thredUP Direct Response Video Project
Drive consumers to sign up & ultimately make a purchase on thredUP.

Due January 16th, 2018 - 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.

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.

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 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.

Click the link below for Official Rules and more details.


Pitch Awards (Submissions due 1/16/18)
The FOUR 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.

Video Awards (Due 2/19/18)
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, the judges will score the FOUR Pitch winners’ videos to determine the standings for the Video Phase. 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.

Open to US residents that are Tongal community members (it's free to register!), ages 13 and older.

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