First ankle weights campaign checklist

A first ankle weights campaign at founder scale. Numbered so you can stop lying to yourself about which step you skipped.

Confirm a live pair in stock, weight and closure named actually closes. Creators cannot fix packaging.
Write the avatar in a sentence: US English, 22-36, already bounced off a pair that dug in on a walk and a TikTok Shop mystery weight, watches ‘these dug into my ankle’ and walking-pad videos in a living room, no body claims.
Write the problem in their mouth: They were 2lb in the listing and they still left a red line, and then they slid.
Write what they already quit: a pair that dug in, a mystery Shop weight, and a pair that slid down.
Write what they watch: dug-in-ankle, walking-pad, mystery-weight, ‘they slid down the hallway’.
Write the reject: the 2M walking-pad creator whose whole grid is before-after bodies.
Write adjacent so the phone does not smear: walking-pad, dug-in, not weight-loss claims.
Put that sentence into the brief
Scroll as them on a fresh Instagram, TikTok, and YouTube account. Example to look for: someone showing a red line after a 20-minute walk. Signal: the same red-line face two walks.
Keep a 50k average-view floor. Below that, $700 a post for 1k views is a money sink.
Skip #ankleweights as a roster method.
Email. The contact is usually in a small walk-vlog bio, not a transformation storefront. Name a real video. Ask for the phone number.
If they won’t give a number, move on. Walking-pad accounts quote fitness-haul rates.
On the call, Minimum View Guarantee. Example: $2000 / 4 posts / 1M views. Talent extra.
Send the contract while the yes is still warm. Scout $1,500 / Outreach $2,500 / Dealmaker $5,000.
The pair on a real walk, not a studio.
Tell them what to film: walk 20 minutes, show they stayed put, drop the code. No outcomes. Do not ask for a before-after. Ask them to walk 20 minutes and show the ankle.
Give each creator their own code. Unique codes, not a body claim.
Do not run a launch day on the same morning if you wanted isolation.
Two follow-ups, then stop. If you do this right, ie at scale, you will have many other creators to choose from.

Doing the scroll by hand is kind of soul-crushing. Like a before-after and you will get talent you cannot run claims with. No demo. No download guarantee. You approve every creator and every rate.

Dug-in rants already have the audience; a live 2lb pair with a named closure is the demo. No before-after.

First ankle weights campaign checklist

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