First pet food brands campaign checklist

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

Confirm the client’s live recipe page, in stock actually closes. Creators cannot fix packaging.
Write the avatar in a sentence: the client’s customer is US English, 25-42, already bounced off a grocery bag that upset a stomach and a boutique brand that ghosted a shipment, watches ‘this food wrecked my dog for a week’ and unboxing-the-wrong-recipe videos after a vet bill.
Write the problem in their mouth: The last boutique ghosted a shipment and I was back in the grocery aisle at 9pm.
Write what they already quit: a grocery bag that upset a stomach, a boutique that ghosted a shipment, and a vet food they cannot afford forever.
Write what they watch: upset-stomach recaps, ghosted-subscription, wrong-recipe unboxings, vet-bill dread.
Write the reject: the 2M pet account that is a costume page.
Write adjacent so the phone does not smear: vet-bill dread, recipe honesty, not costume pets.
Put that sentence into the brief
Scroll as them on a fresh Instagram, TikTok, and YouTube account. Example to look for: someone showing a bag they switched from after a bad week, without claiming a cure. Signal: the same vet-bill-dread face two weeks.
Keep a 50k average-view floor. Below that, $700 a post for 1k views is a money sink.
Skip #dogtok as a roster method.
Email. The contact is usually in a small dog-parent bio, not a costume brand kit. Name a real video. Ask for the phone number.
If they won’t give a number, move on. Costume-pet accounts quote entertainment 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.
The bag on camera, real lot, no lab coat.
Tell them what to film: show the recipe, the ship date, the code. No outcomes. Do not ask them to claim the food healed anything. Ask them to show the bag and the ship date.
Give each creator their own code. Unique codes, not a costume skit.
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 talking-dog costume and you will leave the vet-bill people. No demo. No download guarantee. You approve every creator and every rate.

Upset-stomach recaps already have the audience; a live recipe with a real ship date is the demo. No medical claims.

First pet food brands campaign checklist

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