First specialty coffee roasters campaign checklist

A first specialty coffee roasters campaign at founder scale. Numbered so you can stop lying to yourself about which step you skipped.

Confirm the client’s live shop with this week’s roast date visible actually closes. Creators cannot fix packaging.
Write the avatar in a sentence: the client’s customer is US English, 24-38, already bounced off a grocery ‘reserve’ bag and a subscription that tasted like the last one, watches ‘this grocery bag is stale’ and home-grinder videos at 6:30am.
Write the problem in their mouth: The bag says reserve and the date is last season.
Write what they already quit: a grocery reserve bag, a boring subscription, and a cafe they cannot visit every morning.
Write what they watch: stale-grocery-bag, home-grinder, ‘my subscription got boring’, pour-over fails.
Write the reject: the 500k cafe-hopping creator who will never brew the client’s bag.
Write adjacent so the phone does not smear: 6:30am grind, stale-bag rage, not cafe interiors for clout.
Put that sentence into the brief
Scroll as them on a fresh Instagram, TikTok, and YouTube account. Example to look for: someone opening a grocery bag with a roast date from last season. Signal: the same 6:30am grind face two weekdays.
Keep a 50k average-view floor. Below that, $700 a post for 1k views is a money sink.
Skip #coffeetok as a roster method.
Email. The contact is usually in a home-brewer bio, often a gmail, not a cafe PR kit. Name a real video. Ask for the phone number.
If they won’t give a number, move on. Cafe-hoppers quote travel 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.
A bag in hand with a real roast date, not a stock photo.
Tell them what to film: show the roast date, grind, pour, drop the code. Do not ask for a cafe crawl. Ask them to grind this week’s bag at home.
Give each creator their own code. Unique codes, not a latte art clip with no bag.
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 cafe-interior video and you will leave the 6:30am home grinder. No demo. No download guarantee. You approve every creator and every rate.

Stale-bag rants already have the audience; a roast date this week is the demo.

First specialty coffee roasters campaign checklist

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