Jinx, creator engine

Ten creators for Jinx, one bowl at a time

A first roster for Jinx: ten creators, seven videos each per week, paid by band and judged on 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

Bowl check: biscuits first

Illustrative post: the creator shows the bowl, then hands over a Peanut Butter & Bone Broth Biscuit as the reward. No health claims, just the dog's reaction.

Illustrative post

Part 1 of 15

At a glance

Creator engine summary
Roster	Ten creators, two added each week	The ramp runs six weeks, from zero to ten creators live, two a week.
Who	Dog owners who film a real bowl	Six personas, from picky eaters to puppy owners, each matched to a Jinx product.
Production	Seven videos per creator each week	At ten creators that adds up to 303 creator videos a month.
Pay	Starter, Standard and Premium bands	Starter $300 up to a $600 cap, Standard $500 to $1,000, Premium $800 to $1,500. Proposed amounts.
Bonus	$50 flat past 100,000 views	One per creator per month, organic views only. At the cap: $300 Starter, $500 Standard, $700 Premium.
Compliance	A claims sheet attached to every brief	Creators quote only Jinx's own wording. A video that breaks the sheet earns no bonus.
Category rule	No health outcome promises, ever	Food claims stay inside Jinx's own words, attributed to Jinx, never turned into a result for a dog.
Goal	$1 per 1,000 views	The target is $1. The simulator's first pass lands at $5.74, so the work is closing that gap.
Report	Every Monday, one page	Cost, views and claims check per creator, so you never have to ask.
Decision	Keep, change or stop at day ninety	Ceiling is $15,000 a month with all ten at the top cap, bonuses excluded. Nothing renews itself.

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

Why me

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.

Tabs was creators plus paid: brief them tight, test one variable at a time, kill losers early and pay for output. The playbook doesn't change for Jinx; the category does. I have never run fresh dog food, so the first weeks go to learning what a feeding-bowl video needs and what Jinx's own pages let us say.

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

135
Reviews on a single topper
The Freeze-Dried Chicken Topper shows 4.8 out of 5 stars across 135 Reviews. Customers already talk about the bowl; creators can show it.
Published
5%
Repeat-order saving
Jinx says it enjoys 5% off every repeat order with its subscription service, and doesn't typically offer coupons or promo codes. That shapes how creators talk about price.
Published
$65
Free shipping line
Jinx states free shipping on orders $65+. A creator can send viewers to a first basket that clears it with a few bowl add-ons.
Published
$7.00
An easy first buy
Peanut Butter & Bone Broth Biscuits cost $7.00, a low-friction product for a creator to buy and film before a bigger bag.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views is the number. The target is $1; the simulator starts at $5.74, and every format is judged on how far it moves that gap.
One variable per test
Each week changes one thing: the hook, the bowl or the length. Seven videos per creator gives us enough reps to see what actually moved.
Losers killed early
A format that trails after its first batch loses slots to the one ahead. The hook library keeps the winning openers for the next brief.
Brief in the open, one workspace
Briefs, claim questions, drafts and reports live in one shared workspace, so every answer is readable by the whole roster, not buried in a DM.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

Report botAppMon 8:00 AM
Weekly report posted: videos per creator, views, cost per 1,000 views against the $1 target, and the claims check for every draft.
PriyaMon 8:30 AM
This week's brief: Salmon Jerky Bites Dog Treats as the reward at the end of a bowl build. Open on the dog, not the bag. Seven videos each, same as always.
JulesMon 10:15 AM
Can I say the biscuits helped my dog's coat? Her fur looks great since we switched.
Not as a result. The only line you can use is Jinx's own, attributed to Jinx: "A balanced blend of omega-3 & 6 fatty acids support healthy skin & a shiny coat."
PriyaTue 2:00 PM
Dev, the cold open works. Cut the line about his stomach, that's a health claim. Reshoot the last few seconds with just the bowl and resend.
MarcusThu 4:45 PM
My Beef Crumbles Meal Topper video just passed 100,000 views, all organic.
That's the $50 flat bonus, one per month. Send the raw file so we can test it in paid.
Claims botAppFri 11:00 AM
Claims check done on all new drafts against the sheet. One draft held for a health line. Bonus eligibility unchanged for the rest.

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
Reward biscuit
“Watch what happens when I open the biscuit bag.”
Phone at dog height. Open the bag, hold up a Peanut Butter & Bone Broth Biscuit, film the dog's first reaction in one take.
Brief 02
Kibble reveal
“Okay, who let the kibble out?”
Pour a full bowl of Grass-Fed Beef Dog Food from above, then cut to the dog arriving. Keep the sound on.
Brief 03
Family feeding
“Mealtime in our house is never quiet.”
Film the real routine: one hand on the baby, one scooping Cage-Free Chicken Dog Food. One continuous clip, no staging.
Brief 04
Topper test
“Plain kibble, then the topper. Same dog.”
Split the bowl: plain kibble on one side, Freeze-Dried Chicken Topper on the other. Film which side the dog picks first.
Brief 05
Bedtime treat
“Our evening ritual, and yes it ends with jerky.”
Film from the bed: play first, then one Chicken Jerky Bites treat as the wind-down. Natural light, no script.

Every product line in a video comes off the claims sheet word for word, for example “No corn, soy, or wheat, just proteins dogs and cats crave.”, “100% money-back guaranteed”, “1% of every Jinx purchase is donated to a nonprofit of your choice.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Jinx's own followers
People who follow Jinx on Instagram and Facebook and already post their dogs. They know the line and need the least explaining.
Reviewers and repeat buyers
Customers who wrote reviews, like those on the Freeze-Dried Chicken Topper, are warm first conversations.
Pet-owner creators on short video
Owners who film real meals, shortlisted by video quality and dog on camera, not by follower count.
Affiliate or ambassador page
No affiliate or ambassador page was found on the site, so this roster starts from direct outreach, not an existing program.

Five filters, fewer each step

1Dog on camera
The dog is in every video and eats on camera without coaxing.
2Real feeding routine
Shows an actual bowl, scoop or treat moment, not a staged ad read.
3Claims discipline
Passes a short check on the claims sheet before the first brief.
4Clean audience
Comments come from real owners, not giveaway or engagement-pod activity.
5Reliable cadence
Can deliver seven videos a week through the six-week ramp.

Part 7 of 15

Who we want

Picky-eater owner
Films the daily standoff at the bowl and what finally gets the dog to eat.
Likely product: Picky Dog Essentials Starter Pack
New puppy parent
Documents the first weeks at home: the feeding schedule, the treats, the mess.
Likely product: Puppy Essentials Starter Pack
Senior dog owner
Shows an older dog's routine and meals, honest about age, never medical.
Likely product: Senior Cage-Free Chicken Dog Food
Big-dog household
Large dogs, big bags, big appetites; the pour is the content.
Likely product: Large Breed Grass-Fed Beef Dog Food
Small-breed owner
A tiny dog, a careful owner who reads the label on camera.
Likely product: Small Breed Grain-Free Atlantic Salmon Dog Food
Treat-time trainer
Trains with rewards; every clip ends on a jerky or biscuit moment.
Likely product: Salmon Jerky Bites Dog Treats

Left off, every time

Never recruited: anyone who gives veterinary advice or promises a health result, accounts built on giveaways, creators who can't show their own dog eating, and anyone who would rank Jinx against a named competitor. Category rule: only Jinx's own wording.

Part 8 of 15

First twenty

Owners of a picky eater who film the bowl negotiation
First-time puppy owners documenting their early routines
Senior-dog owners with an honest daily routine
Large-breed owners who film the pour
Small-breed owners who read labels aloud
Multi-dog households with a full feeding line-up
Dog trainers who reward with treats on camera
Hikers and runners who bring their dog along
Dog-park regulars who film real meals
Rescue and adoption families sharing the first bowl
Parents who feed the dog while the kids run around
Apartment dog owners with a tidy mealtime routine
Home cooks who add toppers and sauces to the bowl
Pet-owner creators who already make unboxing videos
Owners switching their dog from another food, with the real story
Cat-and-dog households who show both bowls
Crunch and ASMR dog-eating creators
Local dog-walkers with an engaged neighborhood audience
Owners of dogs on a strict feeding schedule
Owners who like set-and-forget deliveries and explain why

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“No corn, soy, or wheat, just proteins dogs and cats crave.”
Any bowl or kibble video
“100% money-back guaranteed”
Pinned comment or end card
“1% of every Jinx purchase is donated to a nonprofit of your choice.”
Caption, once per video
“Crafted by an expert council of Pet Nutritionists, Veterinarians, and Formulators with a collective 120 years experience.”
Brand-story clips, said as Jinx's wording
“A balanced blend of omega-3 & 6 fatty acids support healthy skin & a shiny coat.”
Kibble videos, attributed to Jinx, never as your dog's result
“We offer free shipping on orders $65+.”
Checkout-focused cuts
“Sprinkle it over kibble to add savory flavor and texture to everyday meals.”
Beef Crumbles Meal Topper clips

Never said

Each one with the reason it stays out.

Jinx fixed my dog's allergies
A health outcome. Only Jinx's own wording is allowed, attributed to Jinx.
Vets say Jinx beats every other brand
A comparison, and an endorsement nobody gave.
Your dog will live longer on Jinx
A health promise Jinx's pages don't make.
It cleared up my dog's stomach trouble overnight
A health result, and it invites a medical conversation.
Guaranteed to work for every picky dog
Overpromise. The only guarantee Jinx states is money-back.
Chris Evans feeds his dog this
The site names a partnership, but a creator can't turn a name mention into an endorsement.
Use my code for a discount
Jinx says it doesn't typically offer coupons or promo codes.

To confirm with the brand

Held until someone on the brand side signs off.

Whether creators may mention the Chris Evans partnership
The site names it, but we need Jinx's yes before anyone does.
Which free-shipping line to quote
The site shows $65 in one place and $49 for subscriptions; Jinx picks the one creators use.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
For first-time partners with a good dog and a clean first video; we learn the format together.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
For creators who hit the weekly cadence and keep the claims sheet clean through the first month.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
For the few whose videos keep winning in paid tests: the highest cap, earned and never offered.
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.
Per video: a single video that passes 100,000 views earns $50 flat.
Organic views only: boosts, paid reach and bought views never 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

At ten creators the program makes 303 videos and about 1.8M views a month for $10,050, or $5.74 per 1,000 views. To reach $1, 4.2% of videos must go viral or the median must reach 21,711 views.

Program facts

Jinx 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 screen
Claims sheet signed off by Jinx, briefs written, first creators screened. Nobody is paid until the first brief is approved.
First month
Ramp to ten
Two creators join each week until ten are live, six weeks in all. Each posts seven videos a week; losers killed early.
Second month
Narrow the formats
Cut the weakest of the five formats, hold the best two, move top performers up a band. One variable per test.
Third month
Send winners to paid
Videos that pass the organic bar go to paid testing, with the creator's written yes, judged against the $1 target.
Day ninety
Review
I show cost per 1,000 views against $1, which formats earned their slots, and what I'd change. Keep, change or stop.
Monthly ceiling
Spend stops at $15,000
All ten creators at the top cap, bonuses excluded. This is a Proposed ceiling; nothing goes above it without your written yes.

$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: videos posted per creator, views, cost per 1,000 views against $1, the claims-check result and the hooks that earned the next brief.

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	Reward biscuit	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Kibble reveal	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Family feeding	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Topper test	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Bedtime treat	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 runs on the creator's own account first. Nothing is boosted until it has a view count of its own.
Pick the winners
Videos that pass the cost-per-view bar and the claims sheet go on a short list for Jinx's review.
Get it in writing
The creator agrees in writing before a video becomes a paid ad. Bonus rules stay as they are.
Test in paid
One variable per test: same video, new audience or new caption. Losers killed early, winners scaled against the target.

From the video to the checkout

Send viewers to the Jinx shop first, where free shipping is stated on orders $65+.
Point shelf-minded viewers to Walmart, Chewy or Amazon, or in-store pickup, as Jinx lists.
On subscription clips, repeat Jinx's own line: 5% off every repeat order.
Never promise a coupon: Jinx says it doesn't typically offer coupons or promo codes.
Keep delivery talk to Jinx's wording: orders typically take 2-6 business days in transit.

Part 15 of 15

Food rules

Food rules for Jinx creators

A dog-food video is judged by what you say about the bowl. These six rules keep every Jinx video inside the brand's own words.

Only Jinx's own words
Health language comes from the claims sheet and is attributed to Jinx. Never turn it into a result for your own dog, even on a video that passes 100,000 views.
Show, don't diagnose
No talk of allergies, stomach trouble, weight or illness. If a viewer asks, point them to their vet, not to Jinx.
No comparisons
Never name or rank another brand. Say what's in the bowl, not what's wrong with someone else's.
Feed it as the page says
Show portions and mixing the way the product page describes, such as a topper sprinkled over kibble. No stunts with the food.
Disclose every post
Say the partnership in the first line and the caption. Gifted product counts, and so does the $50 bonus.
Right dog, right product
Match the video to the product: puppy food for puppies, small-breed for small dogs. This first roster is dogs only.

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 a single topper

Repeat-order saving

Free shipping line

An easy first buy

One number to protect

One variable per test

Losers killed early

Brief in the open, one workspace

Reward biscuit

Kibble reveal

Family feeding

Topper test

Bedtime treat

Four sources in

Five filters, fewer each step

Picky-eater owner

New puppy parent

Senior dog owner

Big-dog household

Small-breed owner

Treat-time trainer

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Brief and screen

Ramp to ten

Narrow the formats

Send winners to paid

Review

Spend stops at $15,000

From organic to paid

From the video to the checkout

Food rules for Jinx creators

Only Jinx's own words

Show, don't diagnose

No comparisons

Feed it as the page says

Disclose every post

Right dog, right product

Want to see the first briefs?