Playbook replay
Micro-influencer activation plan
The operating plan for 35 creators at once, costed in admin hours, with the thing that breaks at scale named up front.
Run for Lumira, a demo brand we invented for this page. No customer data. Nothing here runs against a live account.
Every session here was run once and saved, against a demo brand or public data. On your own account Naise works from your brand voice, your campaigns and your connected channels, so it reasons about your data instead of a stand-in.
$14,000 across 35 creators is $400 each. That is achievable. Thirty-five separate approval threads over three weeks is where these campaigns actually fail, and it is not in anyone's budget line.
Working backwards from the coordination cost, not the budget. At 35 creators the constraint is not money, it is how many conversations one person can hold at once.
Money
| Line | Amount |
|---|---|
| Creator fees, 35 × $300 | $10,500 |
| Product, 35 kits at cost | $1,050 |
| Affiliate commission pool, 15% of tracked sales | $1,500 est. |
| Contingency and replacements | $950 |
| Total | $14,000 |
The flat fee is deliberately below the $400 average, with the difference moved into commission. At this creator size, a $300 flat plus real upside converts better than $400 flat, and it self-selects for creators who believe the product will sell.
Screening, in the order that disqualifies fastest
- Posted in the last 14 days. Removes about a third instantly.
- Comments are conversations, not emoji. Read five, not fifty.
- Engagement rate over views between 3% and 12%. Above 12% at this size is usually pods.
- No competing skincare partnership in the last 60 days.
- Audience geography matches your shipping.
Only step 5 needs data. The rest is eyes on the profile, about 90 seconds each.
The brief they can do in 30 minutes
One format only: unbox the kit, use one step on camera, say the refill price. No script, no shot list, no draft approval. At this scale, draft approval is the thing that kills the timeline, so it is dropped in exchange for a tight do-not list.
Timeline
| Week | What happens | The risk |
|---|---|---|
| 1 | Screen 120, shortlist 50, outreach to all 50 | Reply rate at this size runs 40 to 60% |
| 2 | Confirm 35, ship kits, send brief | Shipping is the real critical path |
| 3 | Content window opens, creators post to their own schedule | Nobody posts on day one |
| 4 | Content window closes, chase the stragglers | 3 to 5 will not deliver at all |
Outreach to 50 to land 35 is not pessimism, it is the normal rate. Budget for it or you will be scrambling in week two.
The admin, which nobody costs
About 12 minutes per creator per week. Across 35 creators that is 7 hours a week, every week, for a month. One person can just about hold it. At 50 creators it is 10 hours and it stops fitting alongside another job.
What breaks first when the roster doubles: not the budget, the inbox. Specifically, tracking who has been paid. At 35 you can hold it in a spreadsheet. At 70, payment status and content delivery drift apart within a fortnight, and the first sign is a creator posting a screenshot of an unanswered invoice.
Where this stops. This is the operating plan. Actually finding and screening the 120 creators is a separate job, and Naise can help with that through creator discovery rather than through this playbook.
Naise created an artifact
Budget split, five-step screen, a 30-minute brief, four-week timeline and the admin cost per creator.
Budget
| Line | Amount |
|---|---|
| Fees, 35 × $300 | $10,500 |
| Product at cost | $1,050 |
| Commission pool | $1,500 |
| Contingency | $950 |
Screening, fastest disqualifier first
- Posted in last 14 days
- Comments are conversations
- ER over views, 3 to 12%
- No competing partnership in 60 days
- Geography matches shipping
The number nobody budgets: 12 minutes per creator per week. 7 hours weekly at 35.
Breaks first at scale: tracking who has been paid, not the budget.
That was a sample. Run it on your own brand.
Naise reads your brand, your channels, and your market, then does this against your real data.
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