PrettyLitter, creator engine

Ten cat-owner creators for PrettyLitter

Two creators a week until ten are live, seven videos each a week, every claim taken from lines PrettyLitter already prints.

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

Day one with the color-changing litter

Caption: Trying PrettyLitter's color-changing crystals in the Calm Aloe scent. Subscribe & Save 29%. #ad

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	10 creators, two added every two weeks	Live by week: 0, 2, 4, 6, 8, 10. Six weeks of ramp. All of it is a proposal.
Who	Everyday cat owners with a real cat on camera	Six personas, from the first-time cat parent to the subscription planner. No pet celebrities.
Production	7 videos per creator per week	That is 303 creator videos a month at 10 creators, five formats, one variable per test.
Pay	Fee $300 to $800, cap $600 to $1,500	Starter, Standard and Premium bands. Each creator has a fee and a cap.
Bonus	$50 flat past 100,000 views	One bonus per creator per month, organic views only.
Compliance	A claims sheet of literal PrettyLitter lines	Creators quote the brand's wording. A draft that breaks the sheet goes back unpaid for the bonus.
Category rule	No health outcomes, no vet advice	The color chart is shown as the brand prints it, never as a diagnosis of the cat.
Goal	$1 per 1,000 views	A proposed target. The simulator starts at $5.74, and closing that gap is the work.
Report	Every Monday, before anyone asks	Videos per creator, ranked hooks, cost per 1,000 views against $1, bonuses earned.
Decision	Sign off the claims sheet and the first two creators	Everything else follows the ramp and the monthly ceiling of $15,000.

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

History

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 to 100M monthly social impressions and ran the paid ad engine alongside it. The playbook was tight briefs, losers killed early, pay tied to reach. Same here, in cat litter, a category I have not run. I do not know its rhythms yet, so the first weeks are tests.

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

52,000+
Reviews already written
PrettyLitter shows 52,000+ reviews. That is a pool of owners who have an opinion and a camera.
Published
4.9
A rating creators can point to
The page shows a score of 4.9 out of 5 stars. A creator can say that number as written without adding a promise.
Published
25%
A first-order offer to send people to
Try PrettyLitter and get 25% OFF Your First Order is a ready call to action for a new viewer.
Published
29%
A subscription line
Subscribe & Save 29% gives the monthly litter subscription videos a concrete offer to close on.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views against a $1 target. The simulator starts at $5.74 and shows what must change: more breakout videos or a median of 21,711 views.
One variable per test
Each batch changes one thing: the hook, the scent, the shot. Seven videos per creator per week give ten creators 303 videos a month to read.
Losers killed early
Hooks that stall in the first week are dropped. Winners enter the hook library and are briefed to the next creator on the roster.
Pay for reach, cap the risk
A fee and a cap per band, a $15,000 monthly ceiling at the top cap with bonuses excluded, and $50 flat past 100,000 views.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MayaMon 8:30 AM
This week's brief: one variable, the hook. Open on the color-changing crystals, say the line from the claims sheet, then show the scoop. Seven videos by Sunday.
JordanTue 10:15 AM
Can I say the litter tells me if my cat is sick?
No. Say only the brand's words: "Our color-changing tech shows abnormal alkalinity, acidity, and the presence of blood." Then tell people to ask their vet about anything unusual.
Report botAppMon 9:00 AM
Weekly report: videos per creator logged, hooks ranked, cost per 1,000 views against the $1 target. Two hooks flagged to kill, one to brief to the next creator.
MayaWed 2:40 PM
Draft back to you. The caption says the litter keeps your cat healthy. That is a health outcome, so it is out. Reshoot the last seconds around the 99% Dust-free line.
Report botAppThu 4:05 PM
A video from Priya passed 100,000 views, organic only. The $50 flat bonus is queued, one per creator per month. The hook is now in the library.
MayaFri 11:00 AM
Check-in: the ad disclosure is in the first line, the price matches the product page at $27.99, and Subscribe & Save 29% is spelled the way the brand prints it.

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
Color-change check
“Watch what the crystals do when I pour it”
Overhead on the box, close on the crystals, then the chart. Read the brand's color line aloud; no guesses on what a color means.
Brief 02
Bag-to-box pour
“One bag, about a month. Here is my box on day one”
Handheld, bag on the floor, pour, then the scoop. Say about a month as the brand writes it; no promise for other homes.
Brief 03
The dust test
“Pour test: how much dust do you see?”
Slow pour at eye level, backlit, one take. Say the brand's dust line after the pour and let the viewer judge the rest.
Brief 04
Doorstep unboxing
“My litter shows up at the door. Here is the box”
Doorstep unbox, one take. Mention free shipping in the contiguous US and the Subscribe & Save line, read as printed.
Brief 05
The cat tests it
“Meet the cat who tests every box I buy”
Cat first, litter second. Follow the cat through a day; show the box, the mat and the scoop. No health claims about the cat.

Every product line in a video comes off the claims sheet word for word, for example “99% Dust-free”, “Subscribe & Save 29%”, “52,000+ Reviews”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Customers who already post
A 4.9 rating across 52,000+ reviews means many owners like the litter. I would look for those who also post video and ask them first.
Cat-owner creators on short video
Everyday owners with small, engaged audiences who already film litter box routines, cleaning and cats at home.
Pet-care and home-routine niches
Creators whose feed is chores, small apartments and new-pet life. A litter subscription fits there without a health pitch.
Affiliate or ambassador page
The affiliate or ambassador page was not found on the site, so recruiting starts with direct outreach and a clear brief.

Five filters, fewer each step

1A real cat in frame
Recent videos show a real cat and a real litter box, not stock footage.
2Reads a claim as written
Can say a brand line without adding a health promise of their own.
3Clean past posts
No earlier posts promising medical outcomes for pets.
4Shows up weekly
Can post seven videos a week through the test without quality dropping.
5Discloses the partnership
Marks every post as an ad in the first line, every time.

Part 7 of 15

Who

First-time cat parent
Just adopted, wants a simple routine and a box that does not smell.
Likely product: PrettyLitter Original Unscented Cat Litter
Apartment dweller
Small space, odor matters, tired of lugging heavy bags up the stairs.
Likely product: PrettyLitter Lotus Scented Cat Litter
Subscription-minded planner
Likes things on autopilot and never wants a last-minute litter run.
Likely product: Aloe Scented PrettyLitter Monthly Subscription
Multi-cat household
Runs several boxes and wants one routine across all of them.
Likely product: PrettyLitter Health Monitoring Cat Litter
Cat gear haul fan
Films setups: mat, scoop, tunnel, scratcher. Shopping-haul style.
Likely product: Litter Mat and Scooper Bundle
Picky-cat owner
Posts feeding routines; the food bundle fits without litter-only talk.
Likely product: PrettyPlease Bundle - Indoor Strength

Left off, every time

Always out: anyone who sells pet health advice or acts as a vet, who has posted medical promises for pets, who films without a real cat, or who will not disclose the partnership. Category rule: nobody reads the color chart as a diagnosis.

Part 8 of 15

Twenty first

First-time cat owner filming the first week at home
Apartment dweller who hates carrying heavy litter bags
Multi-cat household with several boxes
Foster volunteer who rotates kittens through the home
Remote worker whose cat is on every video call
Subscription-box reviewer who already unboxes pet products
Home-organization creator with a dedicated litter corner
New-homeowner creator setting up a first pet space
Cat accessory haul creator: mat, scoop, tunnel, scratcher
Picky-eater cat owner who films feeding routines
Rescue adopter documenting the first month together
Small creator whose cat has a following of its own
College renter with a cat and a tight budget
Senior-cat owner filming a careful, calm routine
Clean-home and odor-routine creator, no health talk
Pet-parent couple filming chores as a bit
Plant and cat household with a tidy setup
Creator who posts product comparisons honestly and discloses
Parent whose kids help with the cat's daily routine
Cat-café regular who films the cat world from the outside

Part 9 of 15

Claims

Approved, word for word

Quoted exactly as the brand publishes it.

“Scientifically tested for superior odor control— fast acting crystals trap urine, absorb moisture, and lock in odors.”
Odor-control format captions and voiceover
“Our color-changing tech shows abnormal alkalinity, acidity, and the presence of blood.”
Color-change check, read as written next to the chart
“99% Dust-free”
The dust test format
“One 6lb. bag of PrettyLitter lasts about a month and saves you the trouble of transporting heavy cat litter.”
Bag-to-box pour and the apartment persona
“Subscribe & Save 29%”
Doorstep unboxing and subscription videos
“Try PrettyLitter and get 25% OFF Your First Order”
End card for first-time buyers
“52,000+ Reviews”
Proof line in captions and bios

Never said

Each one with the reason it stays out.

Never say the color change diagnoses a sick cat
A medical promise. The brand only describes what the crystals show.
Never say it replaces a vet visit
A medical promise about care. Any worry goes to a vet.
Never say it protects a cat from urinary problems
A health outcome the brand's own wording does not make.
Never say it beats a named competitor litter
A comparison with no source behind it.
Never say shipping arrives the same day
The site states same-day delivery is not offered.
Never say free shipping reaches every address
The site limits free shipping to the contiguous US.
Never say a study proves it works for your cat
A study figure nobody has handed over for creators.

To confirm with the brand

Held until someone on the brand side signs off.

Proven By Science
A study claim. The source and exact wording need the brand's sign-off before any creator repeats it.
Risk-Free Guarantee
The terms were not collected. Confirm them before creators mention the guarantee.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
For creators with a small audience and a real cat: lowest fee, tight cap, room to move up.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
For creators who hit the weekly rhythm and whose hooks travel beyond their followers.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
For creators whose videos keep beating the median and who accept a heavier brief.
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.
The bonus is per video: a single video past 100,000 views earns the $50 flat.
Only organic views count. Paid boosts and reposts 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

The simulator starts at $5.74 per 1,000 views against the $1 target. Either 4.2% of videos go viral or the median video reaches 21,711 views. Median and viral shares are Assumptions.

Program facts

PrettyLitter 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

Before launch
Warm-up
Claims sheet signed, category rules agreed, tracking links set up with the PrettyLitter team. The first two creators briefed.
Month 1
Ramp
Two creators every two weeks, up to 10, over six weeks. Seven videos each a week, one variable per test, weak hooks dropped.
Month 2
Full roster
All ten creators on the brief, about 303 videos a month. Winning hooks go to the library and into the next brief.
Month 3
Pay moves with proof
Creators who beat the median move up a band; the rest stay or leave. $50 flat past 100,000 views, organic only.
End of Month 3
Read-out
Cost per 1,000 views against the $1 target, the hook library, and which winning videos are worth sending to paid.
Ceiling
Monthly cap
All ten creators at the top cap costs $15,000, bonuses excluded. That is the most the roster 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

Report

Every Monday: videos posted per creator, hooks ranked, cost per 1,000 views against $1, bonuses earned, and any draft that broke the claims sheet.

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	Color-change check	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Bag-to-box pour	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	The dust test	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Doorstep unboxing	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	The cat tests it	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

Spot the winner
A video that beats the median in organic views is flagged in the Monday report.
Secure the rights
The creator agrees to paid use in writing before any boost, after the claims sheet check passes.
Test as an ad
One variable per test: same video, new hook text or first frame. Losers killed early.
Scale or stop
Winners get budget. The result goes back into the simulator as a real number.

From the video to the checkout

Send first-time viewers to the 25% off first order offer.
Send subscription-minded viewers to Subscribe & Save 29%.
Mention free shipping in the contiguous US, never same-day delivery.
Point to buying PrettyLitter in stores when someone needs it right away.
Match the product in the video to its product page: Original Unscented or Lotus Scented, both $27.99.

Part 15 of 15

Category rules

Rules for cat litter and pet care

Cat owners trust what they read about their pet's health. These rules keep every creator inside the brand's own words.

No health outcomes
Creators never say the litter keeps a cat healthy or spots illness. Only the brand's own words on what the color-changing tech shows, read as written.
The color chart is not a diagnosis
Show the chart, say what the brand prints, then tell viewers to ask their vet about anything unusual. A color is never presented as a diagnosis.
No vet impersonation
Creators never present themselves as a vet or borrow a vet's name. The doctors pictured on the site are not creator material.
Prices and offers as printed
Quote $27.99, 25% off a first order and Subscribe & Save 29% exactly as the page prints them, and never imply a deadline.
Shipping honesty
Free shipping is for the contiguous US. No same-day delivery; stores are the answer for an urgent need.
Disclose and protect the cat
Mark every post as an ad in the first line. No staged stress on a cat, no unsafe handling, no forcing a litter switch on camera.

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 already written

A rating creators can point to

A first-order offer to send people to

A subscription line

One number to protect

One variable per test

Losers killed early

Pay for reach, cap the risk

Color-change check

Bag-to-box pour

The dust test

Doorstep unboxing

The cat tests it

Four sources in

Five filters, fewer each step

First-time cat parent

Apartment dweller

Subscription-minded planner

Multi-cat household

Cat gear haul fan

Picky-cat owner

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Warm-up

Ramp

Full roster

Pay moves with proof

Read-out

Monthly cap

From organic to paid

From the video to the checkout

Rules for cat litter and pet care

No health outcomes

The color chart is not a diagnosis

No vet impersonation

Prices and offers as printed

Shipping honesty

Disclose and protect the cat

Want to see the first briefs?