Earthling Co, creator engine
Ten creators for Earthling Co bars
A first roster for Earthling Co: ten creators, seven videos each a week, built around the Apple Pie bars and the $15.99 Shampoo Bar.
- 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
Shower shelf, bar edition
The creator shows the Shampoo Bar for Thickness & Volume beside the Self-Draining Soap Dish, says the dish fits the bars, and ends on the checkout page.
Illustrative postContents
Part 1 of 15
Summary
| Roster | Ten creators, two added a week | Two creators a week up to ten, over six weeks, starting with the Apple Pie bars. |
|---|---|---|
| Who | Hair-care and shower-routine creators | People who already wash with bars or care about vegan, cruelty-free personal care. |
| Production | Seven videos per creator per week | 303 videos a month at ten creators, shot on a phone around the Shampoo Bar and Body Wash Bar. |
| Pay | Three bands: $300, $500 or $800 base | Caps are $600, $1,000 and $1,500. Ten creators at the top cap reach $15,000, bonuses excluded. |
| Bonus | $50 flat on a video past 100,000 views | One bonus per creator per month, organic views only. At the cap the bonus is $300, $500 or $700 by band. |
| Compliance | A claims sheet of literal Earthling Co lines | Creators quote only lines copied from theearthlingco.com, like "100% Compostable Packaging". |
| Category rule | No health outcomes on hair or skin | Posts on the Scalp Serum and Hair Health Gummies use the brand's own wording only, never a promised result. |
| Goal | $1.00 per 1,000 views | The target is $1. My first simulator run lands at $5.74, so the gap is on the page. |
| Report | Every Monday, by creator and product | Views, cost per 1,000 views, winning hooks and claim flags, from the Apple Pie bars to the Scalp Serum. |
| Decision | Approve the claims sheet and two creators | That unlocks Week 1 of the ramp. Everything else follows from that. |
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
Track record
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 the creator program to 100M monthly social impressions, with the paid ad engine alongside it. Earthling Co is the same playbook in a different category: shampoo bars, body wash bars and a $19.99 Scalp Serum. I have not run personal care before, so the claims sheet and category rules come first.
- 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
7987
A review count is already on the page
One page line reads 4.9/5 from 7987 reviews. Creators can point at it once the brand confirms it is the number to use.
Published92,811
A second, larger count sits elsewhere
Another line shows 92,811 reviews. The two counts differ, so the claims sheet waits for the brand to name the one creators repeat.
Published$15.99
The price question is asked on the page
The page asks "Isn’t $15.99 a lot for one shampoo bar?" A creator can answer it on camera with a real routine and a lather shot.
Published3
The Body Wash Bar Sampler has a small review base
The $10.99 Body Wash Bar Sampler shows 3 reviews at a 5.0 rating. A first wave of scent-led videos can add to that base.
Published
Part 4 of 15
Principles
One number to protect: cost per 1,000 views
The target is $1.00. My first run lands at $5.74, so I show the gap before spending on the Apple Pie bars. One variable per test.
Losers killed early
Seven videos per creator per week means fast reads. A hook that stalls on the Body Wash Bar gets dropped; a hook that holds goes into the hook library.
Claims sheet before the first brief
Creators quote lines copied from theearthlingco.com, such as "Makes bars last 3x longer". Nothing about hair or skin outcomes is made up.
A work channel, not an email thread
One shared workspace: #briefs, #claims, #reports, #winners, #checks. Briefs go out Monday, and claim questions get answered the same day.
Part 4 of 15, continued
One channel for everything
#briefs
Briefs, drafts, reviews and the weekly numbers
Report botAppMon 7:00 AM
Weekly report is ready: videos live, views, cost per 1,000 views against the $1.00 target, and the hooks that held on the Body Wash Bar.
DanaMon 8:30 AM
This week's brief: the shampoo bar routine. Three hooks to test, one variable each. Show the Apple Pie Shampoo Bar on the shower shelf and end on the product page.
MayaMon 10:15 AM
Can I say the soap dish makes my bars last longer?
Yes, use the line "Makes bars last 3x longer" and keep the Self-Draining Soap Dish on screen while you say it.
DanaWed 2:20 PM
Draft sent back, Jonas: the Scalp Serum video promises a result on thinning hair. Cut that line, keep the routine, say the product name and the price, $19.99.
Fixed, resubmitting tonight.
Winner botAppFri 11:40 AM
A video from Priya, built on Dry Shampoo for Volume & Strength, passed 100,000 organic views. The hook goes to the library and the $50 bonus is queued.
DanaFri 4:00 PM
Check: every video from each creator is live, and none uses a line outside the claims sheet. Reply here when yours is confirmed.
Done on my side.
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
Shower shelf routine
“Shampoo and conditioner, and no bottle in sight.”
Vertical phone, bathroom light. Show both bars, lather, rinse, shelf. End on the Rosy Jasmine pair.
Brief 02
Scalp serum night routine
“Here is what goes on my scalp before bed.”
Close shot of parting hair and applying the Scalp Serum. Say the price, $19.99, and read one claims sheet line.
Brief 03
Hair oil finish
“The last step I never skip: one oil.”
Mirror shot, damp hair, Glossing and Smoothing Hair Oil. Show the styling, then a $19.99 price card.
Brief 04
Sensitive skin swap
“I switched to the sensitive skin version of my shampoo.”
Talking head at the sink. Hold the Shampoo Bar for Sensitive Skin at $15.99 and answer the price question aloud.
Brief 05
Body wash bar test
“Lemon Poppyseed: bar versus bottle, my honest take.”
Shower-edge shot: bar lather, scent described, rinse. Name the scent and the $10.99 Body Wash Bar price.
Every product line in a video comes off the claims sheet word for word, for example “100% Compostable Packaging”, “Choose From Seven 100% Natural Scents”, “Food-safe silicone protects your TSA-approved bars on the go.”. Product names are said as printed.
Part 6 of 15
Recruiting
Four sources in
Bar-curious hair creators
Creators already posting shampoo bar or plastic-free shower content, who would fit the Apple Pie and Rosy Jasmine bars.
Customers who review
Reviewers behind the 11 reviews on the Apple Pie Shampoo and Conditioner bundle. A message to them, never a claim in their name.
Affiliate or ambassador page
I did not find an affiliate or ambassador page on theearthlingco.com, so there is no program to inherit. This roster would be the first route in.
Travel and gym-bag creators
The Travel Case holds TSA-approved bars, so creators who pack light fit the Jet-Setter Bundle story.
Five filters, fewer each step
1Shower footage on file
Past videos filmed in a bathroom or at a sink, so a Shampoo Bar demo looks real.
2Hook sense
Opens with a question or a scene in the first second, not a logo or a long intro.
3Claims discipline
Past posts avoid health outcomes; a test brief on the Scalp Serum shows if they follow the sheet.
4Comment quality
Real replies under their own videos, because bar questions need a human answer.
5Seven a week
Can film seven videos a week on the shampoo bars and Body Wash Bar without repeating a hook.
Part 7 of 15
Who fits
Thin-hair routine
Posts hair-volume routines and wants a shower swap to test on camera.
Likely product: Shampoo Bar for Thickness & Volume
Sensitive-skin sharer
Talks about ingredients and fragrance sensitivity in plain language.
Likely product: Shampoo Bar for Sensitive Skin
Frequent flyer
Packs light and films airport and hotel routines with bars in a case.
Likely product: Travel Case
Eco-minded renter
Shows plastic-free swaps in a small shared bathroom, soap dish included.
Likely product: Self-Draining Soap Dish
Body care ritual
Films slow shower routines and names the scent on camera.
Likely product: Body Wash Bar
Morning-routine stylist
Builds a quick morning look around a dry shampoo step.
Likely product: Dry Shampoo for Volume & Strength
Left off, every time
Always left out: creators who promise hair growth or skin results, anyone who compares Earthling Co to a named rival, accounts that give medical advice, and minors. Category rule: no health outcomes beyond the brand's own wording, ever.
Part 8 of 15
First twenty
- Hair-care educators who explain ingredients in plain language
- Shower-routine creators who film in real bathrooms
- Plastic-free swap creators who already show bar soap
- Travel hair-care creators who film packing routines
- Sensitive-skin creators who talk fragrance and ingredients
- Thin-hair and volume routine creators
- Curly and wavy hair creators who film wash days
- Fitness creators with a gym-bag shower routine
- College dorm routine creators
- New-parent creators with a short self-care slot
- Vegan lifestyle creators who read labels on camera
- Clean-beauty reviewers with a small, loyal comment section
- Hair-oil and finishing-step creators
- Scalp-care creators who film nightly routines
- Body-care ritual creators who name scents on camera
- Gift-guide creators who feature small add-ons
- Zero-waste home creators
- Minimalist creators who show a short shower shelf
- Unboxing creators who like kit-style products
- Creators with an honest bar-versus-bottle story
Part 9 of 15
Claims sheet
Approved, word for word
Quoted exactly as the brand publishes it.
“100% Compostable Packaging”
Unboxing and packaging shots
“Makes bars last 3x longer”
Only with the Self-Draining Soap Dish on screen
“Choose From Seven 100% Natural Scents”
Body Wash Bar and shampoo bar scent videos
“Food-safe silicone protects your TSA-approved bars on the go.”
Travel Case clips
“We offset the carbon emissions from every order”
Checkout and shipping talk
“Dish perfectly fits shampoo and conditioner bars”
Soap dish close-ups
Never said
Each one with the reason it stays out.
This regrows your hair
A health outcome. Nothing on the brand pages backs it.
Dermatologists recommend it
A creator cannot speak for dermatologists.
It fixes dandruff and an itchy scalp
A health outcome and a medical claim.
Better than any salon shampoo
A comparison the brand has not made.
Works on every hair type in a week
A promised result and timeline the creator cannot back.
Safe to use while pregnant
Medical advice, outside a creator's role.
To confirm with the brand
Held until someone on the brand side signs off.
100 day satisfaction guarantee.
The pages also show a "30-day happiness guarantee". The brand confirms which one is current.
Free Shipping on orders $45+
Another line reads "Free shipping on $55+". Confirm the threshold before creators mention it.
Trusted by dermatologists and 1m+ happy customers.
Review counts on the pages differ, 7987 and 92,811. Confirm before creators repeat it.
Part 10 of 15
Pay
Starter
$300–600
a month, by band
For new creators filming the Apple Pie bars; they move up after steady weeks and clean claims.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
For creators whose Body Wash Bar and shampoo bar videos keep holding hooks week after week.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
For creators whose videos supply the hook library and carry Scalp Serum and bundle stories.
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, even if several videos pass 100,000 views.
- The $50 flat is paid on each qualifying video that passes 100,000 views, never on a batch of videos.
- Organic views only: views from boosted or paid posts do not count.
- 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
Read it this way: ten creators, 303 videos, 1.8M views and $10,050 give $5.74 per 1,000 views against $1.00. To hit target, 4.2% of videos go viral or the median video reaches 21,711 views.
Program facts
Earthling Co 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 and first creators
Claims sheet signed, first brief on the Apple Pie Shampoo Bar, and the first two creators join. Hooks get tested before any wider spend.
Month 1
Ramp to ten
Two creators a week up to ten over six weeks. Each tests one variable on the Body Wash Bar or shampoo bars; losers killed early.
Month 2
Hook library
Winning hooks from the first month go into the library, and creators repeat them on the Scalp Serum and Dry Shampoo for Volume & Strength.
Month 3
Paid handoff
The best organic videos go into paid tests with the creator's approval, one variable per test, with cost per 1,000 views watched against $1.00.
Day ninety
Read-out
Review seven-videos-a-week output, cost per 1,000 views and the gap to $1.00. Keep, cut or move creators between bands.
Ceiling
Monthly ceiling
Ten creators at the top cap come to $15,000, bonuses excluded. That is the most base pay can reach, Starter to Premium.
$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
Weekly report
Every Monday: views, cost per 1,000 views against $1.00, winning hooks and any claim flag, by creator and by product, from the Apple Pie bars to the Scalp Serum.
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 | Shower shelf routine | 7 | 2.1K | 25K | $3.37 | $0 | None | Keep |
| Creator B | Standard | Scalp serum night routine | 7 | 1.4K | 8.4K | $9.83 | $0 | Claim check | Replace |
| Creator C | Premium | Hair oil finish | 6 | 1.8K | 54K | $7.94 | $0 | None | Watch |
| Creator D | Starter | Sensitive skin swap | 5 | 900 | 3.6K | $12.99 | $0 | Over cap? | Replace |
| Creator E | Standard | Body wash bar test | 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
Pick
Choose videos that held on organic views, starting with Apple Pie Shampoo Bar content.
Ask
The creator approves paid use in writing. No video runs as an ad without a yes.
Test
One variable per test: the same video with a different hook or product card.
Scale or stop
Winners get more spend, losers are killed early. Cost per 1,000 views is the judge.
From the video to the checkout
- The Shampoo Bar page at $15.99 for single-bar videos.
- The Shampoo and Conditioner bundle pages at $31.98 for full-routine videos.
- The "GET THE STARTER KIT" button for first-time viewers.
- The Body Wash Bar Sampler at $10.99 for scent-led videos.
- The subscription page for repeat-use stories, after the brand confirms the current subscription offer.
Part 15 of 15
Category rules
Personal care rules for Earthling Co creators
Shampoo bars, serums and gummies sit close to health claims, so these six rules apply to every video.
Brand wording only
Hair or skin wording comes from the claims sheet and is attributed to Earthling Co. It is never a promise in the creator's own voice.
No results on your own body
Do not say your hair grew, thickened or healed. Show the routine and the product instead, and let viewers judge.
Supplements need extra care
Hair Health Gummies stay off camera until the brand confirms supplement wording. No outcomes and no dosage advice.
No competitor comparisons
No named rivals and no better-than lines. Talk about routine steps, like bar versus bottle, without ranking anyone.
Disclose every partnership
Each post carries a clear partnership label in the caption and on screen, before the Scalp Serum or the bar is shown.
Price and offer discipline
Quote only prices on the claims sheet, like $15.99 for the Shampoo Bar. Offers and shipping thresholds need brand confirmation first.
The brand’s legal team sets the final rules. This is the operating floor I’d start from, not legal advice.