Launch an influencer campaign for slow fashion labels
I scroll Instagram, TikTok, and YouTube under a fresh account if I’m marketing a slow fashion label. I try to put myself in this person’s shoes: the client's customer is US English, 25-36, already bounced off Shein hauls they feel sick about and a 'sustainable' drop that looked like every other drop, watches 'I am done with hauls' and mending videos on Sunday. Linger, save, like, and comment as if I were them. Once the algorithm is trained I take whoever keeps showing up. Ideally over 50k average views. Below that they quote $700 a post for 1k views. That’s a money sink.
You already have the client. You keep the retainer. I scroll Instagram, TikTok, and YouTube as your client's customer on real phones. Scout is $1,500/month. We find creators. Outreach is $2,500 if I should send the emails. Dealmaker is $5,000 if I should negotiate and paper the deal. Creator pay is extra. No demo. No download guarantee. I wrote the long version at How I find influencers.
Where people actually look
How I actually launch
01
Not a demographic. I have a closet of one-wear pieces and I still do not have a jacket for Tuesday. They already tried Shein they feel sick about, a sustainable drop that looked like the rest, and a thrift that did not fit. Skip the 800k haul creator who will wear the jacket once for a try-on. Adjacent is mending, closet repeats, not haul culture. Steal the brief if you want.
02
Fresh account. Real phones. Instagram, TikTok, and YouTube. Linger, save, like, comment as if I were them. Once the algorithm is trained I take whoever keeps showing up. Ideally over 50k average. Example: someone filming a pile of unworn haul clothes and then a jacket they actually wear. Signal: the same haul-shame face two Sundays.
03
I prefer email. The contact is usually in a bio that is a mending account or a tiny closet account, not a 40-brand Linktree. Just send a short note. Name a real video. Ask for the phone number. Don’t start the deal over email. Haul creators quote Shein-era rates on a margin that cannot pay them. If they won’t give a number, move on.
04
Pay $X for N posts with a floor of Y views. An example that is easy to hold: $2000 / 4 posts / 1M views. Then send the contract while it’s still fresh. The jacket in hand, not a lookbook PDF. Wear it Tuesday, show the code, show the size that is actually in stock.
Why most first slow fashion labels campaigns stall
01
Haul creators quote Shein-era rates on a margin that cannot pay them. You needed a lot of other names so you could move on. Haul-shame already has the client's audience; a small-batch cut needs the person who films repeats, not try-ons.
02
People tag #slowfashion when they want brands to find them. A database tells you who exists. Your customer lives in a feed you never opened. A studio lookbook with no Tuesday wear.
03
Many times I have read something unprofitable like “$700 a post” from a creator that gets 50k views. On a call I can explain a Minimum View Guarantee. Over email you just get the first number. Do not ask for a 10-outfit haul. Ask them to wear the jacket on a real Tuesday.
What you actually buy
Every plan includes the scrolling. Pay more and I do more of the emailing and the paperwork. Creator pay is extra. No demo. No download guarantee. The client's live product with real sizes in stock.
Scout
$1,500/month
We find creators.
Most people start here
Outreach
$2,500/month
We find relevant creators, and do outreach.
Dealmaker
$5,000/month
Outreach, then negotiation and contracts.
Billed monthly, cancel anytime. Creator compensation is not included. You approve every creator and every rate. Measurement is codes on a live small-batch SKU.
Questions
You can learn vocabulary that way. People tag what they want brands to find. I still scroll as your client's customer on a fresh account and take whoever keeps showing up. The method essay is How we find creators by scrolling a real TikTok avatar.
No. Anyone who does is lying or running paid. I do the scrolling and, on Outreach and Dealmaker, the contacting. You still approve every creator and every rate. Talent is extra. No demo. No download guarantee.
Haul creators quote Shein-era rates on a margin that cannot pay them. I want roughly 50k average views or the economics usually break. Below that, $700 a post for 1k views is a money sink. On a call I can explain a Minimum View Guarantee. Example: $2000 / 4 posts / 1M views. Over email you just get the first number. If they will not give a number, move on. If you do this right, ie at scale, you will have many other creators to choose from.
No. It is a different job. The tag is full of try-on haul talent who will treat a $180 jacket like a $18 one. I read the session your client's customer actually gets served. Product page for the general job: campaigns.