First silk pillowcases campaign checklist

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

Confirm a live mulberry case in stock, fiber named on the page actually closes. Creators cannot fix packaging.
Write the avatar in a sentence: US English, 22-36, already bounced off a ‘silk’ polyester case and a cotton case that wrecked a blowout, watches ‘this is polyester’ and morning-frizz videos in a rumpled bed, no medical claims.
Write the problem in their mouth: The listing said silk and my blowout still died, and the fabric pills.
Write what they already quit: a polyester ‘silk’, cotton that wrecked a blowout, and a cheap Amazon pair.
Write what they watch: fake-silk, morning-frizz, wrecked-blowout, ‘the listing lied’.
Write the reject: the 1M hair-guru whose pillowcase is a 12-product morning stack.
Write adjacent so the phone does not smear: morning frizz, fake-silk, not derm claims.
Put that sentence into the brief
Scroll as them on a fresh Instagram, TikTok, and YouTube account. Example to look for: someone rubbing a ‘silk’ case that pills like polyester. Signal: the same morning-frizz face two wakeups.
Keep a 50k average-view floor. Below that, $700 a post for 1k views is a money sink.
Skip #silkpillowcase as a roster method.
Email. The contact is usually in a small morning-hair bio, not a 12-product storefront. Name a real video. Ask for the phone number.
If they won’t give a number, move on. Hair gurus quote stack 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 case on a slept-in pillow.
Tell them what to film: sleep on it, show the fiber, drop the code. No outcomes. Do not ask them to claim it grew hair or cured skin. Ask them to sleep on it and show the fabric.
Give each creator their own code. Unique codes, not a hair-growth 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 12-product hair stack and you will leave the rumpled-bed people. No demo. No download guarantee. You approve every creator and every rate.

Fake-silk rants already have the audience; a live mulberry case in standard is the demo. No hair-growth claims.

First silk pillowcases campaign checklist

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