Nakie, creator engine

Ten creators, seven videos a week, one number

A first roster for Nakie hammocks, chairs and cooler cups: ten creators live by week 10, paid in bands, aimed at $1 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

Straps, carabiners, hammock: the whole setup

Illustrative post. The creator hangs the double hammock between two trees, shows the 2 × Hammock Straps and 2 × 12KN Carabiners, and says: "Super compact, easy setup & built to last."

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	Ten creators live by week 10	Live by week: 0, 2, 4, 6, 8, 10. Ramp is two creators a week up to ten, over six weeks.
Who	Outdoor, camping and beach creators	People who already film at campsites, beaches and parks. I have not run this category, so Nakie's team corrects me.
Production	7 videos per creator per week	That is 303 creator videos a month at ten creators, enough volume to read tests quickly.
Pay	Three bands, base pay plus a cap	Starter $300 base, $600 cap. Standard $500, $1,000. Premium $800, $1,500.
Bonus	Cap bonus plus $50 for a breakout	At the cap: Starter $300, Standard $500, Premium $700. A video past 100,000 views earns $50 flat.
Compliance	Claims sheet of literal site lines	Creators quote lines copied from the Nakie site. Every post carries a paid-partnership label.
Category rule	Gear safety before reach	Weight ratings quoted as listed, gear hung with the straps in the box, no health outcomes.
Goal	$1 per 1,000 views	The model starts at $5.74 on $10,050 of cost for 1.8M views. It needs 4.2% viral or a 21,711 median.
Report	Monday report, creator by creator	Format, views, cost per 1,000 views against the $1 target, and the hook to repeat or kill.
Decision	Ceiling $15,000, bonuses excluded	Nakie approves the claims sheet and the ceiling. After the first read I keep, rework or stop each format.

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.

At Tabs I built the creator program and the paid engine alongside it. The same playbook applies here: a hook library, one variable per test, losers killed early. The category is different. I have not run outdoor gear before, so the claims sheet, the safety rules and the first read are where Nakie's team will correct me fastest.

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

550,000+
A base that already trusts the brand
The home page describes the shop as trusted by 550,000+ customers. That is a pool of real users to recruit from before any cold outreach.
Published
107 Reviews
A review count to build on
A review count of 107 shows on one page. Creators may point to it only after Nakie confirms what it refers to.
Published
103 Reviews
Counts differ from page to page
A second page shows 103. Before any creator quotes a count, Nakie tells us which number is current.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views, target $1. The model starts at $5.74 on $10,050 of cost, so every test asks what moves that number closer.
One variable per test
Same chair, same hook, different opening shot. Seven videos per creator per week gives 303 a month at ten creators, enough to read.
Losers killed early
A format that misses after its first read is cut. Pay stays inside the cap: $15,000 a month for all ten at the top band, bonuses excluded.
One workspace for the work
Briefs, drafts, claims questions and reports live in one team workspace. Claims get answered the same day, so no creator waits to post.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

PriyaMon 8:30 AM
Brief for this week: Olive Green - Camping Chair, one hook, shot at a campsite. Quote only lines from the claims sheet. Draft due Wednesday.
TessTue 10:15 AM
Can I say the cooler cup keeps drinks cold all day?
Not on the sheet, so no. Use: "Fits cans, bottles, hot drinks + FREE leakproof coffee lid." Anything beyond that, ask here first.
Report botAppMon 9:00 AM
Weekly report posted: views, cost per 1,000 views and hook for each creator row. Target is $1 per 1,000 views.
PriyaWed 2:00 PM
Draft sent back. The weight rating was misread. Use 225kg as listed for the double hammock, or leave the number out.
MarcoThu 7:40 AM
The beach towel video passed 100,000 views overnight.
Flagged. The $50 flat bonus applies, organic views only. Keep the hook in the library.
Check botAppFri 11:00 AM
Check: paid-partnership label on every draft this week? Two drafts are missing it and are held until fixed.

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
Hammock setup
“Two straps, two carabiners, and this is the whole setup.”
One take between two trees: straps out of the bag, carabiners clipped, then lie back. Show the 2 × Hammock Straps on camera.
Brief 02
Cooler cup test
“Can in one hand, coffee in the other, same cup.”
Slide a can into the cup, then switch to a hot drink with the coffee lid on. One take, the cup stays in frame.
Brief 03
Sand-free towel
“Large, sand-free, quick-dry and ultra absorbent.”
Shoot on the sand: shake the towel out, dry off, then fold it away. One take, no cuts.
Brief 04
Chair unpack
“This chair packs into its own storage bag.”
Chair out of the storage bag, open it, sit down, then fold it back. Show the olive green at the lake.
Brief 05
Picnic spread
“Large Family Size, Waterproof, Heavy Duty & Machine Washable.”
Spread the blanket in the park with a friend, set the cooler cup down, pour a drink. Shoot wide, then close on the blanket.

Every product line in a video comes off the claims sheet word for word, for example “Super compact, easy setup & built to last.”, “Large, sand-free, quick-dry and ultra absorbent.”, “Fits cans, bottles, hot drinks + FREE leakproof coffee lid.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Existing customers
Buyers of the Camping Chair and the Cooler & Coffee Cup who already post outdoors. Nakie can tell us who to approach first.
Artist of Nakie and How to Videos
The menu lists an Artist of Nakie page and How to Videos. Creators who already make how-to content fit the hammock and chair formats.
Affiliate or ambassador page
I did not find an affiliate or ambassador page on the site. So there is no inbound list: the first ten are recruited by hand.
Outdoor and beach creators
Camping, beach and picnic creators found by hand through their own posts, then matched to one product in the Nakie range.

Five filters, fewer each step

1Already shoots outdoors
Camps, picnics or goes to the beach in the content they post today.
2Clean disclosure habit
Labels paid posts without being asked.
3Follows a brief
Can hold one variable per test and take notes in the workspace.
4Audience can buy
Shop prices are in AUD and free shipping goes worldwide over a set amount.
5Steady output
Can ship seven videos a week without padding or reposting.

Part 7 of 15

Who we recruit

Weekend camper
Films the campsite, not the studio, and shows the setup start to finish.
Likely product: Olive Green - Camping Chair
Hammock hiker
Light-pack hiker who hangs between trees and talks about carrying weight.
Likely product: Giveaway Winner - Mystery Colour
Beach regular
Surf-and-sand creator with a towel in the car; sand is the daily problem.
Likely product: AFL Couples Combo - Recycled Sand Free Beach Towel
Coffee on the go
Morning-drinks creator who shoots the cup on trails and at the car boot.
Likely product: Kasey Rainbow- Cooler & Coffee Cup
Couples picnic
A pair who film outdoor dates and fit a combo made for two.
Likely product: Chair Couples Combo
Footy supporter
Club fan who watches outdoors; the blanket shows the team colours.
Likely product: Sydney Swans - AFL Sustainable Down Puffy Blanket

Left off, every time

Always left out: anyone who wants to make health claims or compare Nakie with other brands, anyone who tests a weight rating on camera, anyone who will not label paid posts, and anyone who films children on hung gear without an adult present.

Part 8 of 15

First twenty

Campsite weekenders who cook and hang a hammock
Beach-day parents who shoot towels and sand
Day-hike creators with light packs
Van and car-camping couples
Picnic and park-date creators
Coffee-on-the-trail creators
Football supporters who film match days outdoors
Festival campers with a chair and a cooler cup
Surf-trip creators drying off after a session
Backyard hammock readers
Family campers filming the setup
Gear reviewers who explain what is in the box
Sustainable living creators who say recycled in plain words
Fishing and lake-day creators
Hiking-couple vloggers
Travel backpackers who shoot bags and daypacks
Tailgate and park-bench creators
Photographers who shoot outdoor still life
Small creators who make how-to videos
Outdoor dads who film camp setup

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Fits cans, bottles, hot drinks + FREE leakproof coffee lid.”
Cooler & Coffee Cup videos
“Super compact, easy setup & built to last.”
Hammock videos
“Large, sand-free, quick-dry and ultra absorbent.”
Beach towel videos
“Large Family Size, Waterproof, Heavy Duty & Machine Washable.”
Picnic blanket videos
“Compact, lightweight, super cozy and warm!”
Puffy blanket videos
“Quick Dry and Sand-Free for Adults & Kids”
Towel videos

Never said

Each one with the reason it stays out.

Sleeping in a hammock fixes your back
A health outcome. Nothing on the sheet supports it.
The warmest blanket you can buy
A comparison with other brands that nothing supports.
Keeps drinks cold all day
Not on the sheet, so a creator cannot say it.
Safe for any weight
Only the listed weight ratings may be quoted.
Fully eco-friendly, good for the planet
Only the word recycled, used as the site words it.
Half price this weekend
No invented deadlines or discounts. Prices stay as listed.

To confirm with the brand

Held until someone on the brand side signs off.

Easy carry, full back support and a world-first ergonomic rocking design
Back support and world-first are strong claims. Nakie confirms before any creator says them.
Free shipping worldwide over a set order amount
The site shows both $50 and $60 thresholds. Nakie confirms which one is current.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: new voices on one product, proving they can land the hook and the label.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: creators with a steady week behind them and a clean claims record.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: proven hooks and steady views, trusted to carry a couples combo.
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, no stacking.
The $50 flat applies per video that passes 100,000 views.
Organic views only: paid boosts do not count toward any bonus.
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

The model prices ten creators at $10,050 for 1.8M views: $5.74 per 1,000 against a $1 target. It gets there if 4.2% of videos go viral or the median video reaches 21,711 views.

Program facts

Nakie 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
Claims sheet, brief, first creators
Creators go live by week 0, 2, 4, 6, 8, 10, up to ten. The claims sheet and the first brief are locked before anyone posts.
Month 1
First read
Seven videos per creator per week. Losers killed early, hook library started, every test measured against $1 per 1,000 views.
Month 2
Pay follows the read
Creators who reach their cap move up a band. Weak formats are cut. One variable per test, still.
Month 3
Winners head to paid
The best videos move through the organic-to-paid steps. Cap bonuses apply: Starter $300, Standard $500, Premium $700.
End of month 3
Keep, rework or stop
Compare the model's $5.74 per 1,000 with real views against the $1 target. Each format is kept, reworked or stopped.
Ceiling
Monthly ceiling
All ten creators at the top cap cost $15,000, bonuses excluded. That is the most this plan spends on creators in one 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

Weekly report

Every Monday: a row per creator with the format they posted, views, cost per 1,000 views against the $1 target, and the hook to repeat or kill.

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	Hammock setup	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Cooler cup test	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Sand-free towel	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Chair unpack	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Picnic spread	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

Post organic first
The creator posts the cooler cup or chair video unpaid. Only organic views count toward any bonus.
Read the signal
Videos past 100,000 views, or with the best cost per 1,000 views, get flagged in the workspace.
Agree use as an ad
The creator approves use as an ad, with terms in writing, before any boost.
Boost the winner
The winner runs as paid. Its hook goes into the library and the next brief reuses it.

From the video to the checkout

Send hammock and chair videos to the Hammocks and Camping Chair collections.
Send cooler cup videos to the Cooler & Coffee Cup collection.
Point towel and blanket videos at Bundle & Save, where the site says: "Save big with our bundle deals!"
Mention free shipping only after Nakie confirms the current threshold.
Keep prices exactly as listed, such as 54.95 AUD for the cooler cup.

Part 15 of 15

Category rules

Outdoor gear: safety, materials, disclosure

Outdoor gear carries no health claims on my sheet, but it carries safety. These six rules apply to every post. The page adds the legal line.

Weight ratings as listed
Quote only the ratings the site lists: 225kg for the double hammock, 450kg for the straps, 1200kg for the carabiners. Never test a rating on camera.
Hang it as the box shows
Use the two straps and carabiners from the set. No knots, no improvised rigging, and film the setup at a sensible height.
Recycled means what the site says
Say 100% Recycled Camping Chair or Recycled Stainless Steel Cooler Can exactly as listed. No broader green claims.
Temperature claims stay literal
For puffy blankets, only the listed rating: Temperature rating 5 degrees C. No promise of warmth beyond it.
No health outcomes
No back-pain, sleep or wellness claims. The only supporting words are the lines on the claims sheet.
Label every paid post
Every post carries a paid-partnership label. No invented deadlines or discounts. Prices stay as listed, like 54.95 AUD for the cooler cup.

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

A base that already trusts the brand

A review count to build on

Counts differ from page to page

One number to protect

One variable per test

Losers killed early

One workspace for the work

Hammock setup

Cooler cup test

Sand-free towel

Chair unpack

Picnic spread

Four sources in

Five filters, fewer each step

Weekend camper

Hammock hiker

Beach regular

Coffee on the go

Couples picnic

Footy supporter

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Claims sheet, brief, first creators

First read

Pay follows the read

Winners head to paid

Keep, rework or stop

Monthly ceiling

From organic to paid

From the video to the checkout

Outdoor gear: safety, materials, disclosure

Weight ratings as listed

Hang it as the box shows

Recycled means what the site says

Temperature claims stay literal

No health outcomes

Label every paid post

Want to see the first briefs?