First sober-curious apps campaign checklist

A first sober-curious apps campaign at founder scale. Numbered so you can stop lying to yourself about which step you skipped.

Confirm a live listing that is a day counter or a plan, not a treatment center actually closes. Creators cannot fix packaging.
Write the avatar in a sentence: US English, 26-38, already bounced off I Am Sober streaks and a Dry January badge they hid, watches ‘I am not an alcoholic I just hate Sunday’ and mocktails-that-still-feel-sad videos after a wedding RSVP.
Write the problem in their mouth: I missed one Saturday and the app treated me like I fell off a cliff.
Write what they already quit: I Am Sober they felt watched by, Dry January they broke on the 12th, and a group chat that still sends bar photos.
Write what they watch: sober-curious, ‘I hate Sunday’, Dry January collapse, NA-beer arguments, wedding-RSVP dread.
Write the reject: the recovery-coach selling a $2k container whose content is medical-adjacent lectures.
Write adjacent so the phone does not smear: Sunday dread, wedding RSVPs, not clinic ads and not drinking-game content.
Put that sentence into the brief
Scroll as them on a fresh Instagram, TikTok, and YouTube account. Example to look for: someone declining a drink, opening a streak app that scolded them for last Saturday, and closing it. Signal: the same Sunday-dread face two weekends in a row.
Keep a 50k average-view floor. Below that, $700 a post for 1k views is a money sink.
Skip #sobercurious as a roster method.
Email. The contact is usually in a bio under a Sobriety workbook; say this is an app counter post, not a course. Name a real video. Ask for the phone number.
If they won’t give a number, move on. Container coaches quote program prices; NA brands want product seeding, not an app.
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.
A working counter they can start without a community feed of strangers.
Tell them what to film: open the counter, plan Saturday, no lecture if they skip. Do not ask them to diagnose anyone or say the app cured them. Ask them to log a Saturday plan.
Give each creator their own code. Unique App Store codes, not a mocktail pour with your sticker.
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. One like on a party-bar video and the phone will leave Sunday-dread content. No demo. No download guarantee. You approve every creator and every rate.

Sunday-dread videos already have the audience; a counter that does not lecture a slip is the tone they will actually keep open.

First sober-curious apps campaign checklist

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