thredUP is not your typical thrift store. thredUP is the world’s largest online secondhand shopping destination with thousands of like-new styles from your favorite brands at up to 90% off retail. With over 15,000 new arrivals added to the site every day, anyone could find high-quality used women’s clothing and used children’s clothing from fashionable closets across the country.

Working with Tongal, thredUp is looking for creators to pitch and execute a series of direct response videos to drive consumers to sign up and ultimately make a purchase on the site.

What’s a direct response video?

In a direct response video, the focus should be on content that is arresting in the feed (Facebook), content that is surprising enough to make consumers want to stop and click, and content that feels channel authentic. The video should message why consumers should shop with thredUP and what thredUP could offer them in a surprising and unexpected way. Direct response is all about grabbing the consumer’s attention upfront; branding moments should come closer to the end.

Interested? Please see below for more details.

• FOUR (4) pitch winners will be selected and each will have an opportunity to create a series of TWO-THREE (2-3) videos (6 to 30-seconds in length with 4 variations each).
• While you are creating the 2-3 base assets, you will be asked to create four versions of each asset (ie. different on-screen text, different end cards etc.).
• Out of the FOUR (4) pitch winners, the creator who creates the best performing video will win a $5,000 bonus.
• This project is Facebook specific, please check out Facebook best practices in the Project Objectives section and in Assets.
• Videos should be designed to be in the 1:1 aspect ratio prior to production instead of trying to do it after the fact.
• All videos should be subtitled.
• When casting, think about actresses who look approachable and relatable. Also focus on diversity (age, shape, style, ethnicity).

The main takeaway from the videos should be:

“I should shop thredUP because I can get phenomenal value and deals on the quality brands and categories that I love, all in one place.”

Additional takeaways:

• Showcase savings: By shopping secondhand you can save up to 90% on all your favorite brands. Fill your closet with all your favorite brands and categories without emptying your wallet.
• Showcase unique value: We’re Not Your Typical thrift store. We value quality above all else, all of our clothes are rigorously reviewed for quality and 25% of our inventory is brand new with tags.
• Showcase variety: With over 25,000 brands, we have something for every style, shape, and age.
• Developing a sense of urgency: Now, Today and having a strong call-to-action: Shop, Explore, Discover.
• Generate interest about thredUP and show, not tell, users what thredUP is.

 

Brand Pillars:

• Convenience: Finding deals can be exhausting. Whether it’s digging through racks at TJ Maxx or your local thrift shop, 60% of bargain hunters report that discount shopping is too much work. Enter thredUP—where you can shop thousands of low-priced styles from the comfort of your couch. Thrift is the smart way to shop and thredUP is the easiest way to do it.
• Value: It pays to be in the know. Want to shop brand names for less money? Boom. Done. thredUP offers the lowest prices on your favorite brands. Period. It’s where all your savvy friends are scoring their gems, and where the deal detector mode is always on.
• Variety: thredUP is not your typical retail store. Walk into any department store or retailer at any given time, and it’s all cookie-cutter fashion. At thredUP, you can cultivate and celebrate your individual style and create unique looks with convenient access to so many brands (over 35,000!), styles, and trends that span the seasons. thredUP gives you access to coveted closets all across the country. Mix new with old. Mix high with low. Mix this season with 10 seasons ago.

Videos should address the following questions: 

• What problem are we solving for the customer?
• Why should they shop with us?

• What do we offer (up to 90% off your favorite brands)?
• Who are we (the largest online thrift store)? 

The goal of this project is to create FOUR (4) suites of 2-3 direct response videos (6 to 30-seconds in length with 4 variations each) to drive consumers to sign up and ultimately make a purchase on thredUP.

Brand Personality:

• Who We Are thredUP is the leading marketplace to buy and sell like-new women’s and kids’ clothing.
• What We Do Offer unsurpassed value, the largest collection of brands anywhere, and convenience for both buyer and seller.
• Purpose By inspiring people to live differently–use less, find joy, have fun, liveUP–we are creating a lifestyle choice people are proud to be a part of. To live in an UP world where thredUP is the right thing to do for you, your wallet, your family, and our planet. Be a force for change. Inspire others. Be an example of how a new generation shops and lives.

--Key Marketing Messages:

• Think Secondhand First
• Brands You Love up to 90% off
• Not Your Typical Thrift Store
• Explore the World’s Largest Online Thrift Store
• Discover thousands of like-new arrivals

--Target Audience:

• 18-55 moms and/or young and hip women

--Executional Mandatories:

• Please include a legal disclaimer for category pricing: “while supplies last” or “subject to availability”
• Please include a legal disclaimer for comparison pricing: “est. retail price”

--Tone: Empowering, Clear, Honest, Inspiring, Friendly, Fun, Optimistic, Smart

 

--Exposure: Facebook

-- Product: thredUP will provide site credit to pitch winners.

Their most successful brands on ads have been:

• J. Crew
• Loft
• Gap
• Forever 21
• Kate Spade
• Zara
• Tory Burch
• H&M
• American Eagles Outfitters
• Anthropologie
• Free People

Their most successful categories are:

• Dresses
• Handbags
• Heels
• Seasonally relevant categories

Bright colored clothing that stops the consumer in her feed seems to resonate the most. The looks should feel attainable but inspirational but not too elevated or coastal.

 

Inspiration 

Showcasing an array of brands and price points: 

• https://www.ispot.tv/ad/7DxN/kohls-friends-and-family-discount-this-weekend
• https://www.ispot.tv/ad/wrRt/jcpenney-holiday-challenge-beat-your-budget
• https://www.youtube.com/watch?v=pnQNOSy9MsY&index=6&list=PL49VV18KYYOOqthqX8WS31YGDXkAn6fD8
• https://www.ispot.tv/ad/wtmO/jcpenney-shop-summer-fashion-2017-trends-and-styles

Showcasing a breadth of styles and products:

• https://www.facebook.com/stitchfix/videos/1658211274264490/
• https://www.facebook.com/stitchfix/videos/1139257799493176/

Great tone and seasonal relevance:

• https://www.ispot.tv/ad/wjG8/wish-amazing-things-fashion
• https://www.ispot.tv/ad/A4sd/old-navy-hi-fashion-spring-into-the-collection-song-by-shamir

Great comedic tone and relevance:

• https://www.youtube.com/watch?v=_GUgKcdmb4k
• https://www.ispot.tv/ad/7KNt/marshalls-sticker-shock

Facebook Best Practices

• The first few seconds are the most important so consider leading with a hook, or telling your story in a non-linear manner. The introduction to the video is critical, and slow builds do not work in the Facebook platform. You might also consider using a "Trailer" approach with 2-3 lines of copy up front to frame/present the video.
• Don’t Bury the Lead. Introduce the brand in the first 3 seconds, however the brand should be introduced cleverly and NOT via a standard product beauty shot.

 

• Storytelling needs to be driven by visuals so you should be able to convey the important parts of the story without relying on sound at all. Tell visually engaging stories, and try to give your video a constant rhythm. Use text graphics, new frames, characters and settings to move the story forward. It is recommended that something visually happens every 3-5 seconds.

 

• Shoot your video with a 1:1 square aspect ratio in mind. Don’t put yourself in a position where you’re cropping out important visuals in post-production because you shot in 16:9 or widescreen. Embrace the format.

 

• Use a Call-to-Action to invite people to a website or follow a hashtag

 

• Review your edits on a mobile device. You really need to do this because 90% or more of the audience will be viewing your video on their phone.

This project will be worth a total of $25,000 and consists of THREE (3) phases, a Pitch Phase, a Video Phase and a Revisions Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: PITCH - Submit your pitch (What is a Pitch Phase?) convincing the sponsor why you should be selected to execute a suite of videos using:

• Text (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute these videos.
• 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.
• Treatment (REQUIRED): A detailed narrative description of what’s going to happen in the video.
• 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.
• Headshots/Casting Boards (Optional): Casting notes or concepts, headshots of actors, etc.
• Pitch Video (Optional): This is your opportunity to show us 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.

 

The FOUR (4) most compelling pitches will be selected and, upon submitting the winner’s affidavit and the IP assignment, will each receive $2,500 to help create the video. Additionally, upon submitting a video that satisfies the criteria laid out in your winning pitch, the pitch winners will also be GUARANTEED a winning place in the subsequent Video Phase. So, if your pitch is selected and you execute your pitch effectively in your video submission, you will win an additional $2,500 at a minimum. The creator who creates the best performing video will win a $5,000 bonus. For an example of an effective pitch, check out The Indie Machines winning “3 Artists & 5,000 LEGOs” Pitch video. All pitches will remain private until after the winner of the Video Phase is announced and the project is complete.    

 

PHASE 2: VIDEO - The pitch winners will each create 2-3 direct response videos (6 to 30-seconds in length with 4 variations each) based upon his/her winning pitch.

After revisions are completed (see the Revisions Phase details for more information), the judges will score the FOUR (4) Pitch winners’ videos to determine the standings for the Video Phase.

--Video Phase Payout: Winners of the Video Phase will earn the following prizes: 1st place - 4th place $2,500. The creator who creates the best performing video will win a $5,000 bonus.

 

--Music: Tongal has partnered with three premiere music providers: Jingle Punks, Killer Tracks and Epidemic Sound, any of which can be used to source music for your Video submission to this Project. Music from these providers is available to registered Tongal members at no charge solely for their incorporation into Submissions to this Project and will not require a separate Music Release Form. To learn more about using each of these music providers, click on any of the provider’s names above.

Tongal members interested in a more customized music solution for your project are invited to connect with our partner Score A Score. Email a brief description of your project (timing, creative, budget, etc.), along with any specific music direction and/or references to their creative team at music@scoreascore.com and include “Tongal Project - Your Name” in the subject line. Their creative team will be in touch within a few minutes to discuss the simple process and options with you. Please note that you will be responsible for the fees associated with using Score A Score.

If you are selected as a winner and choose to use custom/original music, you must fill out and submit our Music Release Form. If you obtain music from third-party catalog providers, you must purchase the appropriate license at your own expense and submit it with your license purchase receipt when you turn in your Video paperwork.

PHASE 3: REVISIONS - Once the Video Phase has closed, the winning submitters will enter the Revisions Phase (What is a Revisions Phase?). During this phase, filmmakers will perform reasonable edits on their videos according to the sponsor’s feedback. Once the videos are finalized, the sponsor will rank the videos and winners will be announced.

1. The videos MUST not exceed 30-seconds in length. Preferred format for upload to the Tongal website is HD 720p 16x9. Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX. Should you win, you will also be required to provide a 1080p .mov master file, using a ProRes, animation, or uncompressed codec.

2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

3. In the event you utilize any third party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third party materials and provide such license and consent forms to Tongal.

 

4. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

5. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of sponsor.

6. Submissions must not portray sponsor in a negative way, the determination of which will solely reside with sponsor.

7. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

8. Videos must be in the English language or subtitled.

9. Limit 5 submissions per member, per phase.

10. You must be at least thirteen (13) years or older to enter.

11. The Sponsor reserves the right to repost the contest at their discretion.

12. In addition to the judging criteria stated in the OFFICIAL RULES, pitches will also be evaluated on that member’s ability to execute the final video based on their prior work and experience as a filmmaker[and insert any additional judging criteria stated in the Deal Memo].

13. The sponsor will be entitled to reasonable revisions on the finished video(s) without providing additional compensation. Remember it’s easier to re-edit than re-shoot so try to get as much coverage as possible.

14. In addition to the standard Tongal W-9, winner affidavit, and IP assignment, winning video creators MUST also provide talent, location, music (or other) releases for all assets appearing in their winning videos, as well as a photograph/headshot  OR copy of a photo ID for all on-camera talent releases. You must also provide all project files, editing sequences and a 1080p .mov master file, using a ProRes, animation, or uncompressed codec to claim your prize.

15. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the official rules, the terms and conditions of these requirements