First home scent brands campaign checklist

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

Confirm the client’s live shop with the current scent in stock actually closes. Creators cannot fix packaging.
Write the avatar in a sentence: the client’s customer is US English, 24-38, already bounced off a grocery vanilla they are bored of and a candle that sooted the wall, watches ‘this candle sooted my wall’ and Sunday-reset-scent videos while they clean.
Write the problem in their mouth: It looked like a sculpture and it left a crescent on the wall.
Write what they already quit: a grocery vanilla, a pretty candle that sooted, and a diffuser they never refilled.
Write what they watch: soot-on-wall, Sunday-reset, ‘grocery vanilla is sad’, throw-vs-looks.
Write the reject: the 1M lifestyle creator whose house is a set.
Write adjacent so the phone does not smear: Sunday reset, soot rage, not mansion tours.
Put that sentence into the brief
Scroll as them on a fresh Instagram, TikTok, and YouTube account. Example to look for: someone pointing at a black crescent on the wall above a pretty jar. Signal: the same Sunday-reset face two weeks.
Keep a 50k average-view floor. Below that, $700 a post for 1k views is a money sink.
Skip #candles as a roster method.
Email. The contact is usually in a small apartment-reset bio, not a PR house. Name a real video. Ask for the phone number.
If they won’t give a number, move on. Lifestyle sets quote home-brand rates the client’s unit cannot pay.
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 candle lit in a real room, not a set.
Tell them what to film: light it in the real room, show the throw, drop the code. Do not ask for a mansion reset. Ask them to burn it in the room they actually live in.
Give each creator their own code. Unique codes, not a set-designed room.
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 tour and you will leave the Sunday-reset apartment. No demo. No download guarantee. You approve every creator and every rate.

Soot rants and Sunday-reset already have the audience; a live scent they will actually burn is the demo.

First home scent brands campaign checklist

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