First baby gear brands campaign checklist

A first baby gear brands campaign at founder scale. Numbered so you can stop lying to yourself about which step you skipped.

Confirm the client’s live parent-facing product page actually closes. Creators cannot fix packaging.
Write the avatar in a sentence: the client’s customer is a US English parent, 28-40, already bounced off a registry they regret and a Facebook-group recommendation that broke, watches ‘I bought the wrong stroller’ and 3am-gear-rage videos after bedtime, never kid-directed content.
Write the problem in their mouth: The Facebook group swore by it and I am in a parking lot fighting the fold.
Write what they already quit: a registry they regret, a Facebook-group rec that broke, and a cheaper Amazon version that failed.
Write what they watch: wrong-stroller, 3am-gear-rage, registry-regret, Facebook-group-lies.
Write the reject: the family vlog that puts a baby on camera for a brand deal.
Write adjacent so the phone does not smear: registry regret, 3am rage, not kidfluencer and not ads to children.
Put that sentence into the brief
Scroll as them on a fresh Instagram, TikTok, and YouTube account. Example to look for: a parent in a parking lot fighting a stroller fold with no child featured as talent. Signal: the same after-bedtime gear-rage face two nights.
Keep a 50k average-view floor. Below that, $700 a post for 1k views is a money sink.
Skip #momtok as a roster method.
Email. The contact is usually in a clearly-adult parent-creator bio. Name a real video. Ask for the phone number.
If they won’t give a number, move on. Family vlogs quote brand-haul rates and will put a baby on camera. Move on.
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 gear in the parent’s hands; no child performance.
Tell them what to film: parent uses the gear, drops the code. Kids are not the audience and not the talent. Do not ask a child to perform or hold the product as talent. Parent only.
Give each creator their own code. Unique codes, parent download or purchase, never a child CTA.
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. If you linger on kid content you will get accounts you cannot buy. No demo. No download guarantee. You approve every creator and every rate.

Registry-regret already has the parent audience; you brief the parent, never the child, and you do not target under 13.

First baby gear brands campaign checklist

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