IZIMINI, creator engine

A first roster for the IZIMINI baby chair

Ten creators, added two a week, filming a chair that folds in seconds. Parents show it at the beach, the park and the picnic.

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

Unfolding the baby chair in one take

Illustrative: a parent opens the chair at the park, says it folds in seconds, then packs it into the matching carry bag.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	10 creators, two added each week	Six-week ramp: 0, 2, 4, 6, 8, 10 creators live by week.
Who	Parents who already film outdoors	Babies in the chair's range, 6 months to 3 years, filmed at the beach, park or picnic.
Production	7 videos per creator per week	303 creator videos a month at 10 creators, one variable tested per video.
Pay	Three bands, caps from $600 to $1,500	Starter, Standard and Premium. The pay table prints each amount.
Bonus	At the cap, plus $50 flat above 100,000 views	One $50 bonus per creator per month, organic views only.
Compliance	Every claim comes from the claims sheet	Creators quote the product page wording only. Anything else goes to the lead first.
Category rule	Baby gear: no health or safety promises	Only the brand's own wording on sun protection, sizes and age range.
Goal	$1 per 1,000 views	The simulator shows $5.74 today on 1.8M views a month, so the gap is the work.
Report	Every Monday, one row per creator	Videos posted, views, claims check and what to film next.
Decision	Approve the claims sheet and two creators	Two creators go live in the first week. The rest follows the ramp.

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 and ran the paid ad engine beside it. The same playbook fits outdoor baby accessories: many creators, one variable per test, losers killed early. I have not run this category, so the claims sheet and the 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

3274
Reviews on the River baby chair V2
The chair carries 4.9 / 5 from 3274 reviews. Creators start from a product parents already rate highly.
Published
357
Reviews on the baby cotton hat
The hat shows 4.9 / 5 from 357 reviews. It is the easy add-on in a chair video, at 29.00 AUD.
Published
4149
One overall rating on the site
The page shows an overall rating of 4.9 / 5 from 4149 reviews. That is proof a creator can point to in a caption.
Published
18
Reviews on the Mini Umbrella
The Jaden Mini Umbrella has 4.7 from 18 reviews at 45.00 AUD. It has the thinnest review base, so creator videos can do the most for it.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views, target $1. The simulator shows $5.74 today, so the first job is closing that gap, not adding creators.
Losers killed early
Each video tests one variable: hook, setting or product. Weak hooks go after the weekly read. Winners join the hook library.
Claims come from the sheet
Creators quote only the product page wording, like UV50+ sun protection on the Mini Umbrella. Anything else goes to the lead first.
One channel for the work
A shared team workspace holds briefs, claim questions, drafts and Monday reports. No scattered DMs, so nothing gets lost.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MiaMon 8:30 AM
This week's brief: show the River baby chair V2 folding in seconds and going into the matching carry bag. One hook per video. Film outdoors in daylight.
TessMon 11:15 AM
Can I tell my followers this is the safest chair for babies?
No. Say it is ultra-light at 1.8kg and folds in seconds. That wording is on the claims sheet.
MiaWed 2:20 PM
Draft sent back: the hook promises the safest chair. Reshoot with the folding shot and a line from the claims sheet. Same day is fine.
TessWed 5:40 PM
Reshot with the fold and the carry bag. Hook now says watch this chair fold in seconds. New draft is in the channel.
RaviThu 9:00 AM
Check before posting: claims sheet used, category rule met, no health wording, partnership tagged in the caption. Done, posting at noon.
HubAppSat 9:05 AM
The Jaden chair fold video passed 100,000 views. Bonus flagged for review: organic views only, claims check passed.
HubAppMon 8:00 AM
Weekly report is ready: videos posted, views per video, claims check and next formats, one row per creator.

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
Fold in seconds
“Watch this chair fold in seconds”
One take, hands only: unfold the River chair, then fold it into the matching carry bag. Daylight, park or beach.
Brief 02
Weigh it in your hand
“Ultra-light at 1.8kg, and my baby sits in it”
Lift the Jaden chair with one hand, then sit the baby in it outdoors. Show its size against the stroller or the bag.
Brief 03
Beach to park
“Beach morning, park lunch, same chair”
Film two outdoor spots with the Jaden chair and its carry bag. Cut them together with a single voice-over line.
Brief 04
Which print
“Which print did we pick for the chair?”
Show the River, Jaden and Paloma chairs side by side outdoors. Say which one your family chose and why.
Brief 05
Outdoor day with a baby
“Our outdoor day with a crawling baby”
Day-in-the-life clip: pack the Paloma chair, sit the baby down, snack time. Keep the product on screen throughout.

Every product line in a video comes off the claims sheet word for word, for example “Ultra-light at 1.8kg, folds in seconds and comes with a matching carry bag”, “Age: 6 months to 3 years”, “Crown and brim made from 100% breathable, durable cotton (to withstand outdoor adventures)”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Parents filming outdoors
Parents who post beach and park clips with a baby. I search tags by hand and read the comments before any message goes out.
Existing customers
Parents who reviewed the chair and the hat. The River chair alone has 3274 reviews, and the lead can nominate happy customers.
Local parent circles
The brand describes itself as Sydney-based parents. Australian outdoor families come first, in the home market.
Affiliate or ambassador page
This page was not found on the site, so I treat recruiting as new and do not rely on an existing program.

Five filters, fewer each step

1Baby in the range
A baby inside the chair's range, 6 months to 3 years.
2Outdoors on camera
Past clips filmed at the beach, park or a picnic in daylight.
3Clear audio, product in full
Voice is clear, the product shows in full, no filter changes the colours.
4No rival gear
No paid post for a competing chair or umbrella in recent weeks.
5Takes notes well
Fixes a flagged draft within a day and resends it in the channel.

Part 7 of 15

Who we want

Beach-day mum
Posts beach mornings with a crawling baby and always packs light.
Likely product: River baby chair V2
Picnic parent
Family picnics for four, rug and snacks on screen.
Likely product: Willow picnic rug
Park-walk dad
Walks the park with a stroller and shows gear clipped on.
Likely product: Jaden Mini Umbrella
Toddler hat parent
Parent of a child from 1 to 3 years, talks hat sizing and fit.
Likely product: Jaden baby cotton hat
Travel-light parent
Packs the playpen into its carry bag for trips.
Likely product: Billie PlayPop™
Daycare-bag parent
Packs a small child's day: lunch, snacks and a bag.
Likely product: Kai lunch bag

Left off, every time

Always out: creators who make health or safety promises about babies, who post fake reviews, or who show other people's children without consent. Category rule: baby gear, so no medical or safety outcome claims, ever.

Part 8 of 15

First twenty

Sydney mum who films beach mornings with a crawling baby
Dad who walks the park with a stroller and a camera
Parent who posts picnic setups for the whole family
Mum of a baby who has just started sitting up
Parent who reviews baby hats and sizing honestly
Outdoor family who camps with a baby
Parent creator who shares travel packing lists
Mum who films a daily routine with a toddler
Parent who loves colourful prints and art
Creator who follows Australian beach culture
Dad who unboxes gear for his first baby
City parent who uses a baby chair in tight spots
Mum who shares hand-me-down tips between siblings
Grandparent creator who babysits at the park
Parent of twins who sets up gear fast
Creator who tests gear when a sudden shower hits
Parent who films daycare mornings with a lunch bag
Parent who films a playpen set-up at the park
Mum who shares a gift guide for new parents
Parent who explains how they chose a first chair

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“UV50+ sun protection”
Mini Umbrella videos
“Waterproof”
Mini Umbrella videos only
“Smart clip fits IZIMINI chair, stroller, bag, and more”
Mini Umbrella clip demos
“Ultra-light at 1.8kg, folds in seconds and comes with a matching carry bag”
Baby chair V2 videos
“Age: 6 months to 3 years”
Baby chair V2 videos
“Crown and brim made from 100% breathable, durable cotton (to withstand outdoor adventures)”
Baby cotton hat videos
“Comfortably fits four people (150cm x 200cm | 38cm x 18cm rolled | 800g)”
Picnic rug videos

Never said

Each one with the reason it stays out.

Never say the chair is the safest on the market
A comparison with other brands that the product page does not make.
Never say the umbrella protects a baby from sunburn
A health outcome. Creators may only quote the brand's sun protection wording.
Never say the chair suits newborns
The product page sets an age range for the chair, and a newborn is outside it.
Never say the hat is waterproof
That wording belongs to the umbrella, not the hat.
Never say every order ships free
Free standard shipping has a minimum order size, so a blanket promise misleads.
Never say the chair was independently tested
A testing statement the sheet covers only for the playpen, not for the chair.

To confirm with the brand

Held until someone on the brand side signs off.

Using the Amber Vittoria collaboration name in captions
A partner name needs the brand's approval before creators use it.
Free shipping threshold outside Australia
The sheet only shows the Australian threshold, so other markets need the lead's answer.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: a creator proving the chair hook, with a lower cap until the videos hold their views.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: steady weekly output, clean claims and views that justify a higher cap.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: a creator whose videos lift the hook library and carry the Mini Umbrella too.
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, paid when the cap is reached.
The $50 flat bonus is per video, once a video passes 100,000 views.
Only organic views count. Paid boosts of the video do not.
No bonus on a video that broke the claims sheet or the category rule.

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 plan's inputs the cost is $5.74 per 1,000 views against a $1 target. To close it, 4.2% of videos go viral or the median video reaches 21,711 views.

Program facts

IZIMINI 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

Cost per 1,000 views by median views per video
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

Cost per 1,000 views by share of viral videos
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

Creators live by week (proposed): 0, 2, 4, 6, 8, 10

0Wk 1
2Wk 2
4Wk 3
6Wk 4
8Wk 5
10Wk 6

Creator ramp by week
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
Brief and claims sheet
Before the first two creators go live, the brand approves the claims sheet and the category rules. Creators live so far: 0.
First month
Ramp to ten
Two creators join each week: 2, 4, 6, 8, 10 live. Each posts 7 videos a week and every video tests one variable.
Second month
Kill the losers
Weak hooks are dropped after the weekly read. Winners go into the hook library and the next briefs.
Third month
Winners toward paid
Videos that hold their views move toward paid through the four organic-to-paid steps. The rest keep testing.
Ninety days
Read the cost
Cost per 1,000 views is compared with the $1 target. Keep, change the bands, or stop. The numbers decide.
Ceiling
Monthly ceiling
All 10 creators at the top cap, bonuses excluded, comes to $15,000. That is the most the program can cost in a month.

$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

Monday report

Every Monday: videos posted, views per video, claims check and what to film next, one row per creator. Nobody has to ask for it.

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

Per-creator results, last four weeks, sorted by cost per 1,000 views
Creator	Band	Format	Posts	Median	Best	Cost / 1K	Bonus	Flags	Call
Creator A	Starter	Fold in seconds with the River chair	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Weigh it in your hand with the Jaden chair	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Beach to park with the Jaden chair	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Which print, River, Jaden or Paloma chair	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Outdoor day with a baby and the Paloma chair	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

Read organic views
Only videos that hold their views at the weekly read are shortlisted.
Clear the claims
Check the video against the claims sheet and the category rules before any spend.
Get the creator's OK
Written approval from the creator for paid use, with terms agreed in advance.
Test as an ad
Run the video as one paid test, one variable changed, losers killed early.

From the video to the checkout

Link to the product page of the chair shown, not the home page.
Quote free standard shipping the way the site words it: orders AU$99 and over.
Show the hat next to the chair: 85.00 AUD for the chair, 29.00 AUD for the hat.
Overseas viewers use the site's country selector, which lists Australia, Canada, the United Kingdom and the United States, among others.
No retailer is named, because none was found. Checkout on the site is the destination.

Part 15 of 15

Category rules

Baby outdoor gear: the rules

Creators film real babies outdoors, so these six rules apply to every video before it posts.

No health outcomes
Say only the brand's wording, such as UV50+ sun protection. Never promise protection from sunburn or any health result.
Stay in the age range
Chair: 6 months to 3 years. PlayPop: 6 to 24 months. Hat sizes: 46cm and 50cm. Never show a baby outside these ranges.
Film safely
The baby is always supervised and sits in the chair on level ground. No filming in water or near traffic.
Testing claims
Independent testing to Australian safety requirements is stated only for the PlayPop. Do not extend it to other products.
Tag the partnership
Every post names the brand relationship clearly, in the caption and on screen.
Children's faces
Only the creator's own child, with the parent's say-so. No other children and no home address in frame.

The brand’s legal team sets the final rules. This is the operating floor I’d start from, not legal advice.

Want to see the first briefs?

Grab a time here

Reviews on the River baby chair V2

Reviews on the baby cotton hat

One overall rating on the site

Reviews on the Mini Umbrella

One number to protect

Losers killed early

Claims come from the sheet

One channel for the work

Fold in seconds

Weigh it in your hand

Beach to park

Which print

Outdoor day with a baby

Four sources in

Five filters, fewer each step

Beach-day mum

Picnic parent

Park-walk dad

Toddler hat parent

Travel-light parent

Daycare-bag parent

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Brief and claims sheet

Ramp to ten

Kill the losers

Winners toward paid

Read the cost

Monthly ceiling

From organic to paid

From the video to the checkout

Baby outdoor gear: the rules

No health outcomes

Stay in the age range

Film safely

Testing claims

Tag the partnership

Children's faces

Want to see the first briefs?