Based on your research, what social media platforms do you think they should target as it relates to your defined audiences (2), content and getting our message across for our specific campaign? Please justify your answer. (2 x 5 marks = 10 marks)
AUDIENCE A: early adopter tech professional
recommended platforms; X and Facebook
X….
X, formerly known as Twitter is a strong platform for audience A: (affluent male early adopter tech professionals who are 27 to 35 years old) because it matches the way that they consume tech information: casually, quickly and in real time. This audience is always keeping up with daily AI news, tech launches, debates about new products and the opinions of niche tech influencers. Since this particular audience already sees themselves as someone who is knowledgable about tech and enjoys staying privy to emerging technology, X is a great place to position WIZPR as a legit part of future AI interaction.
X is a platform that would be especially useful for:
- launch announcements
- News jacking AI stories that relate back to our message
- Real time conversations with founders, tech, influencers, and early adopters
- Product updates for both investors and potential buyers
The message we want to convey through this campaign is that the WZPR ring is not just another gadget. It is to be positioned as a useful tool, and the next interface for AI. This kind of message will communicate well on X because people there are interested and talking about new AI tools and productivity in the future of technology. It also helps the brand feel knowledgeable, current, niche and involved in the tech community.
Facebook….
Facebook will also be a valuable platform for this audience. Even though it may seem a bit less niche than X, Facebook still has extremely strong usage among millennials and higher income web users which aligns perfectly with our target audience.
A huge advantage of using Facebook is that it is a community based platform. Users on Facebook often join groups centred around a shared interest; in this case, technology, AI and productivity tools. This would create an environment where authentic conversations, recommendations and pure validation play role, and influencing purchase decisions.
This is important for audience a because they:
- Look for genuine reviews, and real world cases to make judgements about products ( especially ones that are newly released)
- Engage in tech discussions and are involved with the community
- Trust peer opinions, and early adopter feedback more than an ad from a brand
Facebook works well for this campaign in particular because it supports:
- Visual heavy posts with short captions
- Storytelling content
- posts that are Shareable/repostable
- Comment driven engagement
In the case of audience A, Facebook will be used to present relatable every day issues, such as messy notes, disorganized schedules, and missed meeting/appointments, then it will position the WZPR ring as the solution. Because this audience responds positively to testimonials and authenticity, Facebook gives the brand a space to blend human, community based message with educational content.
JUSTIFICATION…
using X in Facebook to connect to audience A will be effective for this campaign because it gives the brand both credibility, increased trust, and broad awareness. X assists in guiding the brand towards real AI and tech conversations where early adopters are active, meanwhile, Facebook helps get our core message to more people quickly and efficiently through relatable, engaging posts that build excitement and move the user towards the bottom of the funnel
AUDIENCE B: The privacy conscious professional
recommended platforms: LinkedIn and Insta
LinkedIn…
LinkedIn is the best platform for this audience because they’re demographic is primarily older professionals ( 45-55 years old) with busy schedules, a strong desire for increased productivity, and a need for trust before going through with a purchase. They are likely already using LinkedIn to read business content, network with others, and keep up with new tools and innovations.
LinkedIn would be a useful platform in emphasizing
- The rings ability to provide privacy and discretion
- Productivity benefit benefits
- Signals of trust, such as founders, awards, and other backing
- Business use example cases
This audience is not likely to be persuaded by hype alone, they want proof that the product is reliable, discreet, and will be useful in their everyday life. LinkedIn allows the brand to position itself as a serious, legit product rather than just trendy tech piece of junk. The messaging here will focus on private AI access, scheduling support, smart, home integration, and organization for busy professionals.
Instagram…
Instagram is another effective social media platform for audience B because it is a visuals first platform that helps us demonstrate how the WZPR ring can be integrated into a viewer’s lifestyle, and it’s beneficial features.
Instagram is useful for:
- Founder Q&A’s
- Reaching out to the brand directly through comments or DM
- Building trust through visual
- User generated or community based engagement (ex. comment section, story reposts)
- Carousels explaining discrete product functions and other features
- Storytelling through carousels
- Short form video content
- Visuals-first content with short captions
This is important because one of audience B’s largest concern is whether AI is able to be used discreetly and professionally in their own daily life. Instagram will give whisper an opportunity to communicate our message visually that the product is useful, subtle, and stylish without feeling like an intrusive ad.
JUSTIFICATION
Linkedin and instagram are the best combination in reaching audience b for this product because they balance visual product demonstration, and professional trust. LinkedIn will support logic based decision making and trust while Instagram supports education about features, user generated content, and direct engagement with the brand, which feels approachable and modern.
Based on the topics discussed in class as they relate to social media content and planning, please create two (2) Facebook posts for your revised Audience “A”:
a. Create a post promoting the product.
b. Create an engaging post that drives awareness and action (e.g., participation, sharing, excitement for the product, signing up for the waitlist).
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)
2 Facebook posts for audience “A” – early adopter tech professionals
Audience A – 27-35 year old tech engineer living in an urban environment with a busy schedule and struggles with organization in his daily life
Post A: Product Promotion Post
Description of visuals: Facebook feed static post with a high-quality photo of the WIZPR ring with lots of negative space.
Goal: this post goal is to promote the WIZPR ring by introducing it as a solution to a relatable problem that our audience has: disorganization in their fast paced work life
Post Copy (Caption):
Meet WIZPR – the AI ring built for professionals.
miss fewer details, organize faster, and keep your day moving without pulling out your phone.
Would you use this?
Criteria
- short caption (under 100 words)
- Messaging that highlights benefits (organization, and productivity)
- Question based call to action to drive comments without seeming pushy
- Visuals-first content (image of the ring)
- Professional yet relatable tone
Goal
The goal of this Facebook post is to promote the product encourage engagement and spark initial interest from our target audience
Justification
This post follows the best practices of Facebook content by keeping the caption short and easy to consume (KISS). Shorter posts perform better here because users scroll quickly and are more inclined to read if the caption is concise and the visuals do most of the work sending the message
The phrase “built for professionals” was used in this post because it immediately differentiates WIZPR from its competitor smart rings (aura, samsung ring) which focus mainly on fitness. This positioning is crucial because one of WIZPR’s strongest selling points is that it is designed for scheduling, notes, and productivity.
The messaging focuses on the product’s benefits rather than its technical features; it highlights, efficiency, workflow implementation, and organization- which are all issues for audience A
The call to action at the end of the caption- “ would you use this?” was deliberately written to invite the audience to comment and interact with the post without seeming too generic or annoying. According to our research, questions can increase engagement by approximately 23% making this ineffective method and generating comments, shares, and discussion.
Lastly, Facebook is a community based platform where users are able to engage with each other through opinions, shared experiences, and conversations. By asking a question at the end of the caption, the post invites users to participate in a discussion rather than scroll past the content, which helps increase visibility and increase awareness of the message organically.
Key elements…
- Awareness stage positioning
- Community based interactions
- Benefit driven messaging
- Short and concise high performing caption
- Question based CTA to boost engagement
MOCK UP….
Post B: Awareness & Engagement Post
Description: static Facebook feed post using a meme style image with a short, concise caption with a friendly tone.
Copy/ Caption
Your notes suck 😂
Organize your work with WZPR.
Tag a friend who sucks at taking notes.
Planning Criteria
- uses a bold hook to disrupt scrolling patterns
- short copy compared to visuals for optimized Facebook performance
- Encourages tagging and shares for reach
- Focuses on relatable frustrations of a disorganized schedule or work notes
- Humour based approach for higher engagement
Justification
This post is meant to feel more casual and shareable than the previous promotional one. Audience A (early tech adopters) spends time viewing tech based content on social media, but they also respond to content that feels relatable and entertaining. A funny hook, such as your notes suck, grabs attention instantly because you wouldn’t expect it from a brand. It also connects with a real problem this audience has in their daily life: disorganization.
A humourous approach makes the product and brand feel much more approachable, while the second line of the caption connects back to the WZPR rings solution. The CTA at the end, encouraging users to tag a friend helps grow our organic reach and builds outside awareness through user to user sharing, which is a key factor in growing a loyal consumer base during a launch campaign.
This post is also effective because it uses authenticity; rather than sounding overly corporate, polished or robotic, it sounds like something a real person would post. This aligns with our audiences mindset because they prefer peer reviews, authentic branding, and storytelling when they are considering purchasing a product. Our target audience will appreciate that the post feels more like storytelling than selling.
Key Elements
- Shareability
- Awareness stage focused
- Humour and relatability
- Strong, eye catching hook
- CTA that encourages an action
MOCK UP….
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 specific functions of the product.
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)
POST A – Carousel image Text description….
fully discreet
Hands-free
Totally optimized
WZPR ring
Caption….
Are other people listening when you talk to AI? 👂
Most AI are not discreet and lack security, but with WIZPR, your conversations are kept completely private. Speak freely, and totally hands-free.
Comment “WIZPR” to learn more!
- uses a pain point hook that plays on the fear of being listened to
- Emoji increases the likelihood of commenting by 33% according to discuss discussions in class (Scott Briscoe, W 12 – create perfect social media post(W26).pdf, slide 14)
- CTA designed to have engagement and let people learn more about the product
Justification:
With carousel format posts having an increased reach, we felt it was logical to create not just any carousel, but a memorable one. The carrousel is designed with fluidity in mind, feeling more like an interactive advertisement rather than a collection of photos. The context of the ad capitalizes on the fear of privacy from the target consumer and creates incentive to learn more.
Post B – story post
Description of on screen text – “ ask the founders a question about the WZPR ring⁉️ we will answer as many as we can!
visuals – image of the founder, smiling
- interactive Q&A section that gives the user the ability to get personal questions answered
- Feels more authentic and community driven
JUSTIFICATION…
The story post is designed with live interaction in mind. The Q&A gives users the opportunity to speak directly to the brand which feels authentic and personalized. It drives actions with the goal of creating engagement that builds the authority and reputations of the owners. This aligns with a bigger goal of the campaign, which is to position the WZPR ring as the next interface of AI and not just another gadget.
MOCK UPS….
WIZPR 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 of the audiences. Bonus marks if you create and submit the video. 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 marks for submitting videos
Revised secondary audience A: 45-55 year-old privacy conscious professional
*45-50 y/o guy appears on screen sitting in his car, wearing a dress shirt, he is speaking in an urgent, exciting tone*
“Did you know 1/3rd of Canadians Report Having A Poor Work/Life Balance ?!
I was at Canada’s Wonderland with my family and my phone was blowing up. Something went down at the office and they needed immediate attention. But these moments are important and I put my family first.
So, I bought this WIZPR ring the other day * quickly flashes ring* and it has let me send messages, set deadlines and move meetings around without even having to pull out my phone. I highly recommend this product if you want to be more in the moment but still effective in your professional life, check out the WIZPR Ring in the description.”
(Story telling time format with trending sound quietly in the background)
CAPTION: link to WZPR ring #storytime #smartring #ai
OUTLINE….
- opens with the speaker talking to his phone in his car to establish an authentic, natural setting. He has an urgent and excited tone
- He opens with a statistic that relates to our target audience (references a struggle with work/life balance )
- The man explains how work can interrupt important family time and the importance of being present in the moment
- Quick flash of the Ring
- Explains the reasons that the WIZPR ring offers a solution
- Ends with a genuine recommendation for users to click the link and buy their own as a CTA
DESTINATION…
organic TikTok feed/for you page, possibly a sponsored post
OUR GOAL…
The goal of this TikTok is to authentically connect with this audience by presenting them with a relatable daily struggle, and using someone who looks like them in a natural setting as the speaker and using a testimonial format. The TikTok video is meant to highlight the rings practicality, and it’s ability to support work/life balance and efficiency in professional life.
PLANNING CRITERIA……
- authentic storytelling format in a natural setting (car) from someone who represents our target persona
- Avoids overwhelming, the viewer and simply presents a relatable problem with the WZPR rings practical functions as a solution
- Exciting yet slightly urgent tone to grab attention
- Focuses on real life issues
JUSTIFICATION….
This TikTok concept is strong for our specific audiences needs because it closely aligns with their lifestyle and specific pain points. This audience is established and professional, they are not looking for another gadget or something flashy, they want something that is actually practical in their daily life and helps them save time , stay in the moment and help life feel more organized. We know that this is a prevalent issue for our audience.
By highlighting this tension between work and home life, this TikTok video helps to position the WZPR ring as a meaningful solution rather than just a fad. This combined with the authentic storytime formatting communicates that WZPR is not just about productivity at work, but also gaining control over your personal time and attention.
The use of a first person testimonial in a casual setting on TikTok feels natural, personal, and easy to watch rather than feeling like a traditional stiff ad.
KEY ELEMENTS…
- Discreet and convenient product positioning
- Testimonial style to show real life use
- Physical demonstration to show discreet functionality
- Awareness/consideration stage messaging
- Relatable storytelling
- relevant hashtags that will drive organic engagement
Revised secondary audience B: 27 to 35 year-old early tech adopter
Younger tech guy struggles to take and organize notes in meetings. Has used notion apps and finds them ineffective. After getting the WIZPR ring he loves how easy it is to take notes and record meetings and then have them all organized for him.
TIKTOK VIDEO DESCRIPTION….
*sleek looking 27-34 y/o guy appears on screen sitting in his car, wearing a dress shirt, he is speaking in an urgent, exciting tone*
“YOU SUCK at notes if you haven’t bought a WIZPR Ring yet. *pointing at user* ….
I was using note taking apps throughout school and meetings but I would get home and realize my notes were just a mess of words. Like what does “Talk to that guy” even mean? ( screen shot of jumbled notes appears on screen)
but after I got this guy *puts WIZPR ring up to the camera* Now I can remember everything that was talked about in the meeting and implement it into my workflow. I seriously can’t stop using this thing, click the link and up your note taking game.”
Caption: link to WIZPR ring #notetakingapps #ai #smartring
OUTLINE….
- opens with a bold hook, consistent with our other social posts. “ YOU SUCK at notes if you haven’t bought a WZPR ring yet”
- The man explains how working with regular notetaking apps is quite unhelpful and messy
- Shows a quick screenshot of messy notes
- Displays the ring on his own finger to show it’s sleek design and then explains how useful it is in his daily life and why
- Ends with a genuine recommendation for users to click the link and buy their own as a CTA
DESTINATION…
organic TikTok feed/for you page, possibly a sponsored post
OUR GOAL…
our goal here was to build awareness with our target audience by recognizing a daily struggle that they most likely have (disorganized notes). We wanted to make our message more memorable by highlighting one clear product benefit that will strongly resonate with users.
PLANNING CRITERIA……
- Shocking hook in the first few seconds to disrupt scrolling
- authentic storytelling format in a natural setting (car) from someone who represents our target persona
- Avoids overwhelming, the viewer and simply presents a relatable problem with a clear benefit that the WZPR ring has: organized notetaking, as a solution
- Exciting yet slightly urgent tone to grab attention
- Focuses on real life issues
- Include a direct CTA which directs users to a product link
JUSTIFICATION….
this TikTok ad concept is effective for this specific audience because it directly speaks to one of their biggest frustrations in their busy work life: disorganized notes. Audience B will have only have interest in a tool like this if they can genuinely it use every day for work to save time, improve workflow, and help them feel more organized. By directly addressing poor organization and disorganized notes, the video calls out a pain point that this audience feels.
The use of a first person testimonial in a casual setting on TikTok feels natural, personal, and easy to watch rather than feeling like a traditional stiff ad. This aligns with audience B because they prefer an authentic opinion coming from someone who has similar issues to them over polished and salesy language.
This concept also supports the brands general campaign goals. They want to highlight value, educate, and decrease scepticism around a new type of wearable AI, they don’t want it to feel like another gadget/fad. Showing how it helps a real person in their daily life makes the ring feel more tangible and accessible. Instead of making the WZPR ring feel like a weird futuristic gadget that is out of reach, the video presents it as a useful every day tool that seamlessly fits into a professional’s work life.
KEY ELEMENTS…
- Shocking, scroll disrupting hook
- Testimonial style to show real life use
- Physical demonstration to show sleek look and accessibility
- Awareness stage messaging
- Relatable storytelling
- relevant hashtags that will drive organic engagement
Please create two tweets (for X) based on the Facebook posts in question #2. Explain what you did differently, outline your planning criteria, and justify your goal, reasoning, and key elements. Don’t forget to include your reasoning and goals for each. (10 x 2 = 20 marks)
Tweet #1 Copy
Falling behind in meetings? Missing details at work?
The WZPR ring helps you instantly capture ideas, set reminders and keep life organized – without even pulling out your phone
Would you use this?
link: link here
What was done differently from Facebook?
the original Facebook post relies more on engaging visuals, as well as a longer, more descriptive caption, this was changed to fit the more quick and direct content style that the app is known for. This version focuses on short and concise text that clearly delivers a message using as little words as possible while keeping our specific audience engaged.
The post begins by immediately addressing a common problem in our target audiences daily life at work – feeling disorganized: “falling behind in meetings? Missing small details at work?” this is designed to immediately catch their eye and position our product as a solution to that problem. The question based format was used to improve readability and break The audience’s scrolling pattern.
The same question based ending was used to wrap up the tweet to encourage engagement in the comment section or even shares/reposts: “would you use this?”. this will be even more effective in driving interaction because of the nature of retweets and reposts on x.
We also highlighted a useful benefit of this product for this specific audience in a short body paragraph, which is that it allows them to instantly capture notes without pulling out their phone or loudly talking to Siri: The WZPR ring helps you instantly capture ideas, set reminders and keep life organized – without even pulling out your phone
Planning criteria…
audience fit – this post is aimed at our first audience: 27 to 35 year-old tech professional professionals who are male and struggle with organization in their daily work life. The opening hook sentence directly speaks to them by expressing their real life issues, making WZPR‘s content immediately catch their eye.
Our goal – the main objective here is to gain awareness of the WZPR ring and increased engagement on X. We also want to increased waitlist sign ups. I highlighting WZPR’s ability to seamlessly solve problems in the users daily life, the post encourages interest in the product and interaction with the post.
Content format – we chose to use a problem-solution format for this post because as mentioned above, a pain point for this audience is that they may consider the WZPR ring just another gadget, to avoid this we want to position the WZPR ring as something that they can actually use in their daily life and to assist them at work. The problem is clearly stated in the first line, followed by a clear explanation of how the ring can help them.
Messaging strategy – the messaging in this particular post focuses on the ring’s benefits rather than it’s technical features. This was chosen because the technical features would be investigated by the user after they are hooked in by hearing how the ring can help them. Technical features are not usually something that catches the eye off the bat.
The benefits highlighted include…
- hands-free convenience
- Increased productivity
- Better organization
Tone and voice for X – The tone on this post is concise and professional, yet relatable. It avoids language that tries to sound to wordy/smart. By not overcompensating in this way. It supports the campaign’s goal of positioning the brand as credible and knowledgable rather than just a fad.
Call to action – a dual call to action was used for this post:
“ would you use this?” —-> encourages the audience to engage with the post through comments, replies, or repost
waitlist : link —-> drives them to sign up for the waitlist, which will increase key KPI‘s (conversion rates)
Adjustment for Platform
The post was adjusted and optimized to perform well on X by….
- Leading with a strong hook
- Breaking content into short lines for a readability
- Using plain language in short, concise sentences
- Encouraging users to interact with the post to increase awareness of this campaign
Tweet #2 Copy
Your notes suck 😞
Fix it with this hands-free AI ring
Instantly set reminders, capture, notes, and keep your life in check – all without missing a beat
How would you use the WZPR ring?
Best answers will get reposted ⭐️
Waitlist: link here
What was done differently from Facebook?
While our Facebook post relied on a meme style picture to catch the users eye and encourage users to tag their friends, this version is changed to focus on more reply/retweet based engagement, which is far more effective on X. The post was also adjusted to better suit the text- first nature of X content.
The eye-catching, humour based hook: “your notes suck” was kept to keep consistency with the original post. The call to action line was changed from Tag friend who’s notes suck to how would you use the WZPR ring? This was done to directly ask the audience a question and encourage them to respond to the post and think about how they could use it in their daily life.
Planning criteria
our goal… our primary goal, as supported by the hook and question at the end is to drive engagement (replies/retweet/comments). The secondary goal is to highlight the benefits of the WZPR ring, particularly in daily productivity and organization.
audience fit… this post was designed to target a 27 to 35 year-old male tech professional who is an early adopter and follows niche tech accounts on Twitter to keep up with AI news and new products. In their daily life, they struggle with managing multiple tasks and organizing their workflow. Our opening statement is meant to highlight a relatable issue with their life (feeling like their notes/organization is messy) which makes the content following it relevant and engaging
Messaging strategy… rather than focussing on technical features off the bat, this post emphasizes real life benefits that the audience can gain from using the ring.…
- hands-free convenience
- Increased productivity
- Better organization
- Setting reminders as soon as they come to the brain
Content format… this post relies heavily on a strong hook first, designed to disrupt scrolling patterns. This is followed by a paragraph offering the WZPR ring as the solution to their daily problem by highlighting its benefits. To finish it off, we directly ask the audience a question to invite deeper thinking and engagement.
Tone and voice… to help the brand feel more like a real, approachable person, we chose a casual, relatable and slightly humourous tone. This works for our target audience because they prefer content that reads less corporate/stiff and more like a one-on-one conversation between knowledgable peers.
Call to action… the CTA : “how would you use the WZPR ring?” Is designed to encourage replies. We chose to ask a question because a statistic we learned in class said that it is much more effective than simply telling the audience what to do. The question we are asking also feels genuine and not desperate or pushy.
It is also designed to increase engagement through offering an incentive – “ best answers will be reposted”
we also added a link to the waitlist to create curiosity and anticipation for the release. This also creates a measurable conversion rate for this post and aligns with the brands goal of getting more people to sign up for the waitlist.
Overall, this multilevel CTA supports both increased product awareness through replies/repost and increased lead generation.
Adjustment for a platform… this post was adjusted and optimized for X by:
- leading with a strong hook, that pokes fun at the audience to capture attention and establish a more casual tone.
- Writing short and concise content that uses as little words as possible for scanability
- Breaking content into short, digestible lines for readability
- Encouraging X- specific replies to grow organic reach and brand awareness
justification of key elements
Bold hook… immediately catches the users eye and make them stop scrolling
Highlighting a daily pain point… connects deeper with our audience and make them consider the WZPR as a real solution
Benefit driven writing… clearly communicates what the WZPR ring actually does and how it can solve their problems
Incentive… telling users that the best replies will be reposted sparks more motivation in them because they want to “beat” others.
Concise/broken down structure…. Aligns with how people consume content on X. It also follows our many class discussions about the way people read content on the web – they scan they do not read.
Reply- based CTA… increases organic exposure to the post and encourages genuine conversations about the WZPR ring.
MOCKUPS….
