Stella & Chewy's, creator engine

Ten creators, one bowl, one number to protect

A first roster for Stella & Chewy's: ten creators filming Chewy’s Chicken, Dandy Lamb and Duck Duck Goose patties at mealtime, seven videos each a week.

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

Raw, grass-fed beef. Watch the bowl.

A creator shows Stella’s Super Beef Freeze-Dried Raw Dinner Patties going into the bowl, says the line in the first seconds and ends on the empty bowl.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	10 creators, two added each week	Ramp over six weeks: 0, 2, 4, 6, 8, 10 creators live by week.
Who	Dog and cat owners with their own pets	Six personas, from the Wild Weenies trainer to the Carnivore Cravings cat household.
Production	7 videos per creator per week	303 creator videos a month at 10 creators, shot on phones around the bowl.
Pay	$300 to $800 set pay, $600 to $1,500 cap	Starter, Standard, Premium. Set pay first; the bonus fills the gap up to the cap.
Bonus	$50 flat past 100,000 views	One per creator per month, organic views only. Bonus at the cap: $300, $500, $700.
Compliance	A claims sheet before anyone films	Creators quote your wording, like Raw, grass-fed beef and Taurine added. Nothing else.
Category rule	No health outcomes for pets	A video that breaks the claims sheet or the pet food rules earns no bonus.
Goal	$1 per 1,000 views	My target. The simulator starts at $5.74, so closing that gap is the work.
Report	Every Monday, one page	Videos posted, organic views, cost per 1,000 views against $1, top hooks, flags.
Decision	Your sign-off on claims and ten creators	I need an approved claims sheet and one person who answers claim questions within a day.

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

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.

At Tabs I built the creator program to 100M monthly social impressions and ran the paid ad engine alongside it. Same playbook here: recruit in batches, brief tightly, kill losers early. The category is new to me: I have not run pet food, so your claims sheet and your team's judgment come first.

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

214
Reviews on a product page
One page on your site reads Read 214 Reviews. Creators are the fastest way to turn that proof into video, in their own kitchens and with their own dogs.
Published
25%
A first-order offer to point at
Your site says Get 25% Off Your First Order. A creator video gives it a face. I would confirm the offer is live before any post mentions it.
Published
5%
A reason to come back
Subscribe & save 5% on every order is on the site. Creators who keep feeding the same product on camera can show the repeat order, not just the first.
Published
$49
A shipping line creators can use
The site says orders over $49 and under 20lbs qualify for free shipping. That gives a haul-style video a concrete reason to build a bigger order.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views, target $1. The simulator starts at $5.74, so every brief exists to close that gap. Everything else follows from that.
One variable per test
Each batch changes one thing: the hook, the first shot or the product. Seven videos per creator per week. Losers killed early, winners go into the hook library.
Claims sheet before camera
No one films until the sheet is signed off. Creators quote approved lines like Raw, grass-fed beef and Pea-free, lentil-free, and potato-free, and describe only what they saw in the bowl.
Work where creators already talk
One shared team workspace, five channels. Briefs, claim questions, drafts and the Monday report live there, so nothing waits in an inbox.

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: Duck Duck Goose Freeze-Dried Raw Dinner Patties. Show the bowl, say the hook, change one thing only: the first shot. Seven videos each. Claims sheet attached.
PriyaMon 11:15 AM
Can I say the Chewy’s Chicken patties fixed my dog's stomach problems?
No. Stay on the sheet: Raw, cage-free chicken. Show what happened in the bowl, not a health result.
Report botAppMon 9:00 AM
Weekly report posted: videos per creator, organic views, cost per 1,000 views against the $1 target, top three hooks, flagged videos.
MartaTue 2:40 PM
Draft back to Leo: the first shot makes a claim that is not on the sheet. Reshoot the first seconds with the Dandy Lamb patty in the bowl. Same hook, one variable.
Report botAppWed 6:05 PM
Sam's Absolutely Rabbit video passed 100,000 views, organic only. $50 flat bonus queued, one per creator per month. Flagged for the hook library and a paid test.
Report botAppThu 10:00 AM
Check: every live video this week against the claims sheet and the pet food rules. Two videos flagged, bonus held until the edits are in.

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
Chicken patty bowl reveal
“Raw, cage-free chicken. Watch what my dog does.”
Overhead on the bowl. Patty out of the bag, into the bowl, dog enters frame. One take, no cuts.
Brief 02
Lamb patty taste test
“Raw, grass-fed lamb. Let's see if he cares.”
Side angle at dog height. Show the bag name, then the bowl, then the dog's first reaction.
Brief 03
Beef Mixers topper swap
“My picky eater versus one meal topper.”
Split screen: plain bowl first, then the same bowl with Stella’s Super Beef Meal Mixers. Show both reactions.
Brief 04
Duck Duck Goose first bite
“Raw, cage-free poultry. First bite, no coaching.”
Close-up on the dog's face from a low angle. Say the hook, set the bowl down, stay quiet.
Brief 05
Rabbit patty try-it
“Absolutely Rabbit. Would your dog try it?”
Selfie-style, bag in hand. Ask the question, serve the patty, end on the empty bowl.

Every product line in a video comes off the claims sheet word for word, for example “Raw, grass-fed beef”, “Pea-free, lentil-free, and potato-free”, “Perfect meal topper for picky eaters”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Pet owners already filming mealtime
Dog and cat owners who post bowl and mealtime clips with their own animals. Real routines beat polished sets for this category.
Raw and freeze-dried dog communities
Owners already comparing freeze-dried raw patties and toppers. They know the vocabulary, so the hook library starts faster.
Reviewers and existing customers
Your product pages show reviews, including one with Read 214 Reviews. People who already wrote one are warm leads for an invitation to apply.
Affiliate or ambassador page
I did not find an affiliate or ambassador page on the site, so recruiting starts outside it. If one exists, I would route applicants there.

Five filters, fewer each step

1Own pet on camera
The dog or cat in the video lives with the creator. No borrowed pets, no stock footage.
2Mealtime footage in the profile
At least a few existing posts that show a bowl, a pour or a reaction to food.
3Passes the claims quiz
A short check on the claims sheet. Anyone who promises health results is out.
4Hooks in the first seconds
Their past posts open with a reason to stay, not a slow intro.
5Can hold seven videos a week
The Month 1 pace is seven videos per creator per week. Candidates confirm it up front.

Part 7 of 15

Who

Training-obsessed dog parent
Films recall and reward sessions. The small, quick item is the star of the clip.
Likely product: PROMO Red Meat Wild Weenies for Dogs
Picky-eater household
Shows the refused bowl, then the blend that changes it. Good for before and after clips.
Likely product: Cage-Free Duck Duck Goose SuperBlends for Dogs
Cat parent with a food critic
Films the pouch, the plate and the cat's verdict. Short, quiet clips that stay on the cat.
Likely product: Carnivore Cravings Tuna & Pumpkin Recipe for Cats
Home chef for the dog
Likes to show the pour, the broth and the bowl. Slow, tidy mealtime clips.
Likely product: Stella's Shredrs Chicken & Turkey Recipe in Broth for Dogs
Raw-diet enthusiast
Already talks about patties and ingredients. Comfortable explaining a label without claiming results.
Likely product: Absolutely Rabbit Freeze-Dried Raw Dinner Patties for Dogs
Snack comedian
Short, funny clips with a dog that cannot wait. Lowest price point on the shelf at $9.99.
Likely product: Crav’n Bac’n Bites Bacon & Pork Recipe for Dogs

Left off, every time

Always out: creators who promise health results for a pet, compare against other pet food brands, show an animal in an unsafe way, or cannot film their own pet. The category rule that applies: no health outcomes, only your own wording.

Part 8 of 15

First twenty

Dog parent with a daily bowl-reveal routine
Cat owner who films pouch and plate moments
Multi-dog household with a messy mealtime
Owner of a dog who refuses most food
Raw-diet dog owner explaining labels calmly
Dog trainer who films short reward sessions
Rescue-dog adopter documenting the first weeks
Senior-dog owner with a slow, gentle routine
Puppy owner filming first meals
Kitten owner filming first meals
Small-dog owner with close-up eating clips
Large-dog owner with big-bowl reaction clips
Home cook who preps the dog's bowl like a recipe
Pet-care micro-creator under steady local followings
Dog-park regular who films after-walk dinners
Cat-café regular with a very vocal cat
Pet owner who unboxes orders and shows the bag
Fitness creator who films the dog's post-run meal
Parent whose kids narrate the dog's dinner
Travel-with-dog creator showing a bowl on the road

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Raw, grass-fed beef”
Super Beef patties and beef posts
“Pea-free, lentil-free, and potato-free”
Patty and Duck Duck Goose posts
“Taurine added”
Ingredient-focused clips, said as the brand says it
“Fortified with added vitamins & minerals”
Label read-outs on freeze-dried raw posts
“Enhanced with probiotics & antioxidants”
Label read-outs, attributed to the brand
“Perfect meal topper for picky eaters”
Meal Mixers and Dinner Dust toppers

Never said

Each one with the reason it stays out.

This fixed my dog's allergies
A health outcome. Not on the claims sheet and not provable on camera.
Vet recommended
Nothing in your site supports it, so creators cannot imply an endorsement.
Better than other raw brands
A comparison the sheet does not cover.
Guaranteed to work on every picky eater
Overpromises. Say what happened in your own bowl instead.
My dog lives longer on this
A health outcome and impossible to show.
Safe for every dog and cat
Not a claim the site makes, and pets differ.

To confirm with the brand

Held until someone on the brand side signs off.

Great for food allergies or sensitivities
The brand's own wording for the Beef Liver Treats. Your team should confirm creators may repeat it.
Get 25% Off Your First Order
Confirm the offer is live and its terms before any post mentions it.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: new to branded content, strong at mealtime clips and steady posting.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: proven hooks, reliable claims discipline and a clear audience of pet owners.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: top organic reach on pet food and the most consistent at passing the claims sheet.
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 100,000 views.
The bonus is paid per video: the single video that passes 100,000 views earns the $50 flat.
Only organic views count. Views bought with ad spend never trigger a bonus.
No bonus on a video that broke the claims sheet or the pet food rules, even if it goes 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 10 creators and 7 videos each a week, the simulator lands at $5.74 per 1,000 views against the $1 target. Either 4.2% of videos go viral or the median reaches 21,711 views.

Program facts

Stella & Chewy's 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 first creators
Two creators a week up to 10, over six weeks. First briefs on Chewy’s Chicken patties and Wild Weenies. The claims sheet is signed off before anyone films.
Month 1
Full roster, one variable
All 10 creators live at 7 videos each a week, 303 videos a month. One variable per test, losers killed early, hook library started.
Month 2
Winners into tests
Pay bands reviewed on results. Winning hooks go to paid tests. $50 flat bonus on any organic video past 100,000 views, once per creator.
Month 3
Cut and concentrate
Drop the weakest creators and keep the formats that move cost per 1,000 views toward $1. Offer Premium to creators whose cost beats the rest.
Day 90
Decision day
Cost per 1,000 views against the $1 target, what the simulator expected against what happened, and a plain call: scale, hold or stop.
Monthly ceiling
A limit, not a forecast
$15,000 if all 10 creators reach the top cap, bonuses excluded. It is a ceiling I propose, so spend cannot drift.

$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, one page: videos posted per creator, organic views, cost per 1,000 views against $1, the top hooks and anything flagged. You never have to ask.

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	Chicken patty bowl reveal	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Lamb patty taste test	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Beef Mixers topper swap	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Duck Duck Goose first bite	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Rabbit patty try-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

Pick the winner
An organic video past 100,000 views, or the top hook of the week, goes on the shortlist.
Secure usage rights
Written agreement from the creator before any money goes behind the video. The claims sheet is checked again.
Test as an ad
Same video, one variable changed: the hook or the first shot. Losers killed early.
Scale or kill
Keep what beats the $1 target on cost per 1,000 views, stop what does not, and add the hook to the library.

From the video to the checkout

Send the video to the product page of the item on screen, so Quick shop is one tap away.
Mention Get 25% Off Your First Order only after your team confirms it is live.
For repeat-order formats, point to Subscribe & save 5% on every order.
Say the shipping line as the site does: orders over $49 and under 20lbs qualify for free shipping.
For shoppers who prefer a store, point to Where to buy.

Part 15 of 15

Pet food rules

Pet food rules for creators

Pet food is a category where a wrong word costs more than a weak hook. These six rules apply to every video, every creator, every band.

Brand wording only
Say ingredient and product lines exactly as the claims sheet has them, like Raw, grass-fed beef. Attribute them to the brand. Do not paraphrase them into something stronger.
No health outcomes
Never say a product fixes, stops or improves a condition in a pet. Describe what you saw in the bowl: the dog came running, the bag was empty.
No vet or expert claims
Do not say a vet recommends it, and do not use a white coat or clinic setting. Nothing on the sheet supports an endorsement.
No brand comparisons
Do not name or imply other pet food brands as worse. Show your pet, your bowl and the product.
Pets stay safe on camera
No forced eating, no stressed animal, no unsafe handling. Follow the serving directions on the bag and do not improvise a diet change.
Disclose the partnership
Every post carries a clear paid-partnership label, and offers are stated as the site states them. A video that breaks any rule loses its bonus.

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 a product page

A first-order offer to point at

A reason to come back

A shipping line creators can use

One number to protect

One variable per test

Claims sheet before camera

Work where creators already talk

Chicken patty bowl reveal

Lamb patty taste test

Beef Mixers topper swap

Duck Duck Goose first bite

Rabbit patty try-it

Four sources in

Five filters, fewer each step

Training-obsessed dog parent

Picky-eater household

Cat parent with a food critic

Home chef for the dog

Raw-diet enthusiast

Snack comedian

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Claims sheet and first creators

Full roster, one variable

Winners into tests

Cut and concentrate

Decision day

A limit, not a forecast

From organic to paid

From the video to the checkout

Pet food rules for creators

Brand wording only

No health outcomes

No vet or expert claims

No brand comparisons

Pets stay safe on camera

Disclose the partnership

Want to see the first briefs?