- 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.
- Revised Audience “A”
• A TikTok video showcasing the excitement of the basketball championship and the journey to winning the trophy and prize.
TikTok Video for Audience “A”:
Overview of the Plan:
This TikTok video portrays a short and emotional story about a young basketball player. The video will feature a day to day story of audience like Noah Jones- a 14 year old athlete from Detroit, who’s working hard to succeed in life not just for himself but for his family. It is a 30 sec video but gives a powerful message that dreams are possible even if the path to get to that dream is rough.
The video starts with a boy waking up early in the morning; dark-pitched and quiet. It will have overlay text “No Trainers. No Gym. Just a Big Dream” He goes to an old court with his ball and backpack alone. He doesn’t have any training gear or coach to train him. The video will then feature him practicing, doing drills, in the cold. His shoes are old and dirty, the court he’s practicing is cracked. Then, a quick flash images of his mom and sibling watching him play the other day, reminds why he’s doing it. It will have an overlay text “Every score… just for them.”
Then, the video will show the game day where other people are cheering. We see fast clips of him scoring, running and defending the team. It has an overlay text of “For my Family. For our Future.”
In the final, the boy holds the trophy, with all buzzer sounds, the crowds hooting and his teammates lifting him up. His mom wiping tears from the stand. Then the screen shows whirlpool’s banner and Derrick Coleman’s initiative with message “They believed in me. Supported in every way. Now it’s my turn to rise.”
And a final message with hashtag “Every success starts with struggle.”
Title: The win is for my family!
Video Length: 30 sec
Format: short form, emotional storytelling,
Tone: Inspirational, emotional, motivational
Goals and Planning Criteria For this post:
The Purpose
To emotionally highlight the story of a young boy like Noah Jones, inspired by the Hoops for Homes initiative by Derrick Coleman in partnership with Whirlpool, showcasing how sports and support can uplift undeserved youths.
Target Audience:
The target audience includes teens and young adults who connect with the emotional and aspirational aspects of sports as a way to build a better future.
The Key Message:
The path to success is not always easy but with hope, support and dertermination, every struggle can turn into a win. Hoops of Homes with whirlpool is changing lives through basketball, community and care.
The Goals:
- Raise awareness about Derrick Coleman’s Hoops for Homes initiative.
- Inspire young people and families through emotional storytelling.
- Showcase Whirlpools real impact in helping beyond appliances.
- Drive community support and recognition through relatable stories.
The Brand Voice and Tone:
The tone of the video is inspirational and motivational, appealing to aspirations of the audience. The final message “every success starts with struggle” reinforces the theme of perseverance making it relatable for teens who face similar challenges in pursuing their dreams. It acts as Call to Action and links to the story back to Derrick Coleman’s initiative and Whirlpool without sounding like an ad. It is rooted in storytelling that feels authentic.
The theme:
Struggle to Success is told through the story of young athlete who is playing for more than just a win. This TikTok video post reflects power of dreams, strength of families and perseverance. The story in the video is based on the character who matches the audience’s life and values.
It follows a strong structure: beginning (struggle), middle (grind), and end (success). It uses emotional storytelling to resonate with the target audience. This story arc makes the video satisfying and easy to follow, even for new viewers. By starting with struggle, showing determination and ending in success, the video follows a clear emotional arc that creates a strong bond with the viewers. This makes the brand, and the message feel more real, relatable and memorable. It aligns with the idea of storytelling strengthens engagement by creating an emotional connection with viewers.
Why this post matters (Reasons and Justifications):
This video is directly aligned with the persona of Noah Jones – an aspiring young athlete with limited resources but a big dream. The video features a hardworking family oriented young athlete who faces and overcomes real life challenges. This story aligns with the dreams and struggles of many teens, especially those from undeserved communities who see sports as a way to help their families. It well resonates with the aspirational youths, those who are from undeserved communities. It raises awareness of Derrick Coleman’s Initiative as it tells a real and personal story where people can see themselves and resonate with it. It shows an impact through emotional storytelling making it inspiring. (Briscoe, Lecture: W14_B_Writing_for_Video_Reels_W25, Slide No. 25).
- Alignment with the audience:
The story in the video is based on the character who matches the audience’s life and values. The main character of this video is just like our target audience. The video features a hardworking family oriented young athlete who faces and overcomes real life challenges. This story aligns with the dreams and struggles of many teens, especially those from undeserved communities who see sports as a way to help their families. This makes the story message real. (Briscoe, Lecture: W14_B_Writing_for_Video_Reels_W25, Slide No. 20).
- Emotional Story telling:
The video follows a strong struggle to success pattern. It follows a strong structure: beginning (struggle), middle (grind), and end (success). It uses emotional storytelling to resonate with the target audience. This story arc makes the video satisfying and easy to follow, even for new viewers. By starting with struggle, showing determination and ending in success, the video follows a clear emotional arc that creates a strong bond with the viewers. This makes the brand, and the message feel more real, relatable and memorable. It aligns with the idea of storytelling strengthens engagement by creating an emotional connection with viewers. (Briscoe, Lecture: W14_B_Writing_for_Video_Reels_W25, Slide No. 34).
- Platform specific engagement:
The plan recognizes TikTok’s preference for short, visually driven content. The video’s length is appropriate for TikTok, where videos under 60 seconds are more likely to gain attraction. Here, the entire story is delivered in just 30 seconds, which perfectly fits with the format. Short, emotional and engaging videos tend to get more views, like and shares. (Briscoe, Lecture: W14_B_Writing_for_Video_Reels_W25, Slide No. 7, 31).
- Inspirational Tone:
The tone of the video is inspirational and motivational, appealing to aspirations of the audience. The final message “every success starts with struggle” reinforces the theme of perseverance making it relatable for teens who face similar challenges in pursuing their dreams. It acts as Call to Action and links to the story back to Derrick Coleman’s initiative and Whirlpool without sounding like an ad. (Briscoe, Lecture: W14_B_Writing_for_Video_Reels_W25, Slide No. 22).
Therefore, this TikTok video effectively delivers a inspiring and powerful message which directly speaks with young athletes like Noah Jones who work very hard despite limited resources. Through emotional storytelling, the video creates a strong connection with the audience showing that success is possible with full determination and support. It is a shortform video format which perfectly fits TikTok which makes it highly engaging and relatable. The story also promotes the value of perseverance and family and raises meaningful awareness about Derrick Coleman’s Hoops for Homes initiative and Whirlpool’s impact beyond appliances which make the brand relatable, and purpose driven.
TikTok Video for Audience “B”:
Overview of the Plan:
The video focuses on a single mother, hardworking and who is struggling with daily challenges of managing her family and household. She comes home exhausted every day, she had constant responsibility of taking care of her children, especially her elder son who dreams of becoming a basketball player.
The video starts with mom walking into the house after her long day shift. She’s exhausted but her day isn’t over yet. Her kid run to hug her; she gives a smile with a tired look. The video has an overlay text “She just got home…but her day isn’t over yet.” Then another scene starts where she’s sorting through a dirty pile of clothes. Her youngest child in mismatched socks. The old washer is broken- she just sits staring at in with a defeated look in her face. The scene shows frustration of constantly trying to keep up with the household chores. The video has an overlay text “Another day, another broken washer. But the laundry just keeps piling up.”
Then another day her son enters the house. He’s in old dirty clothes, torn shoes and has taped basketball in hand. He sets his shoes and ball by the door and greets her mom. Seeing her child trying to do something for the family she feels defeated and sheds tears but doesn’t say anything. This has an overlay text “He’s working hard. Dreaming a better future for all of us.”
Another scene comes while she’s walking down the street, her eyes catches a billboard with a message about Whirlpool’s and Derrick Coleman’s “Hoops for Homes” initiative.
The ad is about a basketball championship where the reward for the player of the match is a washer. The ad shows young players with “Hoops for homes” logo and whirlpool’s washer in the background. “Hoops for Homes- Play with a Purpose” “when you win, your family wins.” Presented by Derrick Coleman and Whirlpool.
This gives her hope, and the scene ends with her dreaming of her son scoring a goal on the court. It has a overlay text “Could this be his moment?”
Title: A Mother’s Hope.
Video Length: 30 sec
Format: short form, emotional storytelling, Text overlays, background music
Tone: Inspirational, emotional, motivational, hope
Goals and Planning Criteria for this Post:
The purpose:
To create an emotionally compelling short form TikTok video that highlights the power of Hoops for Homes, showing how Whirlpool and Derrick Coleman’s Initiative goes beyond basketball by offering real hope for struggling families through the simple but powerful gift of a washer.
Target Audience:
Mothers, parents and families in underserved communities, youth advocates, and everyday viewers who can relate to financial hardships, single parenting or the dream of a better future of their kids. Teenagers and everyday viewers who can relate to stories of struggle, hope and dreams.
Key Message:
“Hoops for Homes” isn’t just about Basketball, it is about the family, resilience and real-life support. Even one small win like a washer can change everything for a hardworking mom and her child.
The Goals:
- Build emotional connections through real life storytelling.
- Highlights Whirlpools community impact in a non-commercial way.
- Spread awareness of the Hoops for Homes initiative to both parents and teens.
- Inspire shares, likes and discussion on TikTok through relatable and inspiring content.
The Brand Voice and Tone:
The tone in this video is raw, gentle and hopeful. It speaks to viewers with emotional truth, portraying the daily exhaustion and quiet strength of a mother who wants the best for her children. The brand voice stays away from being overly polished. Instead, it is authentic, community-focused and emotionally resonant. It doesn’t try to sell anything but focuses on real experiences of hardworking families. The tone reflects the emotional weight of daily struggle, but also the small joys and sparks of hope that keep people going.
The Theme:
The story centers on how a small act of kindness or support is like receiving a washer. It can bring emotional relief to someone who truly needs it. It shows the power of a mother’s strength, a child’s dreams and how a community-based initiative like Hoops for Homes can be the turning point.
Justification of the Plan:
The video uses emotional storytelling to connect with viewers on a human level. The message of this TikTok Video is an emotional storytelling made to build empathy, connection and highlight the real-life impact of Derrick Coleman’s and Whirlpools “Hoops for Homes” initiative. By focusing on a hardworking single mother facing daily challenges, the video builds empathy and showcases how something as simple as washer can be a life changing reward. The story feels intimate and relatable, drawing in viewers who may see themselves or someone they love in the characters.
The structure of the video makes it easy to follow and emotionally powerful. It has a beginning (her struggle), middle (her son’s grind) and end (a spark of hope through the billboard).
1. Emotionally driven storytelling to build connection:
The video highlights story of a hardworking single mother and her son who’s striving for a better life which create a powerful emotional hook. It shows themes of parental sacrifice, hope and dreams, According to the class, emotional engagement is critical because story telling triggers oxytocin- a hormone responsible for trust and bonding making the story memorable and impactful. It also highlights that storytelling enhances digital experiences by creating narratives which resonates with people and build trust which this plan executes well by showing realistic struggles many families relate to.(Briscoe, Lecture: W14_A_Digital_Story_Telling_W25, Slide No. 4), (Briscoe, Lecture: W14_A_Digital_Story_Telling_W25, Slide No. 8)
2.Effective Short form structure:
The TikTok post follows a clear start-mid-end structure arc. The starting (mothers exhaustion), mid (son’s silent effort) and end (billboard hope moment). It perfectly aligns with the 30 second reel structure. This structure emphasizes the three part storytelling framework as it is important for strong viewer engagement in short videos. (Briscoe, Lecture: W14_B_Writing_for_Video_Reels_W25 Slide No. 32)
3.Platform specific engagement:
This plan is tailored to TikTok’s short form, emotional visual. Using overlay texts and visual cues helps to tell the story even without putting on the sound. It is essential since 85% of users watch video without sound. The format also is easy to follow which make it more likely to be watched, liked, shared and commented on. (Briscoe, Lecture: W14_B_Writing_for_Video_Reels_W25 Slide No. 45)
4.Reinforces Brand and its purpose clearly:
The key message “when you win, your family wins” directly ties back to the initiative’s values. It emphasizes the core messages which should reflect how the product and services enhance life. This video emphasizes on purpose of supporting families emotionally and practically. The Whirlpool and Derrick Coleman’s “Hoops for Homes” is presented as more than just sponsorship. It is a community lifeline whose storytelling transforms brand into something relevant. (Briscoe, Lecture: W14_B_Writing_for_Video_Reels_W25 Slide No. 25)
Therefore, this TikTok video plan successfully delivers an emotional and powerful story which aligns with both the brand message and audience. With the use of authentic storytelling, a relatable character and hopeful ending, it highlights true impact of the Derrick Coleman’s and Whirlpool initiative “Hoops for Homes”. The video perfectly fits the TikTok’s fast, visual and emotional format and also reinforces values of community without feeling like an ad. It creates a strong emotional connection with viewers while also awareing people about the initiative.
