112 million Americans light their money on 🔥fire🔥 when they pay rent. Roots offers an attractive alternative...
As Roots nears its launch we want to build a witty and relatable content campaign to drive engagement right from the start.
To effectively and sustainably capture the engagement of our target demographic we have broken our proposal into 3 phases:
Defining a cohesive content language that fits organically with Roots culture and mission, then develop media based on our content language carefully crafted to relate to our target demographic.
A rollout strategy for ad buys and influencer promotion/sponsorships
Ongoing asset generation strategy to ensure a refined and consistent product experience
To effectively and sustainably capture the engagement of our target demographic we have broken our proposal into 3 phases. This treatment will focus on concepts for the first phase.
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Defining and develop media that fits organically with Roots culture, mission, and our target demographic.
A rollout strategy to drive engagement with social media ad-buys and influencer sponsorships
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Ongoing asset generation strategy to ensure a refined and consistent product experience
To effectively and sustainably capture the engagement of our target demographic we have broken our proposal into 3 phases:
Defining a cohesive content language that fits organically with Roots culture and mission, then develop media based on our content language carefully crafted to relate to our target demographic.
A rollout strategy for ad buys and influencer promotion/sponsorships
Ongoing asset generation strategy to ensure a refined and consistent product experience
For this proposal we will outline a conceptual starting point for the first phase: Asset Generation
All deliverables are planned and developed to fit a cohesive motif and story built around our video concepts.
✅ 5 promo videos with shorter cuts of each
✅ Photo set with each video
✅ Set of witty memes for advertising
✅ Set of neutral images for advertising
By project completion we will have a robust set of unique and relatable content to build on for the next phase.
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Video concepts are meant to serve as starting points for ideation. Complete screenplays will be developed during pre-production stage.
Length: ~30 seconds
This ad is designed to be funny and relatable to young people familiar with the classic stereotypes associated with millennials and their lifestyles.
Scene opens with millennial couple tending to their plants, dogs, and making kombucha.
Partner 1: "Hey don't forget we gotta pay the rent today"
Partner 2: "Oh yeah thanks for reminding me" and proceeds to grab a pile of money and throw it in the fireplace to burn.
Voiceover for close: "Stop lighting your money on fire, go to roots.house and earn equity with every rent payment or co-invest in real estate"
Production Includes:
15 second cut
Vertical version for mobile
Talent
A La Carte Est ~$7.1k
Length: ~1 min
Similar to video #1 this ad builds on the "money on fire" anchor and millennial stereotypes. This time ridiculing one of the most absurd tropes associated with young peoples struggle entering the home market. Often perpetrated by boomers.
Scene opens with young couple in the front yard of their rental house
Partner 1: Sitting in a lawn chair in front of a fire pit eating avocado toast and scrolling social media.
Partner 2: Hilariously dancing on the lawn making tik tok videos (background you hear tik toker saying ok Boomer).
Boomer couple walking along sidewalk in their neighborhood walk past our scene and see partner 1 throwing money into the fire pit, pouring lighter fluid on it and lighting it on fire.
Boomer 1: "What the hell are you doing?!"
Partner 1: "Oh nothing just paying rent".
Scene cuts back to boomers:
Boomer 2: "Maybe if they didn't eat so much avocado toast they could afford a house"
Voiceover: "Have your avocado toast and eat it too, go to roots.house to earn equity with every rent payment or co-invest in real estate"
Production Includes:
30 second cut
Vertical version for mobile
Talent
A La Carte Est ~$8.2k
Length: ~2min
Lauren walks us through a Roots home, tells us the background story of why Roots was started, and explains how the platform works to help young people gain equity.
Production Includes:
Editorial Style Video
Light infographic and animation overlay work.
Drone Work
A La Carte Est ~$4.5k
Length: ~1min
This Video is designed to appeal to those who wish to benefit off the real estate boom using Roots fractional investing.
Scene opens with two friends enjoying lunch together outside a cafe
Talent 1: Shown looking through housing listing to find something they can afford (setting a max price in search refinement)
Talent 2: "What are you doing?"
Talent 1: "I'm looking to get into real estate maybe find a fixer upper I can afford."
Talent 2: "I heard prices are really low in Southside park."
Talent 1: “Oh really”
In the final scene we see Talent 1 shaking hands with a Real Estate agent who says "Congratulations on your new home."
Camera tilts up to reveal a completely destroyed house.
Narrator: You don't have to buy the dip to get into real estate. become a roots.house co-investor and make money with fractional investing.
Production Includes:
30 second cut
Vertical version for mobile
Talent
A La Carte Est ~$5.8k
Length: ~30 seconds
This video continues to play on the more extreme measures young people must take to get through the barriers to entry in real estate and points to Roots as a market solution.
Talent 1: Scene opens with Talent scrolling on the Dark Web looking at black market kidney prices.
Talent 2: Walks up behind Talent 1 and says “What are looking at”
Talent 1: “Trying to make some money to invest in real estate.”
Narrator: Don't sell your kidneys for a downpayment. Become a roots.house co-investor and make money with fractional real estate investing.
Production Includes:
15 second cut
Vertical version for mobile
Talent
A La Carte Est ~$3.2k
We will develop a set of several static assets to compliment each video concept to be used as social media posts, ads, print media, and website.
Assuming all deliverables are being built simultaneously as a package
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Below are some alternate concepts that did not make the cut either for cost efficiency, practicality, or quality. However if any of these concepts stand out to you let us know and we can discuss developing them further.
Talent 1 walks into a butcher and asks for a few cuts of beef.
Butcher walks into the back and comes back out with a whole live cow and says that will be $10,000
Narrator: you don't have to buy the whole cow to get the beef, go to Roots.house and make money with fractional real estate investing.
Talent 1 and Talent 2 walking out of a coffee shop
Talent 2 says “Been doing intermittent fasting, Ive really embraced minimalism trying to save up to invest in real estate”
Talent 2 “We can go hang at my place”
Both turn the corner and Talent 2 opens the door to a van that they are clearly living out of
Final scene shows them cramped sitting at a table in the van
Narrator: You don't have to be a minimalist to afford real estate, Become a Roots.house co-investor and make money with fractional investing
Talent 1 and Talent 2 are working at a cafe
Talent 1 is looking through homes to invest in and says “I have so much FOMO about this housing boom”
Talent 2 “well get in on it, I did”
Talent 1 “I can't afford a down payment”
Talent 2 “you don't have to with roots.house you can co-invest and make money with fractional investing”
Talent 1 “huh wow”
Narrator: Stop doom scrolling and fight the FOMO with Roots
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