The perfect gift does a lot more than put a smile on the recipient's face, but the more specific someone's personality, interests, or tastes are, the harder it can be to find the perfect gift for them. That's why lululemon is turning to the Tongal community to create gift guide videos for super specific personas that will lend some gifting guidance to their guests this holiday season.
In this social series, lululemon ambassadors will share which lululemon products would be on their ultimate holiday wishlists based on their specific interests and personalities, provided by lululemon. The goal will be to create shoppable & social gift guides that make getting the perfect gift for everyone on your list simple and easy this year. Think of how lighthearted humor and engaging energy can be used to describe lululemon products through the cool, trusted voice of lululemon ambassadors.
We're looking for thumb-stopping and actionable content that helps guests identify everyone on their list through the personas below, and provides trustworthy gifting guides for each of those recipients. Your Pitch should explain how you plan to make engaging, social-first content that adds value for someone looking for gifting help this holiday season. lululemon will choose the product, but outline a plan on how you'll use video, GIFs, and more to bring gifting guides to life for the four key personas:
Personas:
- Gifts for the Sweat Enthusiast
- Gifts for the Jetsetter
- All Things Cozy
- lululemon fanatics and their Top Gift Selections
Your pitch will need to combine three key components:
- Creative templates for 4 weeks of content – how will you tell these stories through the deliverables outlined below?
- Unique executions for IG Feed and IG Stories across @lululemon and @lululemonmen
- Your creative approach to storytelling around the Personas through the voices of the ambassadors (exact talent TBD by lululemon)
Furthermore, all content will need to be produced in/around one of the following major cities:
- Toronto
- New York
- Los Angeles
- Vancouver
DELIVERABLES:
- 16 total pieces of video content:
- 4 IG Feed Pieces for @lululemon (1 per Persona)
- 4 IG Feed Pieces for @lululemonmen (1 per Persona)
- 4 IG Story Pieces for @lululemon (1 per Persona)
- 4 IG Story Pieces for @lululemonmen (1 per Persona)
- Each week will feature at least one ambassador and specific lululemon products within each Persona guide
- Content for @lululemon should have more of a dual-gender focus, while content for @lululemonmen should be more male-centric
- 24 photographs/GIFs (stills pulled from footage)
TIMELINE: You will need to plan to shoot all content the week of 11/11. The deliverables will then be subject to a rolling delivery schedule throughout November & December to hit specific go-live dates. For the full project timeline please see the Assets section.
EXPOSURE:
TARGET AUDIENCE:
- Gift-givers looking for shopping inspiration during the holiday season
- lululemon guests/social audience – men and women 18–34
TONE:
- Voice: the cool, trusted friend. Optimistic, energetic, and vibrant
- Bold, Spirited, Real. Emphasis on Spirited – fun, playful, witty, entertaining
- Inspiring, convenient, exciting
EXECUTIONAL MANDATORIES:
- Videos will need to be produced in/around the Toronto, New York, Los Angeles, or Vancouver areas. Please specify your preference in your pitch.
- The greenlit filmmaker will be responsible for any travel costs for their crew.
- Pitches must outline your unique approach to both the IG Stories and IG In-Feed as separate assets.
- Pitches should also outline (and give examples!) of how your content would vary from @lululemon to @lululemonmen
- Pitches must outline and describe the deliverables in the order they are listed above, and how they would apply to a 4 week calendar
- Your team is very important on this project! You will need to include a full team breakdown in your pitch, including a wardrobe stylist with experience in the active/athletic wear category, as well as an editor with ample experience creating assets for social
- Please note that talent, wardrobe, and product will be provided, but you will be responsible for scripting the narrative in each piece of content.
- Though not required, we recommend you follow the below order for your pitch:
- Title Page
- Table of Contents
- Filmmaker Introduction Statement
- Creative Approach Introduction
- Overview of Creative Approach By Deliverables (differences in format - IG In-Feed vs IG Stories, and differences in channel - @lululemon vs @lululemonmen)
- Sample Content Breakdown (essentially a sample breakdown of executions for a week of content; so 1) In-Feed Video for @lululemon, 1) In-Feed Video for @lululemonmen, 1) IG Stories Video for @lululemon, and 1) IG Stories Video for @lululemonmen)
- Look & Feel
- Typography / Motion Graphics Examples (if applicable)
- Sample Locations / Setups (if applicable)
- Production Team
- Production Plan / Logistics
OPEN BID:
- This is an open bid project, so you will get to set your own budget proposal within the $40,000-$50,000 range. The Sponsor is interested in seeing tiered pricing options, so please feel free to submit various versions of your pitch at budget, target, and reach price points within that price range.
- By participating in this open bid project, creators acknowledge that the Sponsor is under no obligation to greenlight a bid. Though most open bid projects on our platform do move forward with a greenlit bid, we will notify you in the event the Sponsor decides not to fund any bids via the project forum. Regardless of the result, all open bid submissions will be reviewed and evaluated by the Sponsor and the project team.
- Talent, wardrobe, and product will be provided and do not need to be considered in your budgets.
In order to be considered for this project, you must include the below materials in your pitch submission. For examples of effective pitches, check out this gallery.
- TEXT (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this video.
- TREATMENT (REQUIRED): A detailed narrative description of what's going to happen in the video. If it's helpful to you, we've provided a treatment template, which you can find here.
- TEAM BREAKDOWN (REQUIRED) : A breakdown of the key members of your crew (DP, director, editor, photographer) and examples of their past work. All photographers and editors MUST have previous work experience in social content. Your photographer should have experience photographing exercise/athletic activity. You must include this at the end of your treatment.
- LOCATION PREFERENCE (REQUIRED): Select your preferred location from the dropdown. If you are open to more than one location option, please select "Multiple" and specify order of preference in your treatment.
- BUDGET (REQUIRED): This is an open bid project, so you’ll get to set your overall budget proposal. You can download the budget template here. The Sponsor would like each producer to create 16 pieces of video content and 24 photographs/GIFs with a total budget range of $40,000–50,000.
- LINKS (REQUIRED): To your previous video work. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.
- WARDROBE STYLIST (REQUIRED): This project requires wardrobe stylist approval before filmmakers move onto the Video Phase. Your stylist MUST have experience working in the athletic/activewear category. You must submit your planned stylist with your pitch submission. Once your pitch is greenlit, the Sponsor may either approve your stylist or ask you to submit a new one for approval.
- SCRIPT (Optional): This should include dialogue from the video you intend to create.
- STORYBOARDS (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across. You can download the Tongal storyboard template here.
- PITCH VIDEO (Optional): This is your opportunity to be face-to-face with the Sponsor and show them what you're capable of. Consider submitting a pitch video in which you tell the Sponsor what they can expect should they choose your pitch. Also, test videos, animatics, etc. are welcome. For some examples of effective Pitch videos, check out this gallery. All Pitches will remain private until after the Sponsor gives creator(s) the green light to move forward.