4 - Now you are going to apply what you have learned in class. As per the class discussion, please provide me with three different headlines for the story (article in Question #3) and outline your reasoning(s) and explanation for each. Please ensure you base your answer on the different elements of headlines we spoke about in class. Please go into detail for each. (12 Marks)

Why Poppi gets cancelled for their Super Bowl campaign

I created this headline by brainstorming not only what makes a good headline but what would entice the target audience (someone like me) to get them to click on it? This headline is clear and to the point, is the ideal length of a headline (sixty characters), immediately draws attention, can be understood in any context and uses the explainer test.

This headline immediately draws attention. Poppi is a newer brand, and this will be their first “scandal.” They have made a bang in the influencer world and they quicky grew through collaborations with famous influencers like Alix Earle. It uses the target audience’s terminology relating to “cancelled culture” and instantly tells the viewer there is some sort of drama happening that instantly signals the news is controversial or bad. Cancelled also implies it is backlash being received by the public, not something that occurred inside the brand or a mistake they made but that the public has decided the brand messed up. Using this terminology will feel as though the article is targeted specifically to them and intrigue the readers to want to know more.

It is clear and to the point – “Poppi” is the clear focal point, and the context of the article is a given when reading the headline. It is not clever, it’s digestible. Furthermore, I am using the explainer tactic, the “Why” in the headline, makes the reader more curious as this leads the audience to believe I am providing them with important information and that this information will be given to them by reading the article.

Poppi Fans Are Disappointed after Super Bowl Campaign

With this headline, I tried to play on emotion. Instead of using terminology like “scandal” or “controversial” I decided to make it more personal to the fans and use the word “disappointing”. Using “Disappointed” in the headline instantly triggers an emotional response implying sadness, this makes the headline more relatable for the target audience and grabs their attention.

As they are the ones who will most likely be reading this article, I am trying to make it seem as though they are who i’m referring to in the article relating to this headline. By including “Poppi Fans” I am speaking directly to my target audience, letting them know this article is for them.

It also uses a sense of intrigue. Poppi fans (like me) who were unaware of all the controversy happening with this campaign will wonder why fans are disappointed and what led to fans being disappointed. Creating a sense of mystery will lead audience members to want to click on it for the simple fact that they will want to know what’s going on. The headline is also digestible. It is not vague, it does not leave room for confusion or guessing… Even though it sparks a sense of mystery, the headline is straightforward and easy to understand and consumers will know exactly what the article is regarding.

Poppis $800,000 Controversial Super Bowl Campaign

In this article they mention how Poppi’s vending machines were approximated to be $25,000 each – delivered to 32 people. With this, numbers are a great tool to use when creating headlines as the best headlines include numbers. Numbers naturally implicate a sense of realness and literacy as you are either stating a fact or a statistic regarding your specific topic. In this case using the number 800,000 will instantly spark a sense of intrigue due to 800,000 being such a large number in any context. But specifically in this case, as it relates to money, this draws even more attention due to the money spent on the campaign being such a large scale.  

Using terminology like “controversial” instantly draws attention, this suggests that there is something noteworthy in this article that sparks the curiosity of readers. “Controversial” is also a power word used to spark curiosity. With this headline my intention is to lead audience members to think “Huh! Eight hundred THOUSAND dollars?” “Super Bowl?, Oh my goodness, I have to know what this is about”. Furthermore, it is the ideal length of a headline (60 characters or less). Ensuring my headlines remain under 60 characters or less, ensures they will not get cut off. If a headline were to be over 60 characters, I would risk the potential of it being cut off, which could lead to confusion from my readers, resulting in lost viewers.

Lastly, for all three headlines I decided to include “Super Bowl Campaign,” as it is such a large-scale event. This also makes it more interesting to readers who might not usually care about things like a Poppi scandal. But, by relating it to the Super Bowl in every headline, it gives the viewers context as to what the scandal is about and brings a sense of relevance and timeliness. It could also potentially bring in a new audience who cares more about the Super Bowl than they do Poppi. Viewers might be more likely to click on something that references the Super Bowl compared to something that just references a brand that sells soda. Including “Super Bowl” in all three headlines is also an attention factor as it’s a major event watched by millions. As referenced in class, on top of the main hooks in all headlines, it’s another shiny hook that lures the fish.