First protein snacks campaign checklist

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

Confirm a live flavor in stock, not a coming-soon box actually closes. Creators cannot fix packaging.
Write the avatar in a sentence: US English, 22-36, already bounced off a chalky bar they threw away and a ‘healthy’ snack that was candy, watches ‘this protein bar is candy’ and desk-drawer-graveyard videos at 3pm.
Write the problem in their mouth: It said 20g and it still tastes like a candy bar I would not finish.
Write what they already quit: a chalky bar they threw away, a healthy snack that was candy, and a tub of powder they will not mix at work.
Write what they watch: chalky-bar, candy-in-disguise, 3pm-desk-drawer, ‘I cannot finish this bar’.
Write the reject: the gym influencer whose snack is a 12-tub storefront.
Write adjacent so the phone does not smear: 3pm desk, chalk hate, not bodybuilding stage.
Put that sentence into the brief
Scroll as them on a fresh Instagram, TikTok, and YouTube account. Example to look for: someone breaking a bar and showing the candy-bar inside. Signal: the same 3pm-desk face two weekdays.
Keep a 50k average-view floor. Below that, $700 a post for 1k views is a money sink.
Skip #proteinsnack as a roster method.
Email. The contact is usually in a small desk-snack bio, not a 12-tub storefront. Name a real video. Ask for the phone number.
If they won’t give a number, move on. Gym storefronts quote supplement-haul 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 bar at a real desk at 3pm.
Tell them what to film: eat it at the desk, show the flavor, drop the code. No outcomes. Do not ask for a transformation. Ask them to eat it at 3pm and say if they finish it.
Give each creator their own code. Unique codes, not a body claim.
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 bodybuilding cut and you will leave the 3pm desk. No demo. No download guarantee. You approve every creator and every rate.

Candy-in-disguise rants already have the audience; a live flavor they will finish at a desk is the demo. No body claims.

First protein snacks campaign checklist

Related