First password managers campaign checklist

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

Confirm a live listing whose first screenshot is save-a-login, not an enterprise admin console actually closes. Creators cannot fix packaging.
Write the avatar in a sentence: US English, 28-45, already bounced off LastPass news and a Notes app of passwords they screenshot, watches ‘LastPass scared me’ and ‘I reset this account for the third time’ videos after a lockout.
Write the problem in their mouth: I got locked out and the backup was a screenshot in an album called ‘receipts’.
Write what they already quit: LastPass they no longer trust, iCloud Keychain they do not understand, and a Notes screenshot of logins.
Write what they watch: LastPass scare, lockout recaps, ‘I emailed myself a password’, family-sharing fights.
Write the reject: the cybersecurity YouTuber whose whole grid is VPN deals.
Write adjacent so the phone does not smear: lockout shame, family sharing, not homelab flex.
Put that sentence into the brief
Scroll as them on a fresh Instagram, TikTok, and YouTube account. Example to look for: someone locked out of email, scrolling a Notes screenshot that is a year old. Signal: the same lockout recap face after two different site outages.
Keep a 50k average-view floor. Below that, $700 a post for 1k views is a money sink.
Skip #passwordmanager as a roster method.
Email. The contact is usually in a bio full of VPN links; write that this is a password-manager post only. Name a real video. Ask for the phone number.
If they won’t give a number, move on. VPN creators quote bundle rates because that is the affiliate.
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 working vault they can put one login into tonight.
Tell them what to film: save one login, autofill it, show the family share. Stop. Do not ask them to claim they are now ‘secure.’ Ask them to save one login and autofill it.
Give each creator their own code. Unique App Store codes, not a VPN-and-manager bundle pitch.
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 homelab rack video and you will leave the lockout-shame people. No demo. No download guarantee. You approve every creator and every rate.

Lockout recaps already have the audience; a vault they can actually share with a partner is the next beat.

First password managers campaign checklist

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