Shrimp & Grits Kids, creator engine
Ten creators, seven videos each, every week
A first roster for Shrimp & Grits Kids: parents film the Jolly Santa sweater and the Santa Smocked Dress, with every claim taken from your own site.
- 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
Two kids, one Santa print
A mom films her two kids in the Santa Smocked Dress and the Santa Smocked Bubble, says the hook out loud and tags the paid partnership in the first line.
Illustrative postContents
Part 1 of 15
Summary
| Roster | Creators live by week: 0, 2, 4, 6, 8, 10 | Two creators a week up to 10 creators, six weeks of ramp (Proposed). |
|---|---|---|
| Who | Parents who dress kids in matching outfits | Parents of girls and boys, starting with the Santa Smocked Dress and the Santa Boys Sweatshirt. |
| Production | 7 videos per creator per week | 303 videos a month at 10 creators. One format per video, one variable per test. |
| Pay | Base $300, $500 or $800 by band | Caps $600, $1,000, $1,500. Monthly ceiling $15,000 at the top cap, bonuses excluded. |
| Bonus | At the cap $300, $500, $700; $50 past 100,000 views | One $50 flat bonus per creator per month, organic views only. |
| Compliance | Claims sheet plus partnership tag on every video | Only lines copied from your site go on the sheet. A draft that breaks it earns no bonus. |
| Category rule | A child is on camera only with a parent present | No child's name, school or street in any video. Kids' apparel rules cover all of them. |
| Goal | $1 per 1,000 views | The target is Proposed. At the starting assumptions the simulator prints $5.74, so something has to move. |
| Report | Every Monday | Views, cost per 1,000 views against $1, hooks that held, losers killed early, next test. |
| Decision | Approve the first two creators | After that, two a week until 10 creators are live in six weeks. |
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
History
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.
At Tabs I built the creator program to 100M monthly social impressions and ran the paid ad engine alongside it. This is the same playbook pointed at children's apparel: a hook library, one variable per test, losers killed early. I have not run this category. Kids' clothing carries rules I would learn with you before the first video goes live.
- 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
5512
Reviews already on the page
Parents have written 5512 reviews. That is a base of proof creators can point to, and a pool to ask whether any of them want to make videos.
Published10%–18%
A Share & Earn page exists
The Associate Sales Rep role pays 10%–18% cash commission on personal-link sales. Creator pay would sit beside it, so we have to decide how the two coexist.
Published$150
Free shipping on a family order
Orders of $150 or more ship free, and a family order usually clears it. That is a natural line for a haul video and a number a creator can say.
Published
Part 4 of 15
Principles
One number to protect
Cost per 1,000 views, target $1. At the starting assumptions the simulator prints $5.74. I test hooks until the gap closes, or I tell you it won't.
One variable per test
Same Santa Smocked Dress, two hooks, nothing else changed. Seven videos per creator per week give enough tests to kill losers early.
Claims come from your site
Creators quote the sheet only: the $150 shipping line, the care line, the romper copy. Anything else goes to the claims channel before posting.
One workspace for the work
Briefs on Monday, drafts back on Wednesday, the report on Monday again. Creators ask in the channel before they post, not after.
Part 4 of 15, continued
One channel for everything
#briefs
Briefs, drafts, reviews and the weekly numbers
MarcusMon 8:30 AM
This week: the Santa Smocked Dress and the Santa Alligator Smocked Dress. Two hooks per video, one variable per test. Claims sheet is pinned in #claims. Posts due Thursday.
PriyaTue 10:15 AM
Can I say the Santa Smocked Dress runs true to size? It fit my daughter perfectly.
Not on the sheet. Show how it fit her on camera and say that. No size promises, no comparisons.
Report botAppMon 9:00 AM
Weekly report: seven videos per creator posted. Best hook by watch time: the sibling match. Two losers killed. Next test: the first three seconds on the Santa Boys Sweatshirt.
MarcusWed 2:40 PM
Draft sent back, Dana. The partnership tag comes too late and the fabric line isn't on the sheet. Re-record the first three seconds and keep the Jolly Santa close-up.
Report botAppFri 11:05 AM
Dana's video passed 100,000 views, organic only. The $50 flat bonus is queued, one per creator per month. The video moves to the paid test queue.
Check botAppFri 4:00 PM
Weekly check done: every post this week carries the partnership tag. One video held back from bonus for breaking the claims sheet.
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
Sibling match
“Same Santa print, two kids, one holiday card.”
Both kids in frame with a parent beside them. Wide shot, then close on the smocking on the Santa Smocked Bubble. Daylight, one take.
Brief 02
Dress try-on
“This is the dress I picked for our holiday photos.”
Hand-held, parent narrates, close-up of the Santa Smocked Dress bodice, a twirl at the end. Say only what the sheet allows.
Brief 03
Alligator romper
“Santa meets the alligator, from a Charleston brand.”
Romper on the hanger, then on the child with a parent in shot. Keep the print in focus. No name, no address, no school.
Brief 04
Family order haul
“Orders of $150 or more ship free.”
Lay out the Santa Girls Sweatset with other pieces on a bed. Show the cart total on screen and read the shipping line off the sheet.
Brief 05
Rugby matching
“Matching sibling outfits, but make it rugby.”
Two kids in matching Golden Dog Rugby pieces, outdoors, a short walk toward the camera. Parent narrates off screen.
Every product line in a video comes off the claims sheet word for word, for example “Orders of $150 or more ship free, which a family order usually clears.”, “This cute romper, features a mallard print on light blue cotton knit fabric, with green trim along the neckline, a green front pocket, and custom green buttons at the shoulder, all creating that special vintage look.”, “95% Cotton/5% Elastane; machine wash cold, mild detergent, remove promptly, tumble dry low.”. Product names are said as printed.
Part 6 of 15
Recruiting
Four sources in
The Share & Earn page
The site already runs Share & Earn: a Hostess role at 10%–17% store credit and an Associate Sales Rep role at 10%–18% cash commission. I'd start with people already sharing.
Charleston parents
The brand is in Charleston, SC, with a Mt. Pleasant store. I'd look for local parents on Instagram who film kids' holiday outfits and outings.
Matching-sibling search
Parents posting matching sibling outfits and holiday-card prep, found by hashtag and by who actually comments: other parents, not bots.
Reviewers
The page shows 5512 reviews. I'd ask your team whether reviewers can be contacted, and which ones would be open to making a video.
Five filters, fewer each step
1Parent or guardian
The child on camera is the creator's own, or a parent is in the shot.
2Audience of parents
Comments come from other parents, judged by reading them, not by follower counts.
3Steady, clean footage
Daylight, a stable hand, readable audio. A phone is enough.
4Follows the sheet
Will quote only the claims sheet and ask in the channel when unsure.
5Discloses by habit
Already uses the paid-partnership tag on past brand work.
Part 7 of 15
Who
Sibling-outfit mom
Two or more kids dressed alike for holiday cards; the sibling match is her natural video.
Likely product: Santa Smocked Bubble
Charleston local
Shops near Mt. Pleasant and films local holiday outings with the kids.
Likely product: Santa Alligator Smocked Dress
Holiday-card planner
Plans the family photo outfit early and shows the whole lineup on a bed.
Likely product: Santa Girls Sweatset
Grandmother gifter
Buys for grandchildren and films the gift opening.
Likely product: Sweater - Jolly Santa
Dad of boys
Plain, honest try-on of a boy's holiday outfit, with no fuss.
Likely product: Santa Boys Sweatshirt
Doll-matching parent
Her girl matches her doll's outfit, so the pair becomes one video.
Likely product: Christmas Bow Dress-DOLL
Left off, every time
Always out: accounts that show other people's children without consent, creators who show a child's school or home, anyone who won't use the paid-partnership tag, and accounts that make fabric, safety or skin claims off the sheet. The kids' category rules apply to everyone.
Part 8 of 15
Twenty types
- Moms of two who dress their kids in matching holiday outfits
- Charleston-area parents who film at local spots
- Grandmothers who buy gifts for their grandchildren
- Dads of boys who show a plain, honest try-on
- Parents who film holiday-card photo prep
- Parents of girls who like smocked dresses
- Parents of twins in coordinated outfits
- Parents already sharing links through programs like Share & Earn
- Family-photo planners who show a full outfit lineup
- Southern-style parenting creators with steady daylight footage
- Dog-owning parents who show kids and pets in one frame
- Parents of toddlers who film real, messy mornings
- Parents who make casual get-ready-with-us videos
- Fall and holiday decor creators with kids in frame
- Mothers of three or more who show sibling lineups
- Parents filming Christmas morning outfits
- Parents of girls with dolls who match outfits to the doll
- Parents who review children's clothes honestly, including what they'd change
- Parents who edit short, sound-on videos with a clear hook
- Football-season families who dress kids for game day
Part 9 of 15
Claims sheet
Approved, word for word
Quoted exactly as the brand publishes it.
“Orders of $150 or more ship free, which a family order usually clears.”
Haul and family-order videos.
“Our standard shipping option usually takes one to seven business days, and orders of $150 or more ship free.”
Any video where a viewer asks about delivery.
“receive 10% off your first purchase of our smocked outfits, swimwear and all our classic children's clothing.”
Only with the newsletter and SMS sign-up mentioned alongside it.
“95% Cotton/5% Elastane; machine wash cold, mild detergent, remove promptly, tumble dry low.”
Care or fabric talk about the Boys Long Sleeve Collared Shirt only.
“This cute romper, features a mallard print on light blue cotton knit fabric, with green trim along the neckline, a green front pocket, and custom green buttons at the shoulder, all creating that special vintage look.”
Videos about the Boys Pocket Romper - Mallards only.
“Shop classic children's clothing for girls and boys, matching sibling outfits, holiday styles and more from Shrimp and Grits Kids in Charleston, SC.”
Intro or outro line of any video.
Never said
Each one with the reason it stays out.
Free shipping on orders over $50
That is the perk on the Share & Earn links. The shop's own line is $150.
Hypoallergenic or safe for sensitive skin
No skin or health claim of any kind. Nothing on the sheet supports it.
Made in the USA
Nothing on the site says where the clothes are made.
The bamboo sets are organic
No fabric composition for the bamboo pieces is on the sheet.
Better quality than other kids' brands
No comparisons with other brands, ever.
Everything is on sale
Only some pieces are marked down, and sales change.
Runs true to size
The site makes no sizing promise. Show the fit on camera instead.
To confirm with the brand
Held until someone on the brand side signs off.
What the bamboo onesies and loungewear sets are made of
Fabric content for them isn't on the sheet, so creators can't say it yet.
Terms of the 10% off first purchase
It depends on newsletter and SMS sign-up. I need the current terms before a creator mentions it.
Whether creators may also hold a Share & Earn link
It decides how creator pay and the Share & Earn commission sit together.
Part 10 of 15
Pay
Starter
$300–600
a month, by band
First-time brand creators posting seven videos a week; the cap keeps cost near the $1 target.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Creators whose Santa dress hooks already beat the average: more base pay and a higher cap.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Top performers with proven holiday content, moved here after clearing a full month.
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 100,000 views.
- The $50 flat bonus is per video, paid on the first video that passes 100,000 views.
- Organic views only: paid or boosted views never count toward the bonus.
- No bonus on a video that broke the claims sheet or the kids' category rules.
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 the starting assumptions: 303 videos, 1.8M views, $10,050 cost, $5.74 per 1,000 views against $1. Hitting $1 needs 4.2% of videos going viral, or a median video at 21,711 views.
Program facts
Shrimp & Grits Kids 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 |
Warm-up
Two creators a week
Up to 10 creators in six weeks. First briefs on the Santa Smocked Dress and the Jolly Santa sweater. The claims sheet is pinned before anyone posts.
Month 1
Seven videos per creator per week
One variable per test. The hook library starts, losers are killed early, and the first report lands on Monday.
Month 2
Winners move up
Creators with strong hooks move to the Standard band. Breakout videos go to the paid test queue. $50 flat past 100,000 views.
Month 3
Premium band for proven creators
Cost per 1,000 views is read against the $1 target. We decide who stays, who moves up and who goes.
Day 90
Review with you
The $5.74 starting assumption against what actually happened. Then keep, resize or stop.
Ceiling
$15,000 a month at the top
All 10 creators at the top cap, bonuses excluded. That is the most this roster can cost.
$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: views per creator, cost per 1,000 views against $1, the hooks that held, the losers killed early and the next test.
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 | Sibling match on the Santa Smocked Bubble | 7 | 2.1K | 25K | $3.37 | $0 | None | Keep |
| Creator B | Standard | Dress try-on of the Santa Smocked Dress | 7 | 1.4K | 8.4K | $9.83 | $0 | Claim check | Replace |
| Creator C | Premium | Alligator romper, Santa Alligator Romper | 6 | 1.8K | 54K | $7.94 | $0 | None | Watch |
| Creator D | Starter | Family order haul with the Santa Girls Sweatset | 5 | 900 | 3.6K | $12.99 | $0 | Over cap? | Replace |
| Creator E | Standard | Rugby matching in Golden Dog Rugby | 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
Exit to paid
From organic to paid
Spot the winner
A video that holds viewers through the hook and passes 100,000 views organically goes on the shortlist.
Ask for usage rights
The creator agrees to let the brand run the video as an ad. Terms are written down before any spend.
Run it as a paid test
The video goes to the paid test queue, one variable changed per test, losers killed early.
Feed the hook library
The hook goes into the library and into the next brief for the other creators.
From the video to the checkout
- Holidays & Celebrations collection for the Santa pieces
- The Santa Smocked Dress product page for dress videos
- Free shipping at $150 for family order and haul videos
- The Mt. Pleasant store for Charleston viewers
- Newsletter and SMS sign-up for the 10% off first purchase, once terms are confirmed
Part 15 of 15
Kids category
Kids apparel: the rules for every video
Children's clothing means children on camera. These six rules come before any hook, format or bonus. The page adds the legal-advice line.
A parent is always present
The child on camera is the creator's own, or a parent is in the shot. No child is ever filmed alone or without a guardian's consent.
No identifying details
No child's name, school, street or house number in video, caption or comments. Charleston as a city is fine; a child's exact location is not.
Claims sheet only
Creators quote the sheet: the $150 shipping line, the care line, the romper copy. Nothing else about fabric, comfort or how clothes perform.
No safety, skin or health claims
No hypoallergenic, no safe for sensitive skin, nothing about what a fabric does for a child. This also applies to the bamboo pieces.
Show the fit, don't promise it
Say how a piece fit your child, on camera. No size promises, no true-to-size statements, no comparisons with other brands.
Tag the partnership first
The paid-partnership tag goes in the first line of every post. A video missing it earns no bonus and is taken down.
The brand’s legal team sets the final rules. This is the operating floor I’d start from, not legal advice.