First slow fashion labels campaign checklist

A first slow fashion labels campaign at founder scale. Numbered so you can stop lying to yourself about which step you skipped.

Confirm the client’s live product with real sizes in stock actually closes. Creators cannot fix packaging.
Write the avatar in a sentence: the client’s customer is US English, 25-36, already bounced off Shein hauls they feel sick about and a ‘sustainable’ drop that looked like every other drop, watches ‘I am done with hauls’ and mending videos on Sunday.
Write the problem in their mouth: I have a closet of one-wear pieces and I still do not have a jacket for Tuesday.
Write what they already quit: Shein they feel sick about, a sustainable drop that looked like the rest, and a thrift that did not fit.
Write what they watch: haul-shame, mending, ‘this sustainable drop is still a drop’, closet-repeats.
Write the reject: the 800k haul creator who will wear the jacket once for a try-on.
Write adjacent so the phone does not smear: mending, closet repeats, not haul culture.
Put that sentence into the brief
Scroll as them on a fresh Instagram, TikTok, and YouTube account. Example to look for: someone filming a pile of unworn haul clothes and then a jacket they actually wear. Signal: the same haul-shame face two Sundays.
Keep a 50k average-view floor. Below that, $700 a post for 1k views is a money sink.
Skip #slowfashion as a roster method.
Email. The contact is usually in a bio that is a mending account or a tiny closet account, not a 40-brand Linktree. Name a real video. Ask for the phone number.
If they won’t give a number, move on. Haul creators quote Shein-era rates on a margin that cannot pay them.
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 jacket in hand, not a lookbook PDF.
Tell them what to film: wear it Tuesday, show the code, show the size that is actually in stock. Do not ask for a 10-outfit haul. Ask them to wear the jacket on a real Tuesday.
Give each creator their own code. Unique codes, not a try-on with a ‘link in bio’ to 12 other brands.
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 haul and the phone will never show a mender. No demo. No download guarantee. You approve every creator and every rate.

Haul-shame already has the client’s audience; a small-batch cut needs the person who films repeats, not try-ons.

First slow fashion labels campaign checklist

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