How to launch a sober-curious app influencer campaign

I launch a sober-curious app 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: 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. I missed one Saturday and the app treated me like I fell off a cliff. They already tried I Am Sober they felt watched by, Dry January they broke on the 12th, and a group chat that still sends bar photos.

If you want the product that does the scrolling as a job, that lives on jumptrend.co/for/sober-curious-apps. 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 the person who would download this. I missed one Saturday and the app treated me like I fell off a cliff. What they watch: sober-curious, ‘I hate Sunday’, Dry January collapse, NA-beer arguments, wedding-RSVP dread. Adjacent: Sunday dread, wedding RSVPs, not clinic ads and not drinking-game content. Reject: the recovery-coach selling a $2k container whose content is medical-adjacent lectures. Do not ask them to diagnose anyone or say the app cured them. Ask them to log a Saturday plan.

Steal the shape at jumptrend.co/brief. A live listing that is a day counter or a plan, not a treatment center. 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 day counter that does not lecture a slip, or a Saturday-night plan that is not a 12-step clinic. 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 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.

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

One like on a party-bar video and the phone will leave Sunday-dread content. Scout is $1,500/month for the list.

Email, then call

I prefer email. The contact is usually in a bio under a Sobriety workbook; say this is an app counter post, not a course. Subject line: Paid Promo? then product x creator name. Line one names a real video. Then who I am, what a day counter that does not lecture a slip, or a Saturday-night plan that is not a 12-step clinic 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. Container coaches quote program prices; NA brands want product seeding, not an app. 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 App Store installs with a unique custom code separately. Views are not UA. Unique App Store codes, not a mocktail pour with your sticker.

Contract while the yes is still fresh

Once a verbal deal is made, send the contract while the topic is still in their head. A working counter they can start without a community feed of strangers. Open the counter, plan Saturday, no lecture if they skip.

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.