First interior paint brands campaign checklist

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

Confirm the client’s live color with a real sample SKU actually closes. Creators cannot fix packaging.
Write the avatar in a sentence: the client’s customer is US English, 28-44, already bounced off a big-box color that looked different at night and a designer they cannot afford, watches ‘this gray is sad at 6pm’ and sample-board videos in a half-painted room.
Write the problem in their mouth: The chip looked like a cloud in the store and at 6pm the room is a cave.
Write what they already quit: a big-box gray that died at 6pm, a designer quote they cannot afford, and peel-and-stick samples that peeled.
Write what they watch: sad-gray-at-6pm, sample-boards, ‘the big-box chip lied’, half-painted-room panic.
Write the reject: the 1M interior-design creator whose house is a full gut.
Write adjacent so the phone does not smear: half-painted rooms, 6pm gray, not mansion makeovers.
Put that sentence into the brief
Scroll as them on a fresh Instagram, TikTok, and YouTube account. Example to look for: someone showing the chip in daylight and the wall at 6pm. Signal: the same 6pm-gray face two evenings.
Keep a 50k average-view floor. Below that, $700 a post for 1k views is a money sink.
Skip #paint as a roster method.
Email. The contact is usually in a small DIY-room bio. Name a real video. Ask for the phone number.
If they won’t give a number, move on. Makeover creators quote renovation-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 sample on a real wall at 6pm, not a studio swatch.
Tell them what to film: sample on the wall at 6pm, show the live gallon, drop the code. Do not ask for a full-house reveal. Ask them to put the sample on the wall at 6pm.
Give each creator their own code. Unique codes, not a reveal with 8 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 full gut and you will leave the half-painted apartment. No demo. No download guarantee. You approve every creator and every rate.

Sad-gray rants already have the audience; a sample that ships this week is the demo.

First interior paint brands campaign checklist

Related