Brandon Blackwood, creator engine
Ten creators, seven videos a week, one target
A first roster for Brandon Blackwood: creators who carry the bag and say only what the site says. The number to protect is cost per 1,000 views.
- creators live by week six
- 10
- creator videos a month at the full roster
- 303
- weeks from the first creator to the full roster
- 5
Everyday polish, carried all day
A creator films the Luna Bag from desk to dinner, names the brass gold hardware and the microfiber suede lining, and ends on a close-up of the black oiled leather.
Illustrative postContents
Part 1 of 15
Summary
| Roster | Ten creators, two added a week | Two new creators a week until ten are live. The ramp takes six weeks (Proposed). |
|---|---|---|
| Who | Everyday bag owners, not models | Bag owners who carry through a real workday and talk straight on camera. Brandon Blackwood buyers come first. |
| Production | 7 videos per creator per week | Ten creators make 303 creator videos a month (Calculated). Each video tests one variable. |
| Pay | Three bands: base pay plus a cap | Starter $300 base, $600 cap; Standard $500, $1,000; Premium $800, $1,500. All Proposed. |
| Bonus | $50 flat past 100,000 views | One bonus per creator per month, organic views only (Proposed). Cap bonus: $300, $500, $700 (Calculated). |
| Compliance | Claims sheet copied from the site | Creators say only lines the brand already publishes, such as Designed in New York City. No invented quotes. |
| Rule for the category | Material, price, returns as printed | Material, price and return window quoted only as the site prints them; the live window is confirmed first. |
| Goal | $1 per 1,000 views | Target cost per 1,000 views is $1 (Proposed). The simulator's first inputs give $5.74, so there is a gap to close. |
| Report | Every Monday, one table | Creator, format, views, cost per 1,000 views, bonus status and claims check. Reporting so you never have to ask. |
| Decision | Ceiling $15,000, bonuses excluded | Your brand-side lead approves the roster and the ceiling (Proposed). Losers are killed early. |
Part 1 of 15, continued
The program in numbers
- Creators live at full roster
- 10
- Proposed
- Videos per creator per week
- 7
- Proposed
- Creator videos a month
- 303
- Calculated
- Base pay per creator
- $1,000
- Proposed
- Bonus past 100,000 views
- $50
- Proposed
- Bonus at the top cap of the highest band
- $700
- Calculated
- Program cost a month, bonuses included
- $10,050
- Calculated
- Views a month at the assumptions
- 1.8M
- Calculated
- Cost per 1,000 views
- $5.74
- Calculated
- Target cost per 1,000 views
- $1
- Proposed
Part 2 of 15
Background
Former COO of Tabs. I built its creator program to 100M monthly social impressions, and the paid ad engine alongside it. The numbers below come from videos that program produced.
As Former COO of Tabs, I built its creator program and the paid ad engine alongside it. The playbook here is the same: a small roster, one variable per test, losers killed early. The category is different, designer bags and accessories, and I have not run it before. I'd lean on your team for what the product demands.
- monthly social impressions at Tabs
- 100M+
- views on one reel
- 17.7M
- views on one video
- 8M
- views on one video
- 6.5M
Part 3 of 15
Why now
10
Celebrating 10 Years
The site marks ten years. Creators can open with the anniversary and the Heritage Capsule, then show the bag in daily use.
Published6
Based on 6 reviews
That is what one product page reads. Short review counts leave room for creators to show the bag in use.
Published7
7 Tips for Spotting a Fake Designer Bag
The brand already writes about fakes. A creator who shows the real bag up close backs that up without making new claims.
Published
Part 4 of 15
Principles
One number to protect
Cost per 1,000 views is the number. $1 is the target (Proposed). The simulator's first pass lands at $5.74, so every format has to earn its slot.
One variable per test
A Luna Bag video changes the hook or the setting, never both. Seven videos per creator per week give enough tests that losers die early.
Say only what the site says
Creators quote the claims sheet: Designed in New York City, Cowhide Leather exterior, Brass Gold hardware. Nothing else about leather, value or fit.
Pay for output, bonus for reach
Base pay buys seven videos a week. The $50 flat pays only when a video passes 100,000 views on organic reach. One bonus per creator per month.
Part 4 of 15, continued
One channel for everything
#briefs
Briefs, drafts, reviews and the weekly numbers
TessaMon 8:30 AM
Brief for this week: a Nia Edit review read-aloud and a Bamboo B Tote desk-to-door. One hook each. Nia first; Kendrick Trunks wait until next week.
JonahTue 10:15 AM
Can I say the Luna Bag is waterproof? My followers keep asking about rain.
No. The sheet says black oiled leather, brass gold hardware, microfiber suede lining. Say that and show the texture.
Weekly reportAppMon 9:00 AM
Report posted: videos per creator, views, cost per 1,000 views against the $1 target, claims check passed or flagged.
TessaWed 2:40 PM
Draft on the Taxi Heel Sandal: the hook is buried. Open on the heel, get the strappy leather into the first two seconds, cut the price talk.
On it. New cut tonight.
DevFri 4:05 PM
The Bamboo B Tote video passed 100,000 views, organic only. Flagging it for the $50 flat.
Logged. It goes to the paid test queue next with one variable changed.
TessaThu 11:00 AM
Check on yesterday's Kendrick Trunk post: the caption says ships fast. The page says allow up to 8 business days to process and ship. Please fix it.
Fixed. The caption now says up to 8 business days.
The messages illustrate the working channel, with invented people: briefs go out on Monday, claims questions get an answer the same day, and nothing posts without the check.
Part 5 of 15
Formats
Brief 01
Nia Edit review read-aloud
“excellent craftsmanship, leather is SOOO soft”
Hold the bag in daylight, read a customer review from the site aloud, then run a thumb across the leather in close-up.
Brief 02
Bamboo B price reality
“priced smartly at under 400 dollars”
Show the Bamboo B Tote on a desk and out the door. State the price as the site prints it. One cut, voice only.
Brief 03
Kendrick Trunk carry test
“Designed in New York City”
Pack a real workday into a Kendrick Trunk, one handheld take, end on a close-up of the hardware.
Brief 04
Footwear try-on
“Our Strappy Leather Sandal with Custom Made Taxi Heel”
Camera at floor level, walk three steps toward it, then a seated close-up of the strap. Say which size you ordered.
Brief 05
Yankees hat unboxing
“list their material and include a gift box and dust bag”
Unbox the BB x '47 Yankees Hat on camera: gift box, dust bag, then the hat on. Read the material off the tag.
Every product line in a video comes off the claims sheet word for word, for example “Designed in New York City”, “Designed for everyday polish, the Luna Bag balances refined construction with effortless versatility.”, “Sign up for our newsletter and get 10% off”. Product names are said as printed.
Part 6 of 15
Recruiting
Four sources in
People who already own the bag
Start with buyers who write in detail. One product page on the site reads "Based on 6 reviews", a sign of owners who take the time to say what they think.
Affiliate or ambassador page
I did not find an affiliate or ambassador page on the site, so there is no existing program to inherit. This roster would be built from direct outreach.
Handbag and everyday-carry creators
Creators who review one bag at a time and carry through a workday. I have not run this category, so the first ten also test the filters.
Resale and designer-bag circles
The site runs Resale with Us!, so people who already trade designer bags understand brand credit and condition.
Five filters, fewer each step
1Carries the bag
Owns or will buy one bag from the line; straps, sizes and hardware read right on camera.
2Talks straight
Reads a claims sheet aloud without drifting into promises the site never makes.
3Posts seven a week
Can keep seven videos a week through the ramp; the first weeks prove it before a band applies.
4Organic reach first
Median reach on recent videos decides the band, not follower count.
5Clean on the category rules
No history of replica or dupe content; the site publishes tips for spotting a fake designer bag.
Part 7 of 15
Who
Workday carrier
Shows one bag across a workday, tote to crossbody, from desk to dinner.
Likely product: Ruched Tote
Mini-bag minimalist
Carries only essentials and shows honestly how much fits.
Likely product: Micro Nia Bag
Statement-piece stylist
Builds three outfits around one Kendrick piece.
Likely product: Kendrick Trunk
Footwear first
Shoots shoes at floor level and talks size and fit from experience.
Likely product: Taxi Heel Sandal
Cap and streetwear fan
Pairs a cap with everyday outfits and unboxes the gift box and dust bag.
Likely product: BB x '47 Yankees Hat
Gift-guide editor
Builds picks from the site's own Gifts UNDER $200 list.
Likely product: Heritage Airbrush Effect T-shirt
Left off, every time
Always out: anyone who sells replicas or dupes, accounts that fake unboxings with another brand's bag, creators who won't follow the claims sheet, and anyone who promises value over time. Category rule: say only the material, size, price and policy lines the site publishes.
Part 8 of 15
First twenty
- Commuter who shows a full workday carry from train to desk
- Tote-to-crossbody switcher filming the Ruched Tote on the move
- Mini-bag minimalist who shows what really fits
- Heel-and-sandal reviewer who films at floor level
- Streetwear creator pairing the Yankees hat with tees
- Resale shopper who understands brand credit
- Gift-list editor who builds picks under a set budget
- Leather-care explainer who keeps to the site's own material wording
- Wedding-guest outfit planner
- Travel packer who tests a duffle bag
- Campus and early-career stylist
- Capsule-wardrobe creator working in black leather
- Bag collector who shows a shelf and the newest addition
- Creator who covers made-to-order leather and respects its timing
- Sneaker-and-hat reviewer with a deep closet
- Parent who shows a bag for school runs and dinner
- Fashion student who explains construction by handling the bag
- Weekend-trip stylist who packs a trunk
- Honest unboxer known for slow, detailed videos
- New York creator who shoots on the street
Part 9 of 15
Claims
Approved, word for word
Quoted exactly as the brand publishes it.
“Designed in New York City”
Any bag video, in the voiceover or the caption.
“Cowhide Leather exterior”
Luna Bag videos only, where the product page lists it.
“Brass Gold hardware”
Luna Bag close-ups of the hardware.
“Microfiber Suede lining”
Luna Bag inside shots.
“Structured silhouette”
Luna Bag shape and carry shots.
“Celebrating 10 Years”
Anniversary and Heritage Capsule openers.
“Sign up for our newsletter and get 10% off”
Closing line, only once the brand confirms it still runs.
Never said
Each one with the reason it stays out.
Ships in one day
Kendrick items ask for up to 8 business days to process and ship.
Free shipping on everything
No free-shipping rule was found in the site text.
Waterproof leather
Waterproofing is stated nowhere; the Luna Bag is black oiled leather.
Vegan leather
Product pages list cowhide leather.
Better than other luxury brands
No comparisons; the brand makes none and creators must not.
This price will never come down
The Taxi Heel Sandal is shown at $199.50 against $285.00, so prices move.
Returns accepted anytime
Return windows are limited: 7 days on one page, 14 or 30 days on another.
To confirm with the brand
Held until someone on the brand side signs off.
Domestic return window
Pages show 7 days for returns and exchanges, and 14 days for refunds with 30 for store credit. I need the live policy.
Resale brand credit line
The banner reads Resale with Us! with $110% brand credit. The percent looks like a typo. Confirm before anyone mentions it.
Newsletter 10% off
Confirm it is current and open to everyone before a creator says it.
Part 10 of 15
Pay
Starter
$300–600
a month, by band
For a creator proving seven videos a week; the lowest cap while reach is unknown.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
For a creator whose median reach holds; base pay and cap sit in the middle.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
For a creator whose videos keep beating the median; highest cap, still paid on output.
Bonus at the cap: $700
Under 100,000 views
$0
The base pay covers the work.
100,000 views
+$50 flat
Whatever the band.
1,000,000 views
Top-up to your cap
Bonus = band cap − base pay.
- One bonus per creator per month, however many videos pass the line.
- The bonus attaches to one video: the $50 flat applies once a video passes 100,000 views.
- Organic views only; paid reach and boosts never count toward the bonus.
- No bonus on a video that broke the claims sheet or the category rule, even if it took off.
Starter: $600 cap − $300 fee = $300 bonus; Standard: $1,000 cap − $500 fee = $500 bonus; Premium: $1,500 cap − $800 fee = $700 bonus.
The bonus pays for reach after the work is done, never instead of it. One bonus per creator per calendar month keeps it an incentive and keeps the program cost predictable.
Part 11 of 15
Simulator
At ten creators and seven videos a week the simulator lands at $5.74 per 1,000 views against $1.00. Hitting target needs 4.2% viral videos or a median of 21,711 views, other inputs held.
Program facts
Brandon Blackwood creator engine, per month
- Monthly cost
- $10,050
- Base pay
- $10,000
- Est. bonuses
- $50
- Videos / month
- 303
- Est. views / month
- 1.8M
- Cost per 1,000 views
- $5.74
Above the $1 target at these inputs.
To hit $1, the roster needs about 10.1M views a month. That means about 4.2% of videos going viral, or a median near 22K views per video. That is why the day-90 gate exists: keep the accounts that clear it, replace the rest.
Proposed, not measured. Views = videos × median, breakouts at 10× the median, viral at 750K. Bonus: +$50 for a viral video, one per creator per month.
Part 11 of 15, continued
What moves the result
| If the median is | Views / month | Monthly cost | Cost / 1K | Hits target |
|---|---|---|---|---|
| 750 | 1.4M | $10,050 | $6.96 | No |
| 1,500 | 1.8M | $10,050 | $5.74 | No |
| 3,000 | 2.4M | $10,050 | $4.24 | No |
| If the viral share is | Views / month | Monthly cost | Cost / 1K | Hits target |
|---|---|---|---|---|
| 0.3% | 1.2M | $10,000 | $8.44 | No |
| 0.5% | 1.8M | $10,050 | $5.74 | No |
| 1% | 2.9M | $10,150 | $3.52 | No |
The math. Videos a month = 10 creators × 7 a week × 52 ÷ 12 = 303. Views per video = (1 − 4% − 0.5%) × 1,500 + 4% × 10 × 1,500 + 0.5% × 750,000 = 5,782.5; 303 videos × 5,782.5 = 1.8M views a month. Cost = 10 × $1,000 = $10,000 base + 1 bonus × $50 = $10,050. Cost per 1,000 views = $10,050 ÷ 1.8M × 1,000 = $5.74 against a $1.00 target. To hit the target, either 4.2% of videos go viral or the median video reaches 21,711 views, other inputs held.
Move the sliders and the label recalculates. The result is only as good as the guesses behind it, so the median views, the share of breakouts and the share of viral videos are marked as Assumptions until the first month of posts replaces them.
Part 12 of 15
Phases
| Item | Wk 1 | Wk 2 | Wk 3 | Wk 4 | Wk 5 | Wk 6 |
|---|---|---|---|---|---|---|
| Creators live | 0 | 2 | 4 | 6 | 8 | 10 |
| Videos a week | 0 | 14 | 28 | 42 | 56 | 70 |
| Base pay a month | $0 | $2,000 | $4,000 | $6,000 | $8,000 | $10,000 |
Week 1
Warm-up
Claims sheet, brief and event tracking agreed with your team. The first two creators are briefed on the Nia Edit and the Bamboo B Tote; nothing is paid yet.
Month 1
Ramp to ten
Two creators a week until ten are live, six weeks. Seven videos each per week, one variable per test, losers killed early. Everyone starts at the Starter band.
Month 2
Hook library
Winning hooks go into a library. Creators who hold median reach move up a band; the two weakest formats are replaced.
Month 3
First paid tests
Winning videos go to paid against the $1 cost per 1,000 views target. Every bonus is audited for claims and category rule before it is paid.
Day ninety
Review
Cost per 1,000 views against $1, how many creators moved a band, which formats stay. Then keep, cut or change the roster.
Monthly ceiling
The cap on spend
$15,000 across all ten creators at the top cap, bonuses excluded (Proposed). The base plan is $10,000 plus one $50 bonus.
$15,000 Monthly ceiling, all 10 creators at the top cap, bonuses excluded Proposed
The roster grows by two creators a week, so hook performance can be read week over week instead of by anecdote.
Part 13 of 15
Report
Every Monday you get one table: each creator, format, views, cost per 1,000 views against $1, bonus status and claims check. Reporting so you never have to ask.
Creator engine, last 4 weeks
Target $1 per 1,000 organic views Illustrative
- Creators reporting
- 5
- Posts last week
- 32
- Avg cost per 1,000 views
- $8.94
- Bonuses owed
- $0
- Keep / Watch / Replace
- 1 / 1 / 3
| Creator | Band | Format | Posts | Median | Best | Cost / 1K | Bonus | Flags | Call |
|---|---|---|---|---|---|---|---|---|---|
| Creator A | Starter | Nia Edit review read-aloud | 7 | 2.1K | 25K | $3.37 | $0 | None | Keep |
| Creator B | Standard | Bamboo B price reality | 7 | 1.4K | 8.4K | $9.83 | $0 | Claim check | Replace |
| Creator C | Premium | Kendrick Trunk carry test | 6 | 1.8K | 54K | $7.94 | $0 | None | Watch |
| Creator D | Starter | Footwear try-on | 5 | 900 | 3.6K | $12.99 | $0 | Over cap? | Replace |
| Creator E | Standard | Yankees hat unboxing | 7 | 1.2K | 11K | $10.59 | $0 | Release missing | Replace |
| All creators | not applicable | not applicable | 32 | 1.5K | 54K | $8.94 | $0 | not applicable | not applicable |
Illustrative rows with invented creators, coherent with the pay bands above. Keep means the cost per 1,000 views is at or under the program average, Watch is up to half again over it, and Replace is anything higher.
Part 14 of 15
Organic to paid
From organic to paid
Organic first
Every video posts organically for at least a full week before any paid decision.
Pick by cost
Videos that beat the median on cost per 1,000 views go on a shortlist. The rest stay organic.
Rights and claims check
Written permission from the creator and a claims check come before a video runs as an ad.
Test, then scale
One variable per test against the original video. The winner gets budget; the loser is killed early.
From the video to the checkout
- Kendrick Trunk videos land on the Kendrick Trunks collection; the page asks for up to 8 business days to process and ship, so say so.
- Nia Edit videos link to the Nia Edit page, Bamboo B videos to the Bamboo B Collection.
- Hat videos land on the '47 Hats collection, with the BB x '47 Yankees Hat named in full.
- Footwear videos land on Shop Footwear, with the Taxi Heel Sandal price read as shown: $199.50 on sale.
- Add the newsletter line, 10% off, as the closing call only once the brand confirms it still runs.
Part 15 of 15
Category rules
Rules for bags, shoes and hats
Fashion has fewer legal traps than food or supplements, but a creator can still misstate material, price or policy. These six rules apply to every one of the seven weekly videos.
Name the material as published
Say Cowhide Leather exterior, Brass Gold hardware or Microfiber Suede lining only for the product whose page lists them. Never call a bag vegan or waterproof.
Price as shown
Quote prices exactly as the product page prints them, such as $350.00 on a Luna Bag listing. Never say a sale lasts; the Taxi Heel Sandal reads $199.50 against $285.00.
Returns and shipping
Say only what the policy pages say. One page gives domestic returns and exchanges within 7 days of delivery; another says 14 days. Ask the lead before saying anything.
Authenticity
No dupes, replicas or comparisons with other labels. The brand publishes 7 Tips for Spotting a Fake Designer Bag; point viewers there instead of making your own claims.
Made to order and timing
Made-to-order exotic leather goods run from $275 to $1,495, and Kendrick items ask for up to 8 business days to process and ship. Never promise a delivery date.
Disclose the partnership
Every post carries a clear partnership label in the first line. A video without it is pulled and no bonus is paid.
The brand’s legal team sets the final rules. This is the operating floor I’d start from, not legal advice.