Chippin, creator engine

Chippin creators: ten voices, one number

A first roster for Chippin: ten creators, seven videos a week each, paid on a cap and judged on cost per 1,000 views against a $1 target.

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

My dog vs. the Chirpy Jerky bag

The creator opens the Chirpy Jerky Cricket & Sweet Potato Jerky Dog Treats bag on camera, her dog sniffs it, and she reads one line off the claims sheet.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	Ten creators, two added a week	The ramp is two creators a week up to ten, which takes six weeks.
Who	Dog owners filming their own dogs	Six personas matched to Chippin products, from Training Bites to the Variety Gift Bundle.
Production	7 videos each a week, 303 a month	At ten creators, five formats, one variable per test, losers killed early.
Pay	Three bands, base $300 to $800	Starter, Standard and Premium. Caps run from $600 to $1,500 by band.
Bonus	$50 flat past 100,000 views	One bonus per creator per month. Cap bonuses of $300, $500 and $700 apply at the cap.
Compliance	Claims sheet and ad disclosure	Only Chippin's own wording on screen, no health promises, disclosure on every post.
Category rule	No health promises on dog food	Food means no refund talk and no vet-style advice. Six rules sit in the category section.
Goal	$1 per 1,000 views	The target cost per 1,000 views. The simulator starts at $5.74 and shows what closes the gap.
Report	Every Monday	Views by format, cost per 1,000 views, what we killed, what we learned.
Decision	Ten creators, ceiling $15,000	The call for Chippin: approve the roster and a monthly ceiling of $15,000, bonuses excluded.

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 and the paid engine next to it. Same playbook here: many creators, one number to protect, losers killed early, winners moved into paid. The category is new to me. I have not run pet food, so every claim goes through Chippin and its veterinary nutritionists before a creator says it.

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

566
Reviews on one Chippin page
One Chippin page shows 566 reviews. People already talking about the product are the raw material for a first roster.
Published
4.9/5.0
Rating shown with over 500 reviews
The page shows 4.9/5.0 over 500 reviews. Creators start from proof that is already on the page, not from a pitch.
Published
$10
Pawbassadors earn $10 per new customer
Chippin already pays $10 each time a code is used by a new customer. A filmed roster adds content on top of that program.
Published
10%
First order offer
Chippin offers 10% off a first order. Every creator video can end on that one line instead of an invented code.
Published

Part 4 of 15

Principles

One variable per test
Each video changes one thing: the hook, the product or the proof. Seven videos a week each means 303 a month at ten creators, so a loser costs days, not weeks.
One number to protect
Cost per 1,000 views against the $1 target. Formats, bands and bonuses all follow from that number, and any of them can be cut when it drifts.
Pay is capped, creativity is not
Caps run from $600 to $1,500 by band. Ten creators at the top cap cost at most $15,000 a month, bonuses excluded, so Chippin always knows the ceiling.
Claims come from the sheet
Creators say only lines copied from Chippin's own pages. A question in #claims-questions is answered before the post goes live, never after it.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MartaMon 8:30 AM
This week's brief: Chirpy Jerky Cricket & Sweet Potato Jerky Dog Treats. One hook, one product, seven videos. Use only lines from the claims sheet. Drafts in #drafts by Thursday.
TheoTue 10:15 AM
Can I say the Immunity Bundle is the answer to my dog's allergies? The product page has that line.
Not yet. Name the bundle and show the bag. The allergy wording stays off camera until Chippin and its vet confirm it.
Weekly botAppMon 9:00 AM
Weekly report: videos posted per creator, views by format, cost per 1,000 views against the $1 target. Two losers killed, one hook moved to the hook library.
MartaWed 2:40 PM
Draft sent back: the bag label is blurred in the first second and the hook promises more than the sheet allows. Reshoot with the bag in frame and the cricket water line.
Bonus botAppFri 4:05 PM
Priya's cricket jerky video passed 100,000 views, organic only. The $50 flat bonus is queued: one per creator per month.
MartaFri 5:10 PM
Check before posting: one line from the sheet, ad disclosure on screen, no health result, the dog eats only if the owner is fine with it. Drop the link here and we confirm.

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
Training reward test
“Would your dog work for a fish treat?”
Handheld, one take: ask for a sit, reward with Training Bites, show the bag. Natural light, no music.
Brief 02
Greens in the bowl
“I added spirulina to my dog's day. Here's the bag.”
Counter shot: pour Veggie Dailies into the bowl, read the label aloud, finish on the bag front.
Brief 03
Cricket food switch diary
“We're switching our dog to cricket food.”
Film day one and day ten of the transition schedule in the same spot and light, bag always visible.
Brief 04
Gift basket unboxing
“Unboxing the Variety Gift Bundle for my dog.”
Overhead unboxing, one item at a time, say each product name, end with the dog choosing first.
Brief 05
Cricket jerky taste test
“Crickets and sweet potato: my dog's verdict.”
Close-up on the dog's face with the Chirpy Jerky bag in frame; reveal the verdict last. No health claims.

Every product line in a video comes off the claims sheet word for word, for example “Proteins that use 80%+ fewer resources, sourced directly from small to medium sized farms and fisheries we know and trust in North America.”, “Cricket protein only requires 1 gallon of water to produce 1 pound of protein. Beef takes 2000!”, “We offset 100% of our plastic use by funding the removal of ocean-bound waste through rePurpose Global.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Pawbassador applicants
Chippin runs a Pawbassador program: a 15% off code to share and $10 each time a new customer uses it. Applicants already like the brand, so we start there.
Reviewers on Chippin pages
Chippin pages show 566 reviews on one and 89 on another. Reviewers who already film their dogs are the easiest first ask, through Chippin's own channel.
Sustainability creators with a dog
Chippin's blog covers Earth Month 2026 swaps and planet-friendly habits for dog owners. Creators already in that lane speak the brand's language.
Trainers and small dog accounts
Training Bites with Silver Carp & Sweet Potato fit people who reward their dogs on camera every day, even with a small audience.

Five filters, fewer each step

1Their own dog on camera
The creator's own dog is in most frames. No stock footage, no borrowed pets.
2Hooks that hold
Recent videos keep attention past the first seconds without tricks or bait.
3Claims discipline
No past posts promising health results; reads a claims sheet without argument.
4Plain-spoken sustainability
Explains crickets, silver carp and spirulina in one sentence, no lecture.
5Weekly volume
Can deliver seven videos in a week, drafts on time, reshoots without friction.

Part 7 of 15

Who

Dog trainer
Rewards dogs all day on camera; the bite is the tool, not a prop.
Likely product: Training Bites with Silver Carp & Sweet Potato
Eco-living creator
Already films refills and swaps; spirulina and recycled bag details fit her feed.
Likely product: Veggie Dailies
Multi-dog household
Many dogs, one counter, one honest taste test across the whole bundle.
Likely product: Variety Gift Bundle
Pet gift planner
Films gifting hauls for dog parents; the basket and its free travel bowl are the story.
Likely product: Boo Basket Gift Bundle
Food switcher
Documents the slow change to a new protein, day by day, for owners trying something new.
Likely product: Cricket Recipe Wet Dog Food
Outdoorsy dog owner
Trail snacks and a fish origin story that plays well on camera.
Likely product: Wild-Caught Jerky with Silver Carp

Left off, every time

Always out: creators who promise a health result for a dog, accounts that hide the ad disclosure, anyone giving vet-style advice, and anyone who promises refunds on food. Dogs eat on camera only when the owner says it is fine.

Part 8 of 15

First twenty

Dog trainers who film reward sessions daily
Owners of small dogs with a few thousand followers
Zero-waste and refill creators who have a dog
Hikers and trail runners who bring their dog
Foster and rescue volunteers filming daily routines
Dog parents with several dogs at one counter
Pet gift and haul creators
Home cooks who show their dog's mealtime
Eco-minded parents with a family dog
Apartment dog owners filming walks and treats
Owners of older dogs filming daily routines
Budget-minded pet owners who film real shopping
Pet-sitters and dog walkers with a daily audience
Food creators curious about cricket and insect protein
Anglers who like a wild-caught story
Plant-forward cooks with a dog
Dog-park meetup organizers
Travel-with-dog creators and van lifers
Small business owners with a dog at the office
Puppy owners filming first-year training

Part 9 of 15

Claims

Approved, word for word

Quoted exactly as the brand publishes it.

“Pet nutrition powered by planet-friendly proteins”
Opening line of any format
“Cricket protein only requires 1 gallon of water to produce 1 pound of protein. Beef takes 2000!”
Cricket jerky and cricket food videos
“We offset 100% of our plastic use by funding the removal of ocean-bound waste through rePurpose Global.”
Packaging shots and unboxings
“Proteins that use 80%+ fewer resources, sourced directly from small to medium sized farms and fisheries we know and trust in North America.”
Any video about how Chippin is made
“Free Shipping on Orders $50+ and subscriptions!”
Closing line on bundle and subscription videos
“GET 10% OFF YOUR FIRST ORDER!”
Closing line for new-customer videos
“Made with sustainable proteins and eco-friendly packaging, this bundle saves over 1,200 gallons of water.”
Crunchy Cookie Bundle videos only

Never said

Each one with the reason it stays out.

Never say it cures my dog's allergies
A health outcome. Only Chippin's own wording, attributed to Chippin, is allowed.
Never say it boosts your dog's immunity
A health outcome. The bundle's name may be said, the promise may not.
Never say better than every other dog food
A comparison the creator cannot back up.
Never say vet-approved for every dog
Overreach. Chippin's veterinary nutritionist is named by Chippin only.
Never say safe for any sensitive stomach
A health outcome that depends on the dog.
Never say your dog will lose weight on it
A health outcome the pages do not make.
Never say meat-based food is bad for your dog
Attacks a whole category. Chippin talks about its own proteins instead.

To confirm with the brand

Held until someone on the brand side signs off.

The paw-fect solution for your dog's allergies!
Line on the Immunity Bundle page. Health-adjacent, so no creator uses it until Chippin confirms.
Hypoallergenic proteins for dogs with allergies
Same reason. Needs Chippin's written go-ahead and its wording.
29% post-consumer recycled materials
Another page says 28%. Confirm one number before any creator says it.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: newer creators with a small audience; low base, low cap, room to step up.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: creators who hit weekly volume and keep the claims sheet clean through month one.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: proven creators whose hooks the hook library reuses; highest base and cap, same rules.
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 of their videos pass 100,000 views.
The bonus is judged per video: a single video past 100,000 views earns $50 flat.
Organic views only. Paid spend behind a video never counts toward the bonus.
No bonus on a video that broke the claims sheet or the category rule, even if it went far.

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 model gives 1.8M views a month for $10,050: $5.74 per 1,000 views against a $1 target. Closing the gap takes 4.2% of videos going viral or a median of 21,711 views.

Program facts

Chippin 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
Ramp to ten
Two creators go live each week until ten are posting, six weeks in all. Claims sheet, briefs and hook library are ready before the first post.
Month 1
Seven videos each
Each creator posts seven videos a week across five formats. One variable per test, losers killed early, first hooks logged.
Month 2
Bands move
Creators who hold volume and a clean sheet step up a band. The weakest formats are dropped; winners get new hooks.
Month 3
Winners go to paid
Videos that earn it move to paid with the creator's approval. The target stays at $1 per 1,000 views.
Day 90
Read the numbers
Cost per 1,000 views against the $1 target, the hook library and the roster that stays. Then Chippin decides: scale, hold or stop.
Monthly ceiling
The $15,000 line
All ten creators at the top cap, bonuses excluded, is the most the program can cost in a month: $15,000.

$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 Chippin gets views by format, cost per 1,000 views against the $1 target, what we killed, what we learned and which creators moved a band.

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	Training reward test	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Greens in the bowl	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Cricket food switch diary	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Gift basket unboxing	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Cricket jerky taste test	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 posts on the creator's page first. The first days of views decide what is worth more.
Shortlist the winners
Videos that pass 100,000 views or beat the target cost per 1,000 views go on the shortlist.
Get the creator's yes
Usage and paid approval are agreed in writing before any video runs as an ad.
Test in paid
Winners run as ads with one variable changed per test. Losers are killed early.

From the video to the checkout

Send new dog owners to the Chippin Protein Starter Pack at $38.99.
Mention free shipping on orders of $50+ and subscriptions when the basket is near it.
Use the 10% off first order offer in the caption, never an invented code.
Pawbassador codes of 15% belong to approved Pawbassadors, not to creators, unless Chippin says so.
Link Dehydrated Cricket Dog Food - Subscription at $68.99 only when the video is about daily food.

Part 15 of 15

Category rules

Rules for dog food and treat creators

Chippin sells food and treats for dogs. These six rules apply to every video, in every band.

No health results
Creators never promise a health result for a dog. They use Chippin's own wording from the claims sheet and attribute it to Chippin.
Feeding on camera
A dog eats on camera only if the owner says it is fine. Transition advice follows the bag: 25% new food, 75% old food at the start.
Disclosure
The ad disclosure is on screen in the first seconds and in the caption of every video, in every band, with no exceptions.
Vets are not creators
Creators give no vet-style advice. Chippin's board certified veterinary nutritionist is mentioned by Chippin only.
No refund talk
Chippin cannot accept returns on food. Creators never promise refunds and send questions to hello@chippinpet.com.
Freshness only as written
Say only what the page says: a best by date on the bag and at least 6 months of shelf life on delivery.

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 one Chippin page

Rating shown with over 500 reviews

Pawbassadors earn $10 per new customer

First order offer

One variable per test

One number to protect

Pay is capped, creativity is not

Claims come from the sheet

Training reward test

Greens in the bowl

Cricket food switch diary

Gift basket unboxing

Cricket jerky taste test

Four sources in

Five filters, fewer each step

Dog trainer

Eco-living creator

Multi-dog household

Pet gift planner

Food switcher

Outdoorsy dog owner

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Ramp to ten

Seven videos each

Bands move

Winners go to paid

Read the numbers

The $15,000 line

From organic to paid

From the video to the checkout

Rules for dog food and treat creators

No health results

Feeding on camera

Disclosure

Vets are not creators

No refund talk

Freshness only as written

Want to see the first briefs?