First ceramic tableware brands campaign checklist

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

Confirm the client’s live shop, current glaze in stock actually closes. Creators cannot fix packaging.
Write the avatar in a sentence: the client’s customer is US English, 27-40, already bounced off a Target set they are bored of and an Etsy mug that arrived chipped, watches ‘my Target plates make dinner sad’ and chip-on-arrival videos while they set a table.
Write the problem in their mouth: The mug was handmade and it still arrived with a chip, and the Target plates make Tuesday look like a cafeteria.
Write what they already quit: a Target set, an Etsy mug that arrived chipped, and a wedding-registry leftover.
Write what they watch: sad-Target-plates, chip-on-arrival, ‘I want one glaze not a set of 12’, table-setting Sunday.
Write the reject: the 400k home-decor creator whose dining room is a set.
Write adjacent so the phone does not smear: Sunday table, chip rage, not mansion dining rooms.
Put that sentence into the brief
Scroll as them on a fresh Instagram, TikTok, and YouTube account. Example to look for: someone unpacking a ‘handmade’ mug with a chip in the rim. Signal: the same Sunday-table face two weeks.
Keep a 50k average-view floor. Below that, $700 a post for 1k views is a money sink.
Skip #tablesetting as a roster method.
Email. The contact is usually in a small apartment-dinner bio. Name a real video. Ask for the phone number.
If they won’t give a number, move on. Home-decor creators quote registry-campaign 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.
A real plate on a real Tuesday dinner, not a styled shoot only.
Tell them what to film: eat off it on Tuesday, show the glaze, drop the code. Do not ask for a 20-piece tablescape. Ask them to eat Tuesday off the plate.
Give each creator their own code. Unique codes, not a styled tablescape with 12 other brands.
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 mansion dining room and you will leave the Tuesday-cafeteria people. No demo. No download guarantee. You approve every creator and every rate.

Chip-on-arrival and sad-plate rants already have the audience; a live glaze they will eat off is the demo.

First ceramic tableware brands campaign checklist

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