Dryrobe, creator engine

Ten creators, seven videos a week

A first Dryrobe roster: swimmers, surfers and dog walkers filming robes, parkas and beanies, paid in bands, reported every Monday.

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

Dry off, then pull on the Burgundy Waterproof Parka

Illustrative: a creator films the Burgundy Waterproof Parka on a cold sideline, with a hook taken from the claims sheet.

Illustrative post

Part 1 of 14

Summary

Creator engine summary
Roster	10 creators, two added each week	Live by week: 0, 2, 4, 6, 8, 10. Six weeks to the full roster.
Who	Swimmers, surfers, parents, dog owners	People who already change, walk or wait in cold weather, matched to a robe, parka, beanie or dog coat.
Production	7 videos per creator per week	303 creator videos a month at 10 creators, five formats, one variable per test.
Pay	Three bands, R$ 300 to R$ 800 base	Caps run R$ 600, R$ 1,000 and R$ 1,500 by band. Ceiling for all ten at the top cap: R$ 15,000, bonuses excluded.
Bonus	R$ 300, R$ 500 or R$ 700 at the cap	Plus R$ 50 flat for a video past 100,000 views, one per creator per month.
Compliance	Claims sheet, literal wording only	Creators quote Dryrobe's own lines. Every draft is checked before it goes live.
Category rule	No health or safety promises	Apparel: talk fabric, fit and weather. Kids with a parent in frame, dog coats by listed size.
Goal	R$ 1 per 1,000 views	The simulator starts at R$ 5.74 per 1,000 views, on R$ 10,050 of cost and 1.8M views.
Report	Every Monday, one page	Videos live, organic views, cost per 1,000 views, best hook, who to re-band.
Decision	Sign off the claims sheet	Then the first two creators go live. The rest follow at two a week up to ten.

Part 1 of 14, 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: R$ 1,000; Proposed
Bonus past 100,000 views: R$ 50; Proposed
Bonus at the top cap of the highest band: R$ 700; Calculated
Program cost a month, bonuses included: R$ 10,050; Calculated
Views a month at the assumptions: 1.8M; Calculated
Cost per 1,000 views: R$ 5.74; Calculated
Target cost per 1,000 views: R$ 1; Proposed

Part 2 of 14

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.

Same playbook as at Tabs: a small roster, clear pay bands, a hook library, losers killed early. Different category: Dryrobe sells changing robes, parkas, beanies and dog coats, and I have not run apparel before. The claims sheet and your team's answers on fit and fabric cover that gap.

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 14

Why now

299
Reviews behind the page rating
The page shows an overall rating of 4.8729095 out of 5 from 299 reviews. Creators start with proof that buyers already like the product.
Published
295
Reviews on the Pink Camo REWORK Tote Bag
The tote carries 295 reviews at 4.9 in its structured data. It is an easy first product for a pack-out video.
Published
90-day
Returns and delivery in the description
The home description says free delivery and 90-day returns. That removes a common objection from a creator's closing line, once your team confirms the terms per market.
Published
R$ 816.00
A Resale price with a crossed-out price
The Resale Black Pink Advance Changing Robe XL is listed at R$ 816.00 against a crossed-out R$ 1428.00. That gap is a ready-made hook for a Resale video.
Published

Part 4 of 14

Principles

One number to protect: R$ 1 per 1,000 views
Every decision is tested against the R$ 1 target. The simulator starts at R$ 5.74, so most of the work is moving views, not cutting pay.
One variable per test
Same parka, same setting, one change: the opening line, the location or the cut. Seven videos per creator per week gives enough reps to see what moved views.
Losers killed early
A format that stalls after its first batch is dropped and its slots go to the hook library winners. The ramp adds two creators a week up to ten, so nobody is locked in.
Ask before posting, not after
Briefs, claim questions, drafts and reports live in one shared workspace. A creator who is unsure asks there, gets an answer the same day, and the answer goes on the claims sheet.

Part 4 of 14, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MartaMon 8:30 AM
This week's brief: the Deep Sea Blue Waterproof Parka, everyday coat angle. Seven videos, one hook each, one variable changed per video. Use claims sheet lines only.
TheoMon 10:15 AM
Can I say the parka keeps me dry through a whole storm walk?
Say what the sheet says: high-performance weatherproof protection. No promises about hours or conditions. I'll add your question to the sheet.
MartaTue 9:00 AM
Draft back to Ines: the Waffle Beanie hook lands, but the caption promises warmth in any water. Cut that line and use insulated headwear for cold-water warmth. Resend today.
Report botAppFri 4:00 PM
Weekly report posted: videos live, organic views, cost per 1,000 views against the R$ 1 target, top hook. Two formats flagged to cut next week.
JonasSat 11:20 AM
The tote bag pack-out just passed 100,000 views. Does the bonus apply?
Yes: R$ 50 flat, one per creator per month, organic views only. I'm flagging the video for a paid test.
Check botAppWed 2:00 PM
Check: three videos this week mention water temperature, which is not on the claims sheet. Held for review before any bonus is counted.

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 14

Formats

Brief 01
Everyday coat walk
“Everything you love about Dryrobe®, shaped for your everyday life.”
One handheld take on a coastal walk, parka on, zip and pockets in frame. End on the light grey fleece lining.
Brief 02
Beach bag pack-out
“…pack everything you need for a day at the beach.”
Overhead on a towel: unzip the Pink Camo REWORK Tote Bag and fit a changing robe inside. One cut, no voiceover until the zip closes.
Brief 03
Kids robe after the swim
“The original fast-drying changing robe, built for every journey.”
A parent films a child pulling on a Kids Advance robe after a beach session. Parent in frame, no names on screen.
Brief 04
Dog coat on the shoreline
“The ultimate adventure companion for your best friend”
Owner puts the dog coat on at the car, then a short walk. Show the fit across the back and the listed size.
Brief 05
Cold morning beanie
“Insulated headwear for cold-water warmth”
Close-up on a cold shoreline: pull the Waffle Beanie on, turn to show the weave. Keep the wind noise in.

Every product line in a video comes off the claims sheet word for word, for example “Stay warm and dry with recycled fabrics.”, “Main fabrics are made with 100% GRS-certified recycled materials.”, “The original weatherproof changing robe for effortless outdoor changes”. Product names are said as printed.

Part 6 of 14

Recruiting

Four sources in

Cold-water swim groups
Sea-swim and open-water regulars already change outdoors. The robe is part of their routine, so the first video needs no explaining.
Surf and coastal clubs
Dryrobe's own beanie copy talks about checking the surf. Club members and coastal walkers show that setting without staging it.
Parents on cold sidelines
The parka copy mentions cold sidelines, and there is a Kids range in sizes 5-9 and 10-13. Parents film real after-sport moments.
Affiliate or ambassador page
I did not find an affiliate or ambassador page on the site. I would recruit by direct outreach and ask your team whether a program already exists.

Five filters, fewer each step

1Real weather
Recent posts are filmed outdoors in actual cold, wind or rain, not in a studio.
2Claims discipline
Has never promised health outcomes in a sponsored post.
3Audience fit
Audience swims, surfs, walks dogs or stands on kids' sports sidelines.
4Production pace
Can deliver 7 videos a week with a fresh hook in each one.
5Brand safety
No alcohol-led or adult content. Films children only with a parent in frame.

Part 7 of 14

Who we want

Cold-water swimmer
Changes on the shore after every swim, so the robe is the whole story of the video.
Likely product: Resale - Black Pink Advance Changing Robe XL
On-foot commuter
Walks to work or the coast in all weather and wants an everyday coat that looks sharp.
Likely product: Deep Sea Blue Waterproof Parka
Surf-club regular
Stands on a cold beach before and after sessions, wind in the face.
Likely product: Waffle Beanie Black
Beach-day parent
Packs for the whole family and shows the pack-out in one take.
Likely product: Pink Camo REWORK Tote Bag
Dog owner
Walks the same shoreline daily and films the coat going on in real conditions.
Likely product: Resale - Camo Grey Dog Coat XS
Sideline parent
Waits out junior sport in the cold and shows a child warming up after.
Likely product: Resale - Blue Camo Orange Advance Kids 10-13

Left off, every time

Always left out: creators who make health or safety promises, anyone filming children without a parent in frame, staged cold-water stunts, rescue or safety-gear claims, and anyone who will not stay inside the claims sheet. Apparel rule: fabric, fit and weather only.

Part 8 of 14

First twenty

Year-round sea swimmers who post morning routines
Open-water swim club organisers
Surf-school instructors who film beach days
Coastal dog walkers with a daily shoreline routine
Parents of junior swimmers filming poolside to car
Junior football parents on cold sidelines
Cold-weather commuters who walk to work
Van-life and campervan travellers on the coast
Wild-camping and hiking creators
Paddleboard and kayak regulars
Beach-clean volunteers who film their sessions
Sailing and marina creators
Cyclists who ride coastal routes
Photographers who shoot on windy shores
Triathlon trainees doing open-water practice
Festival-goers who film field mornings
Family travel creators with school-age children
Bag and packing-routine creators
Outdoor gear reviewers with an honest tone
Thrift and resale hunters who film their finds

Part 9 of 14

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Stay warm and dry with recycled fabrics.”
Closing line of any robe or parka video
“Main fabrics are made with 100% GRS-certified recycled materials.”
Parka videos, on-screen text or voiceover
“The original weatherproof changing robe for effortless outdoor changes”
Adult robe videos, opening or closing
“Insulated headwear for cold-water warmth”
Waffle Beanie videos
“The ultimate adventure companion for your best friend”
Dog coat videos
“The original fast-drying changing robe, built for every journey.”
Advance robe and kids robe videos
“A zipped, water-repellent tote bag that’s ready for adventures both big and small.”
Tote bag pack-out videos

Never said

Each one with the reason it stays out.

Guaranteed to keep you dry in any storm
No guarantees. Only the sheet's weatherproof protection wording is allowed.
Stops you getting cold after a swim
A health outcome. Dryrobe's own wording speaks of warmth, not of outcomes.
Better than other changing robes
A comparison nothing in the collected facts supports.
Safe gear for water rescue or open-water safety
Not stated by Dryrobe. Creators make no safety or rescue claims.
Every purchase funds the RNLI
The brand only says Support RNLI. Creators add no donation claims.
Resale pieces are as good as new
Condition of Resale items is not stated in the facts. Say Resale only as the shop labels it.

To confirm with the brand

Held until someone on the brand side signs off.

Free delivery & 90-day returns
Shipping terms differ by country in the facts. Confirm per market before any creator mentions them.
Any award or press badge visible in product photos
A badge in a photo is not a claim on the sheet. Confirm with your team before a creator repeats it.

Part 10 of 14

Pay

Starter
R$ 300–600
a month, by band
Starter: a small but real outdoor audience, testing one robe, beanie or tote.
Bonus at the cap: R$ 300
Standard
R$ 500–1,000
a month, by band
Standard: steady weekly output with hooks that already hold attention.
Bonus at the cap: R$ 500
Premium
R$ 800–1,500
a month, by band
Premium: proven reach and clean claims, trusted with the parka and Resale drops.
Bonus at the cap: R$ 700

Under 100,000 views
R$ 0
The base pay covers the work.
100,000 views
+R$ 50 flat
Whatever the band.
1,000,000 views
Top-up to your cap
Bonus = band cap − base pay.

One cap bonus per creator per month, paid only when the band's monthly cap is reached.
Bonuses are judged per video: the R$ 50 flat bonus counts a single video past 100,000 views.
Organic views only. Boosted or paid views never count toward the 100,000 line.
No bonus on any video that broke the claims sheet or the apparel category rule, however far it travels.

Starter: R$ 600 cap − R$ 300 fee = R$ 300 bonus; Standard: R$ 1,000 cap − R$ 500 fee = R$ 500 bonus; Premium: R$ 1,500 cap − R$ 800 fee = R$ 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 14

Simulator

Read it as a gap: R$ 5.74 per 1,000 views today against the R$ 1 target, on sliders you can move. To close it, 4.2% of videos go viral or the median video reaches 21,711 views.

Program facts

Dryrobe creator engine, per month

Monthly cost: R$ 10,050
Base pay: R$ 10,000
Est. bonuses: R$ 50
Videos / month: 303
Est. views / month: 1.8M
Cost per 1,000 views: R$ 5.74

Above the R$ 1 target at these inputs.

To hit R$ 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: +R$ 50 for a viral video, one per creator per month.

Part 11 of 14, 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	R$ 10,050	R$ 6.96	No
1,500	1.8M	R$ 10,050	R$ 5.74	No
3,000	2.4M	R$ 10,050	R$ 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	R$ 10,000	R$ 8.44	No
0.5%	1.8M	R$ 10,050	R$ 5.74	No
1%	2.9M	R$ 10,150	R$ 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 × R$ 1,000 = R$ 10,000 base + 1 bonus × R$ 50 = R$ 10,050. Cost per 1,000 views = R$ 10,050 ÷ 1.8M × 1,000 = R$ 5.74 against a R$ 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 14

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	R$ 0	R$ 2,000	R$ 4,000	R$ 6,000	R$ 8,000	R$ 10,000

Warm-up
Claims sheet and hook library
You sign off the sheet. The hook library is seeded from its three lines. Creators live by week: 0, 2, 4, 6, 8, 10.
Month 1
Ramp to ten
Two creators join each week until ten are live after six weeks. Seven videos each per week, one variable per test, first losers killed.
Month 2
Re-band on results
Move creators between Starter, Standard and Premium by cost per 1,000 views, not follower count. Shift slots to the formats beating the R$ 1 target.
Month 3
Best hooks to paid
Videos past 100,000 views earn R$ 50 flat. The strongest are tested as paid ads against the parka and robe pages.
Day 90
Keep, cut or re-band
Read the full ledger: 303 videos a month, cost against the R$ 10,050 modelled, views against 1.8M. Every creator is kept, cut or moved.
Monthly ceiling
R$ 15,000 at the top cap
If all ten creators sit at the top cap with no bonuses, creator spend tops out at R$ 15,000. That is the number to hold.

R$ 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 14

Weekly report

Every Monday: videos live, organic views, cost per 1,000 views against R$ 1, the best hook, and which creators to re-band. One page, no chasing.

Creator engine, last 4 weeks

Target R$ 1 per 1,000 organic views Illustrative

Creators reporting: 5
Posts last week: 32
Avg cost per 1,000 views: R$ 8.94
Bonuses owed: R$ 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	Everyday coat walk	7	2.1K	25K	R$ 3.37	R$ 0	None	Keep
Creator B	Standard	Beach bag pack-out	7	1.4K	8.4K	R$ 9.83	R$ 0	Claim check	Replace
Creator C	Premium	Kids robe after the swim	6	1.8K	54K	R$ 7.94	R$ 0	None	Watch
Creator D	Starter	Dog coat on the shoreline	5	900	3.6K	R$ 12.99	R$ 0	Over cap?	Replace
Creator E	Standard	Cold morning beanie	7	1.2K	11K	R$ 10.59	R$ 0	Release missing	Replace
All creators	not applicable	not applicable	32	1.5K	54K	R$ 8.94	R$ 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 14

Apparel rules

Apparel rules for Dryrobe creators

Seven videos per creator per week need guardrails. Apparel has no medical claims to make, so the risk is overreach on weather, fit, safety and kids.

Weather, not health
Say what the page says: waterproof, fast-drying, insulated. Never present warmth or comfort as a medical outcome. A video that does loses its R$ 50 bonus.
Fabric lines stay on their product
Quote the 100% GRS-certified recycled materials line only on products whose own description carries it, such as the Black Waterproof Parka.
Kids: parent in frame
Children appear only with a parent in frame, no names on screen. Use the listed sizes, Kids 5-9 or 10-13, and nothing about growth or ability.
Dogs: listed size only
Dog coats are shown in the sizes listed, such as XS or XS/S/M. No claims about a dog's health, behaviour or breed.
Resale means Resale
Show the crossed-out price only when the listing shows it, such as R$ 816.00 against R$ 1428.00. Never describe the condition beyond the shop's own label.
No water-safety stunts
No staged cold-water dares, rescue scenes or safety-gear claims. Support RNLI is the brand's own line. Creators add no figures to it.

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 behind the page rating

Reviews on the Pink Camo REWORK Tote Bag

Returns and delivery in the description

A Resale price with a crossed-out price

One number to protect: R$ 1 per 1,000 views

One variable per test

Losers killed early

Ask before posting, not after

Everyday coat walk

Beach bag pack-out

Kids robe after the swim

Dog coat on the shoreline

Cold morning beanie

Four sources in

Five filters, fewer each step

Cold-water swimmer

On-foot commuter

Surf-club regular

Beach-day parent

Dog owner

Sideline parent

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Claims sheet and hook library

Ramp to ten

Re-band on results

Best hooks to paid

Keep, cut or re-band

R$ 15,000 at the top cap

Apparel rules for Dryrobe creators

Weather, not health

Fabric lines stay on their product

Kids: parent in frame

Dogs: listed size only

Resale means Resale

No water-safety stunts

Want to see the first briefs?