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.
- a) Revised Audience “A”: A TikTok video showcasing the excitement of the basketball championship and the journey to winning the trophy and prize.
- 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.
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
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
a) Planning Criteria and Strategic Thinking: Our goal for our first TikTok video was to develop content that easily captures attention and that engages kids through humor and quick video edits. We know our target demographic is middle school kids ages 10-14, so everything had to be quick, exciting, and relevant to the type of content they consume.
To avoid overcomplicating our explanations, we used a POV hook: “You thought you were walking out with plastic trophy…but Whirlpool said nah, here’s a washing machine instead washing machine.”
This immediately implies that the prize is larger than expected and shows emotion in a way that children can grasp. The video is entertaining, but it also highlights the importance and urgency of the campaign.
Why It Works: Humor and emotion put together create engagement. Our video’s combination of entertaining NBA clips and a powerful hook is both entertaining and effective, making it great for kids with short attention spans.
POV Hook Strategy: POV is one of the most popular TikTok formats. It makes the message more personal and allows viewers to visualize themselves in that situation.
To back up the tone and format, we used fun and amusing NBA player videos of them dancing, and we made sure to use an effective tone of voice by sticking to a tone that kids would consume more easily. This includes adding emojis to the text, using plain language for them to easily understand what’s being shown to them right away, and incorporating some slang as well for them to connect with it even more. At first, there was only one piece of text throughout the whole video, but then it occurred to us that content that tends to move quickly works best for Gen Z and younger kids. Our brains are wired to understand fast content that goes straight to the point and moves quickly because our attention spans are horrid. So the quicker the content with different clips and transitions, the more engaged they’ll be, which is why we added the other pieces of text in order to have them stay longer, because if we only had the 1st piece of text for the entire video, we would lose them within the first couple of seconds, and since we didn’t provide any next steps or crucial information, they would move on because they didn’t get a clear step. Now, by adding all these transitioning blocks of important text, it increases the possibility of them staying engaged throughout the whole clip and maybe even sharing it because content that is short and entertaining tends to get shared the most because it’s easy to consume and understand. This can help us generate click-through rates or impressions if they were to sign up after watching this or create more awareness by sharing it.
This TikTok connects our audience by using their language, pace, humor, and style rather than talking to them in an uninteresting manner. It offers value without over-explaining.
Destination Strategy: This TikTok would have a link in the caption that takes kids directly to the tournament registration page, where they can easily sign up and find more information with their parents. The caption also offers important information for parents who may help register:
Who: Middle schoolers.
What: A tournament with different prizes and perks.
When to Register: May 1- June 15.
Why we play: It’s more than just basketball; it’s about family and communities coming together.”
The goal is to increase awareness, FOMO, and excitement among kids, encouraging parents, coaches, and schools to register.
“Team up with your crew before it’s too late!” is direct and clear an creates scarcity since there are only a few limited spots.
The background song used in the video “We Are the People” by Empire of the Sun adds even more excitement and entertainment to the video, while also still making the video sound meaningful. This tone perfectly aligns with our audience of 10-14 years old online behavior they scroll fast, ignore boring ads, and connect better to casual, real content that feels like something their friends would repost.
Most middle schoolers most definitely don’t not care about home appliances, but they do care about their moms. And not only would their mom be benefiting from this prize, but so would they. A lot of kids in Detroit skip school because they refuse to go when they don’t have any clean clothes to wear out of embarrassment. This not only negatively decreases their confidence, but it also starts to affect their grades and social skills by constantly staying home. So this is why this TikTok video highlighted the POV in a positive way by showing that the kid was just as happy to get a new washing machine as his mom. A trophy could never top that. That twist to the video adds character and attracts attention because people wouldn’t expect a younger kid being excited or happy that the prize they won from their win is not in fact for them but for them but for someone else. This most definitely would be the case for a lot of kids, but not for the kids living in Detroit. They would know that this prize would make a huge difference for them and their entire family. This is why this campaign is perfect for Detroit residents: it’s genuinely valuable to them, and it’s making a huge difference in the community by raising awareness of the problem and bringing the community closer together.
Videos with music in the background, like our video, are extremely effective for grabbing and retaining anyone’s attention because music triggers lots of our senses like our memories, so it leaves us, you could say, in a hypnosis stage without even realizing. And of course, if the song is good, you’re going to stay there until the video is over. This is why a video with short clips that span on to the next, and a catchy song would be a perfect way to capture our audiences attention.
b) Our second TikTok was made to connect with Detroit’s adult audience, specifically parents, community leaders, and mentors by telling a quick but impactful story about real community needs. Instead of promoting the event directly, it shows how the campaign supports families behind the scenes, by gifting them essential home appliances from Whirlpool to the families in need. The goal isn’t specifically to entertain, it was made to build trust and highlight the real impact around this campaign.
View TikTok here: https://drive.google.com/file/d/1ytOY-zKY0yfjEcJZ0MY2sw_cyao0VfDs/view?usp=sharing
We kept the video short, clear, and emotionally grounded to match the adult’s viewing habits. Adults don’t need fast edits or humor, they need meaning. That’s why the video focuses on family, support, and the value of showing up for each other.
The call to action is discreetly powerful, the tone is genuine, and the messaging is focused on purpose. “See how this tournament is helping real families in Detroit.” The goal is to support families where it matters most. Whirlpool’s participation is shown as a solution to a real issue rather than simply as a promotional sponsorship. The voiceover strengthens the emotional aspect without being overly dramatic.
This strategy aligns with David J. Hall, our persona, who appreciates authentic stories, community support, and real-world impact. Content that is genuine and solution-focused has a higher chance of generating a response from him and others like him. That’s exactly what this video does.
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