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.
Theme: “The Road to Glory”
Concept: A high-energy, cinematic-style montage showcasing the excitement of the tournament, the grind of training, and the ultimate goal—winning the championship trophy.
Storyboard & Outline
Scene 1: 0:00 - 0:04
Visual: Slow-motion shot of a player tying their shoes.
Audio: Dramatic beat drop.
Text Overlay: “Every legend starts somewhere…”
Scene 2: 0:05 - 0:10
Visual: Two players playing together.
Text Overlay: “No shortcuts. No excuses.”
Scene 3: 0:11 - 0:15
Visual: Tip-off.
Text Overlay: “Do you have what it takes?”
Scene 4: 0:16 - 0:20
Visual: Trophy spinning.
Audio: Triumphant music with cheers.
Text Overlay: “One goal. One dream. Are you ready?”
Scene 5: Call to Action (0:25 - 0:30)
Visual: Slam dunk clip with the tournament’s logo.
Text Overlay: “Sign up today! 🏆🔥”
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.
Theme: “More Than Basketball”
Concept: A heartfelt, emotional video showing how the tournament isn’t just about the game—it’s about supporting families, thanks to Whirlpool’s sponsorship.
Storyboard & Outline
Scene 1: 0:00 - 0:05
Visual: Kid playing basketball with his family.
Audio: Gentle piano music. “To our family basketball is more than just a game…”
Scene 2: 0:06 - 0:10
Visual: Kid dribbling
Audio: “…It’s my son’s passion.”
Scene 3: 0:11 - 0:15
Visual: Mom looking at a pile of laundry, taking a deep breath.
Audio: But every shining moment there are sacrifices no one sees.”
Scene 4: 0:16 - 0:20
Visual: Whirlpool washing machine in action, mom smiling in relief.
Audio: “Thanks to Whirlpool and Shoot for The Stars, we have one last thing to worry about.”
Scene 5: 0:21 - 0:25
Visual: Mom watching her son on the court, cheering proudly.
Audio: “These are the moments we live for, the ones that make….”
Scene 6: 0:26 - 0:30
Visual: Whirlpool washing machine in action.
Audio: “Every load, every late night worth it.”
Scene 7: 0:30 - 0:35
Visual: Logo of the event with Whirlpool’s name.
Audio: “This is more than basketball. This is a community.”
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
Post 1
Goal of the project
- Build an emotional connection with the parents by showing them the impact of the event beyond the court
- Highlight the role of whirlpool sponsorship in supporting families behind the scenes
- Drive awareness and credibility
- Encourages parents to become advocates for their child to participate in the tournament
Reasoning behind the post
- Mothers are often the backbone of a young athlete's journey, providing financial and emotional support
- Showing empathy for their experience with the tournament bend
- Featuring a whirlpool as a silent helper creates is more transparent and natural brand alignment clear gear les stress
- TikTok's emotion storytelling formats allow for visually driven narrative that feels personal and relatable
Key elements
- Relatable story telling from a parent perceptive
- soft cinematic visuals
- Text overlay to help clarity since we know that many user watch tik tok with their sounds off
- Short scene duration to hold attention
- Emotional arc
- Inspirational interview focuses on the values over competition
Destination
- Tiktok full 3o second
- Cross posted to facebook and instagram reels
- Embed shoot for the stars website user testimonial and sponsorship
Destination goal
- Drive parent and sign ups by showing the heart behind the events
- Create emotion impact on parent
- Increase brand trust in whirlpool as meaningful partner
- Generates comments and shares for parent who relates to the experiment .
Post 2
Campaign shoot for the stars tournament
Theme- the road to glory
Target audience -youth athletes age 10-14
Goal of the post:
- Build hype and excitement that around upcoming tournament
- Motivate the youth to register and be part of something new
- Position the tournament as a high stakes opportunity for glory and recognition
Reasoning behind the post
- Gen Alpha are drawn to cinematic fast pace content that are visually appealing with a motivational messaging
- This format mimics the viral sports highlights montages and nike style prmo which they admire and often repost
- By saying that the tournament is the road to greatness it helps to encourage participation
- Tik will be perfect platform shoe short adrenaline content that makes young athletes feel seen and inspire
Key elements
- High energy visuals and fast cut to hold attention
- Dramatic build up for preparation to celebration
- Motivation text
- Authentic sound and design
- Background music to enhance emotional and pacing
- A strong call to action at the end which directs the viewer to register
Destination
- Tik tok feed
- This post will also be pinned on Tik Tok profile leading up to the registration dealing
Destination goal
- Build social identity for the tournament that youth can be happy and proud to be apart of
- To drive awareness among middle school athletes
- Encourage sign-ups by creating FOMO( they will want to be part of it )
- Make the tournament looks like an elite level, competitive and highly rewarding
- Build social identity for the tournament that youth can be happy and proud to be apart of
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)
Post 1
The objectives
- The objective of this post is to inspire an emotional connection and purpose behind participating in the tournament
- To promote the event not as any general basketball competition, but it is an opportunity to give back to daily and the community
- The objective of this post is to also increase event registration and engagement by showing the impact beyond the court
The target audience
- Middle school basketball 10-14 years
- Youths who are deeply influenced by family support and the community also
- Athletes who see basketball as more than a game, but something greater
The emotional hook
- Gratitude, purpose and community pride
- The reason behind the criteria of the event is that it is being done for the family and supporters
The reason behind the post
- Many youth athletes are motivated by their family and community support and sacrifices
- By putting the focus from personal achievement to “giving back,” the post message becomes more relatable
- It elevated the tournament's value proposition and the impact that the tournament is providing
Key elements
- Emotive language to trigger pride and gratitude
- Focus on family support and community uplift
- The call to action says Participate in something meaningful
The Destination
- Instagram feed post
- Link in the bio for potential players to register landing page for this tournament
The destination Goal
- Drive CTR through to the tournament sign-up page
- Generate awareness among middle school athletes
- Reinforce the emotional value of participating in the Shoot for the Stars tournament as a life-changing event.
Post 2
Goal for this post
- Drive engagement
- Increase the brand visibility by encouraging the participant to tag and use the campaign hashtags
- Build hype for the event and grow the community vibe through friendly online competition
Reasoning behind the post
- Social media challenges are highly shareable, which helps to increase organic reach
- Young athletes love to show off their skills on social media.
- This will help to boost engagement and anticipate leading up to the tournament by making the participant feel more involved early
Key elements
- The use of the challenge format
- Clear call to action
- Incentive to participate, this is potentially to be featured on the main page
- Hashtags that are relevant to the campaign branding and it discovery
Destination
- Instagram feed post for reach
- It will be pinned to the top of the page for the rest of the duration of the challenge
Destination Goals
- Increase followers and reach by encouraging them to share and tag their friends
- Drive traffic to the main page by using the profile link
- Collect a library of content for future promotion