Simply Earth, creator engine

Ten makers who say I MADE THIS!

A first roster of ten creators filming Simply Earth recipes: Moonlit Dream bath bombs, Honeyed Haven candles, Helping Hands foaming soap.

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

Moonlit Dream bath bomb, from powder to fizz

Illustrative example: the creator mixes Citric Acid, Mica Powder and Sweet Dreams EO Blend on camera, then drops the bomb in the tub. The caption opens with the ad disclosure.

Illustrative post

Part 1 of 15

Ten answers

Creator engine summary
Roster	Ten creators, two added each week	Creators live by week: 0, 2, 4, 6, 8, 10. Six weeks of ramp, built around Simply Earth recipes.
Who	Home makers, not oil reviewers	Candle, soap and bath bomb crafters who already film the making of what Simply Earth's recipes teach.
Production	7 videos per creator per week	303 creator videos a month at ten creators, one recipe or one oil per video.
Pay	Three bands, $300 to $800 base	Caps run from $600 to $1,500. Standard is $500 with a $1,000 cap.
Bonus	$50 flat past 100,000 views	One bonus per creator per month, organic views only. Reaching the cap adds $300, $500 or $700 by band.
Compliance	Ad disclosure on every post	A claims sheet built from Simply Earth's own site wording goes out before the first brief.
Category rule	Show the making, never the effect	Essential oils: creators film Moonlit Dream and Honeyed Haven steps, not what an oil does for the body.
Goal	$1 per 1,000 views	Target cost per 1,000 views (Proposed). The simulator starts at $5.74 and shows what has to change.
Report	A report every Monday	Views, cost per 1,000 views and top hook for each creator, with no chasing from the Simply Earth team.
Decision	Keep, cut or promote at day ninety	Each creator is judged on cost per 1,000 views against the $1 target, not on follower count.

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

Why this playbook

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, with the paid ad engine running alongside it. I would run the same playbook on Simply Earth's recipes: creators film, winners get tested as ads, losers die early. I have not run essential oils or any DIY category before, so the first weeks are a test.

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 Simply Earth

5,492
Reviews already on the page
Simply Earth shows ★★★★★ 5,492 reviews. A creator video lands on a page that already has proof next to the Recipe Box offer.
Published
4.8
Rated by 5,000+ DIYers
The home page carries a 4.8 rating from 5,000+ DIYers. Creators can point to a crowd of makers instead of making promises.
Published
100,000+
People who have opened a box
The site says 100,000+ people have opened a box and said "I MADE THIS!" Creators film that same moment again with new hands.
Published
13%
A cause creators can name
The site words it as 13% of all profits at Simply Earth going to organizations fighting to end human trafficking. Creators say it as written.
Published

Part 4 of 15

Principles and workspace

One number to protect: cost per 1,000 views
The target is $1. The simulator starts at $5.74 on 1.8M views a month for Simply Earth, so every test is about moving that number. One variable per test.
Recipes first, oils second
Simply Earth sells the "I MADE THIS!" moment. Each video is a finished recipe: Honeyed Haven candles, Helping Hands foaming soap or a Moonlit Dream bath bomb.
Losers killed early
Seven videos per creator per week builds a hook library fast. Weak hooks are dropped after the first batch; strong ones get rebuilt by other creators on other Simply Earth recipes.
One workspace, not email threads
Briefs, claim questions and Monday reports live in one team workspace with every creator. Five channels, one thread per video, and the brand lead sees the whole week.

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: Moonlit Dream Fizzy Bath Bomb. Citric Acid, Mica Powder, Sweet Dreams EO Blend. Seven videos, one hook each. Open on the mica swirl.
JoMon 11:10 AM
Can I say the Sweet Dreams blend is calming? It feels right for the bath bomb video.
No. Calming is an effect on the body. Describe the scent and show the fizz, and stick to the lines on the claims sheet.
Report botAppFri 9:00 AM
Weekly report ready: views, cost per 1,000 views and top hook for each creator. Compare every row against the $1 target before Monday's brief.
MartaTue 2:15 PM
Draft back: the Helping Hands foaming soap video opens on a logo shot. Reopen on the foam pump and keep the Aloe Vera and Lavender Hydrosol in frame.
Reshooting tonight, new opening on the pump.
Report botAppWed 4:40 PM
Honeyed Haven candle video passed 100,000 views on organic reach only. The $50 flat bonus is logged for this creator's month and the hook joins the hook library.
MartaThu 10:00 AM
Check: every post this week carries the ad disclosure and none says what an oil does for the body. Reply done once you have checked your own.
Done. Disclosure is on every post and the captions only describe the making.

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

Five formats

Brief 01
Moonlit Dream bath bomb
“I MADE THIS! Citric acid, mica and one oil blend.”
Overhead on a counter. Show Citric Acid, Mica Powder and Sweet Dreams EO Blend in order, then the drop in the tub.
Brief 02
Honeyed Haven candle
“Beeswax sheets, three oils, one candle I rolled myself.”
Hands only, window light. Roll the beeswax sheet around the wick, then show the Timber, Bergamot and Citronella oils.
Brief 03
Helping Hands foaming soap
“My own foaming hand soap, and I know what's in it.”
Sink-side, one take. Pour the Aloe Vera, add the Energy EO Blend and Lavender Hydrosol, then pump the foam to camera.
Brief 04
Citrus cleaning spray
“One spray bottle, one tablet, and my cleaning shelf is done.”
Kitchen counter. Drop the Multi-Purpose Tablet in the Spray Bottle, add Citrus Burst EO, then wipe one surface on camera.
Brief 05
Whipped body butter
“Shea, coconut, lavender. That's the whole recipe.”
Close on the whipping bowl. Show the peaks forming, then scoop onto the back of a hand. No talk about skin results.

Every product line in a video comes off the claims sheet word for word, for example “Everything You Need to Make Your Own Natural Products”, “Certified 100% Pure”, “13% of profits from your purchase go to help end human trafficking”. Product names are said as printed.

Part 6 of 15

Where creators come from

Four sources in

Recipe Box and Big Bonus Box makers
Makers who already post finished candles, soap and bath bombs from Simply Earth recipes. I would ask your team before reaching out to anyone who tags the brand.
DIY and soap-making communities
Small accounts that film candle rolling, soap pouring and bath bomb mixing, the same projects on the Simply Earth recipe list.
Recipe-name search
Search the recipe names, like Honeyed Haven or Moonlit Dream, and look for small accounts that film the whole process rather than only the result.
Affiliate or ambassador page
Not found on the site. I would start with a short application form and a clear Simply Earth offer, built together with your team.

Five filters, fewer each step

1Hands in frame
The process is on camera: pouring, mixing, rolling. No talking-head reviews of an oil.
2Recipe, not hype
Past posts follow a project from start to finish, like a candle or a soap.
3Clean category record
No recent posts promising health outcomes from oils or any other product.
4Reads the claims sheet
Takes the Simply Earth claims sheet seriously and asks in #claims-check when unsure.
5Ships seven videos a week
Can deliver the weekly volume the Simply Earth plan assumes without cutting corners.

Part 7 of 15

Who fits

Candle maker
Pours and rolls candles and wants a simple beeswax project with a real scent.
Likely product: Bergamot Essential Oil
Soap maker
Melt-and-pour crafter who already owns molds and films every pour.
Likely product: Large Wooden Soap Mold
Bath bomb maker
Colorful and visual, loves mica swirls and the fizz on camera.
Likely product: Mica Powder Sample Pack (Set of 12)
Gift-box DIYer
Builds seasonal gifts and films the whole box from opening to finished.
Likely product: Grateful Thankful Blessed Essential Oil Blend Set
Parent crafter
Makes projects with children while an adult handles every oil step.
Likely product: Kid's Roll-On Essential Oil Kit
Perfume experimenter
Blends scents on camera and talks about notes, never about benefits.
Likely product: DIY Perfume Kit

Left off, every time

Always left out: creators who sell health outcomes with oils, anyone who makes medical promises, accounts that show children handling oils without an adult in charge, and anyone who skips the ad disclosure. This is the essential oils rule, and it applies to every post.

Part 8 of 15

First twenty

Candle makers who roll beeswax sheets on camera
Soap makers with a wooden mold on the counter
Bath bomb makers who love mica swirls
Foaming soap tinkerers in small kitchens
Whipped body butter makers who film the peaks
Perfume-blending hobbyists who talk scent notes
Seasonal crafters who film pumpkin and harvest projects
Gift-box makers who assemble holiday sets on camera
Cleaning-spray DIYers who film before and after
Parents who craft with children, adults handling the oils
Zero-waste home accounts that refill their bottles
First-time makers who film their first attempt
Teachers and club leaders who run craft nights
Apartment crafters with small-space setups
Lip gloss makers who fill and label tubes
Unboxing creators who open a full Recipe Box
Cottage-core home accounts with slow, quiet edits
Gardeners who turn herbs and hydrosols into projects
Hobby crafters who give handmade gifts to friends
Weekend market sellers who test new recipes

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“★★★★★ Rated 4.8 by 5,000+ DIYers”
Voiceover or caption when the star line is on screen, word for word.
“Everything You Need to Make Your Own Natural Products”
Opening or closing line of a Recipe Box or recipe video.
“Certified 100% Pure”
Only on an oil video, spoken exactly as written, after the brand confirms where it applies.
“13% of profits from your purchase go to help end human trafficking”
Closing line of any video that points to a purchase.
“★★★★★ 5,492 reviews”
Caption or on-screen text next to the product page link.
“13% of all profits at Simply Earth go to organizations that are fighting to end human trafficking.”
Pinned comment or caption, kept as one full sentence.

Never said

Each one with the reason it stays out.

Never say an oil relieves pain
A health outcome. Product names like Relief are names, not promises.
Never say the Sweet Dreams blend helps you fall asleep
A health outcome tied to a product name. The name describes a scent.
Never say Defender protects you from getting sick
A medical promise. The blend name is only a name.
Never say Simply Earth works better than other oil brands
A comparison nobody on the roster can prove and the site does not make.
Never say kids can use oils on their own
A safety claim about children. Adults handle every oil step on camera.
Never say essential oils are safe for pets
A safety promise nobody on the roster can verify.
Never say the citrus spray kills germs
A cleaning-performance promise. Show the surface, not a germ result.

To confirm with the brand

Held until someone on the brand side signs off.

The first-box price and the free gift
Offers change on the site, so ask for the current line before a creator names a price or a gift.
The free shipping line
The site shows more than one free-shipping line. Confirm which one applies before a creator says it.
The Kid's Roll-On Essential Oil Kit
Confirm how the brand wants a children's product shown and who may handle it on camera.

Part 10 of 15

Pay bands and bonus

Starter
$300–600
a month, by band
Starter: new makers with a small audience, learning the hook library and the claims sheet.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: steady weekly posters whose recipe videos already travel past their own followers.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: proven makers with the strongest candle, soap and bath bomb process footage.
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: a flat $50 once a video passes 100,000 views.
Per video: the bonus attaches to the single video that crossed the line, not to the batch.
Organic views only: paid reach from Simply Earth ads never counts toward the bonus.
No bonus on a video that broke the claims sheet or the category rule, however far it travels.

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

The simulator

For Simply Earth at ten creators: 303 videos a month, 1.8M views, $5.74 per 1,000 views against the $1.00 target. It needs 4.2% viral videos or a 21,711-view median.

Program facts

Simply Earth 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 and recipe briefs
Build the claims sheet from Simply Earth's own site wording and brief the first two creators on the Moonlit Dream bath bomb. Nothing is live yet.
Month 1
Two creators a week up to ten
Creators live by week: 0, 2, 4, 6, 8, 10. Each posts seven videos a week, and hooks from Honeyed Haven and Helping Hands compete.
Month 2
Kill losers, copy winners
At ten creators the roster makes 303 videos a month. Weak hooks die early; winning ones get rebuilt by other creators on the citrus spray and body butter.
Month 3
Send winners to paid
Top organic videos run as ads with one variable per test, pointed at the Recipe Box first-month page.
Day ninety
Keep, cut or promote
Compare cost per 1,000 views against the $1 target. Keep Starter makers who improved, move proven ones up a band, cut the rest.
Ceiling
Monthly ceiling
All ten creators at the top cap, bonuses excluded, comes to $15,000 (Proposed). That is the most the Simply Earth creator budget can reach.

$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

Monday report

Every Monday: views, cost per 1,000 views and top hook for each creator, plus which Simply Earth recipe format carried the week. No chasing needed.

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	Moonlit Dream bath bomb	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Honeyed Haven candle	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Helping Hands foaming soap	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Citrus cleaning spray	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Whipped body butter	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 creator video posts organically. Nothing is paid until a video clears the Simply Earth claims sheet.
Pick the winners
After a week, choose the hooks with the lowest cost per 1,000 views against the $1 target.
Authorize and test
With the creator's permission, run the video as an ad. One variable per test: same recipe, new hook.
Scale or kill
Winners get more spend and losers are killed early. Creators behind winners are offered the next band.

From the video to the checkout

The Recipe Box page, which shows the first-month price of $39.99.
The October Box page for seasonal videos, with the free Felt Pumpkin Diffuser line only while the site shows it.
The product page of the oil in the video, such as Sweet Dreams Essential Oil Blend at $13.99.
The Big Bonus Box page for first-box buyers, only while the site lists it as free with the first box.
Name free shipping only after Simply Earth confirms which of its site lines applies.

Part 15 of 15

Essential oils rules

Essential oils: what a creator may and may not say

Simply Earth sells oils, recipes and supplies for making things at home. Creators show the making. They never promise what an oil does to a body.

Show the making, not the effect
Every Moonlit Dream or Honeyed Haven video shows steps and ingredients. Scent can be described; effects on mood, body or sleep cannot.
Use the claims sheet only
Quote only the sheet lines, such as Certified 100% Pure, exactly as written. Anything else goes to #claims-check first.
Blend names are names
Defender, Relief and Fit are Simply Earth product names. Say them as names and never explain what they do.
Adults handle the oils
In videos with the Kid's Roll-On Essential Oil Kit or children in frame, an adult does every oil step and says nothing about use on kids until the brand confirms.
Disclose every post
Every creator post carries the ad disclosure in the first line of the caption, on all seven weekly videos, whether or not it later runs as an ad.
Hold the post when in doubt
If a caption could be read as a health promise, the creator holds the post and asks in #claims-check. The answer comes back before it goes live.

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 on the page

Rated by 5,000+ DIYers

People who have opened a box

A cause creators can name

One number to protect: cost per 1,000 views

Recipes first, oils second

Losers killed early

One workspace, not email threads

Moonlit Dream bath bomb

Honeyed Haven candle

Helping Hands foaming soap

Citrus cleaning spray

Whipped body butter

Four sources in

Five filters, fewer each step

Candle maker

Soap maker

Bath bomb maker

Gift-box DIYer

Parent crafter

Perfume experimenter

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Claims sheet and recipe briefs

Two creators a week up to ten

Kill losers, copy winners

Send winners to paid

Keep, cut or promote

Monthly ceiling

From organic to paid

From the video to the checkout

Essential oils: what a creator may and may not say

Show the making, not the effect

Use the claims sheet only

Blend names are names

Adults handle the oils

Disclose every post

Hold the post when in doubt

Want to see the first briefs?