted to remind our audience that we are with them every step of the way, and the design of this best helps our audience feel that. The copy we used in designing the Instagram post was intended to sound warm, personal, and authentic. Lines like “So much pride and hope!” and “This campaign is lifting the weight for hardworking parents” speaks directly to our audience’s living experience. We didn’t just want to talk about Whirlpool’s support we showed how it shows up in these players’ lives, such as covering league fees, clean jerseys, and confidence on the court. The reason this is important is that our audience wants to know and be shown that this campaign is about relief and taking the day-to-day pressure off our local parents.
Instagram works as a great platform to target audience B because it’s primarily a visual platform which we can leverage to tell a compelling story which will emotionally capture our audience. The photo used in the post is capable of grabbing our audience’s attention and convincing them that the things that are happening are real and generating an incentive for them to be a part of this campaign. The hashtags were used to promote the program and make it into a bigger movement to connect with other people on the platform. These hashtags also allow our campaign to shine and have a sense of community online. We want our audience to feel encouraged to engage. Whether that’s by tagging another person, commenting, or clicking through to learn more about the campaign. We’re strengthening a community, and we want our audience to know that. That’s what makes this post strong and meaningful. It communicates that this is a campaign for them.
Instagram Post 2:
Post Planning & Justification:
The planning that went into the creation and design of this Instagram story post was carefully throughout to meet our objective of sparking excitement and getting direct participation from our audience. We wanted to make especially sure that we were targeting young athletes and their families who are already passionate about basketball. We decided that we would create a post that invites our audience, who are passionate about basketball, to celebrate themselves publicly. With this post, our audience can be proud of their personal highlights and competitive moments, which could earn them a feature on our social media page.
The visuals and colour of the post were chosen to help align with our brand consistency of navy and orange because those were the colours which are primarily present in a majority of our campaign branding. The Instagram Story is bold and easy to follow, with large text blocks and white text to help contrast the post. The goal of this post is to drive engagement and use user-generated content to build a broader sense of community around the Cycle of Champions campaign. In our campaign, we’re asking them to join us in helping the local community and giving the children a chance to enjoy themselves. Participation helps us amplify the stories we are trying to tell, which are more powerful than anything a brand could create alone. The campaign’s impact becomes real and relatable when it’s told through the lens of real families and real players, which gives them a platform to showcase and honour real achievements. Instagram stories work as a good destination for our audience because they are used for quick, easy, and direct interactions. Stories create a sense of urgency because they disappear after 24 hours. This pushes users to act now rather than later. This is effective because Instagram is also a platform where highlights, wins, and personal achievements are celebrated. By placing the CTA in a Story format, we’re not only getting visibility but also encouraging fast actions, which fits the platform perfectly. There were multiple elements of the Instagram story which were designed to help us meet our different campaign goals.
The headlines in the post are both directional and motivational. The headline “SHARE YOUR STORY!” makes people feel like they’re part of something bigger, something for them. It promotes the idea that their story is worthy of being shared and potentially celebrated. Our content is simple, with step-by-step instructions that allow our audience to follow exactly what we want them to follow because we know that our audience is more likely to act when the ask is clear. It is important that we spread as much awareness of the campaign as possible, this is why it was crucial to include the handle @CYCLEOFCHAMPIONS. It makes sure participants and our audience know exactly who to tag, and the hashtag #CYCLEOFCHAMPIONS creates a digital landscape for the campaign to exist on. We made sure to include more incentives to participate in our campaign by including the phrase “YOU COULD BE FEATURED!”. This generates excitement for our post because we are allowing our audience to be seen and highlighted. This post successfully demonstrates why The Cycle of Champions campaign will help engage our audience by accomplishing our mission of giving the local Detroit community a stage to shine on.
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