How to launch a pet food brand influencer campaign

I launch a pet food brand influencer campaign by writing who it is for, then scrolling as that person on a fresh account, then emailing, then calling. Then I lock a Minimum View Guarantee and send a contract while the yes is still warm. Just that sequence.

The person: 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. The last boutique ghosted a shipment and I was back in the grocery aisle at 9pm. They already tried a grocery bag that upset a stomach, a boutique that ghosted a shipment, and a vet food they cannot afford forever.

If you want the product that does the scrolling as a job, that lives on jumptrend.co/for/pet-food. Scout is $1,500/month. The general campaigns page is jumptrend.co/campaigns.

Write the brief before you hunt faces

Once you start scrolling without a sentence, you will save whoever looks famous. That is how you get a list you cannot use.

Write your client’s customer. The last boutique ghosted a shipment and I was back in the grocery aisle at 9pm. What they watch: upset-stomach recaps, ghosted-subscription, wrong-recipe unboxings, vet-bill dread. Adjacent: vet-bill dread, recipe honesty, not costume pets. Reject: the 2M pet account that is a costume page. Do not ask them to claim the food healed anything. Ask them to show the bag and the ship date.

Steal the shape at jumptrend.co/brief. The client’s live recipe page, in stock. If screenshot-one does not show the mechanic, stop. Creators cannot fix packaging.

Scroll as the customer

Then I open a fresh Instagram, TikTok, and YouTube account if I’m marketing something like a live bag of the current recipe, or a subscription the client can actually fulfill. I try to put myself in their shoes and linger, save, like, and comment as if I were them. Once the algorithm is trained, I take whoever keeps showing up.

The example I want: someone showing a bag they switched from after a bad week, without claiming a cure. Signal: the same vet-bill-dread face two weeks.

Ideally over 50k average. Below that they quote $700 a post for 1k views. That’s a money sink.

Like a talking-dog costume and you will leave the vet-bill people. Scout is $1,500/month for the list.

Email, then call

I prefer email. The contact is usually in a small dog-parent bio, not a costume brand kit. Subject line: Paid Promo? then product x creator name. Line one names a real video. Then who I am, what a live bag of the current recipe, or a subscription the client can actually fulfill does in one sentence, and that this is a paid promo. Then I ask for the phone number.

Just send that. Do not attach a PDF. Don’t start the deal over email. Costume-pet accounts quote entertainment rates. On a call I can explain a better structure. Over email you just get the first number.

Once they send a number, I call immediately. If they won’t give a phone number, move on. If you do this right, ie at scale, you will have many other creators to choose from.

Minimum View Guarantee

Pay $X for N posts with a minimum view guarantee of Y. An example that is easy to hold: $2000 / 4 posts / 1M views. Balance those three so you hit your CPM.

I still measure codes on a live bag or a real subscription separately. Views are not UA. Unique codes, not a costume skit.

Contract while the yes is still fresh

Once a verbal deal is made, send the contract while the topic is still in their head. The bag on camera, real lot, no lab coat. Show the recipe, the ship date, the code. No outcomes.

Dealmaker is $5,000/month for paperwork you approve before it goes out. You remain the party who pays talent. Creator fees extra. No demo. No download guarantee.