Halfdays, creator engine

Ten creators, six weeks, one number to protect

A creator roster for Halfdays: seven videos per creator each week, paid by band, built around the Louise Down Collection and a $1 target per 1,000 views.

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

Louise Down Jacket, one cold lap, no filter

Illustrative: a creator zips the Louise Down Jacket over a Pieper Fleece at the trailhead, then films the first chairlift ride and says what she would pack again.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	Ten creators, live over six weeks	Two creators join each week. Creators live by week: 0, 2, 4, 6, 8, 10. A proposal.
Who	Women who ski, hike and layer for real	Recruited from Halfdays community events, its Slack channel and ski clubs. Six personas, each tied to one product.
Production	Seven videos per creator each week	At ten creators that is 303 creator videos a month, across five formats.
Pay	Fee plus cap, in three bands	Starter, Standard, Premium. Caps run from $600 to $1,500 per creator.
Bonus	$50 flat past 100,000 views	One bonus per creator per month, organic views only.
Compliance	A claims sheet before any post	Creators quote only Halfdays' own words. A draft that breaks the sheet goes back, unpaid for that video.
Category rule	Say only what Halfdays says	No warmth, waterproofing or safety promises beyond the product page. Disclose every paid post.
Goal	$1 per 1,000 views	The simulator starts at $5.74. Closing it takes 4.2% viral videos or a median of 21,711 views.
Report	Every Monday, by creator and format	Views, cost per 1,000 views, hooks that worked, losers killed early.
Decision	Keep, swap or cut at Day 90	Creators who sit above the $1 target without a trend get swapped. Format winners get more briefs.

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.

Same playbook as at Tabs: a creator program paired with a paid ad engine, now pointed at winter sports apparel for women. I have not run this category. I would learn it from your product pages and your creators, and a claims sheet keeps every post inside what Halfdays says itself.

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

$395.00
Louise Down Jacket is the hero product
A new collection leads the store, and the jacket gives creators a clear first brief: layering, cold laps, packing. It is built to be shown on a body, in weather.
Published
10%
A first-order offer creators can point to
New customers who subscribe get 10% off their first order. A creator can end each video on one clear next step that costs the viewer nothing.
Published
$95+
Free shipping gives the video a closing line
US orders at that level ship free, with restrictions. Creators mention it only with the restriction note, and never as the headline.
Published

Part 4 of 15

Principles

One number to protect
The target is $1 per 1,000 views. Every format, band and bonus is judged against it. A creator who beats it gets more briefs; one who misses it twice gets a talk.
One variable per test
Each week changes one thing: the hook, the product or the opening shot. Seven videos per creator each week make that readable within days, not months.
Losers killed early
A format that trails the median after its first batch is retired. The hook library keeps the lines that worked, and the creators who wrote them.
Claims before creativity
Creators work from a claims sheet of Halfdays' own words. Anything outside it gets confirmed with the brand first, in the shared workspace, before filming.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MaraMon 8:30 AM
This week's brief: the Louise Down Jacket over a Pieper Fleece. Film the trailhead layering format. One hook per video, seven videos. Own the mountain is the tagline, but find your own words for it.
JosieMon 10:15 AM
Can I say the Louise Down Jacket is waterproof?
Not as a promise. Quote the product page only: wind- and water-resistant recycled shell. Anything beyond that, ask in this channel first.
Weekly botAppMon 9:00 AM
Last week: seven videos per creator logged, cost per 1,000 views above the $1 target. Best format: Packable puffer pack-down. Weakest: Flagship try-on. Brief updated.
MaraTue 2:40 PM
Draft sent back: the line about staying warm in any storm is a promise the page does not make. Swap it for More warmth. Less weight. and resend today.
Done, new cut uploaded.
PriyaWed 6:05 PM
The Nellie pack-down video just passed 100,000 views, all organic. Anything I should film next while it is moving?
Weekly botAppThu 8:00 AM
Bonus check: Priya's video passed 100,000 views, organic only, no claims flags. $50 flat applies. One bonus per creator per month, none used yet.
MaraThu 11:20 AM
Check before posting: partnership label on, first-order offer said with the full wording, no health or safety line. Post when all three are clean.

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
Trailhead to summit pant check
“One pant, trailhead to summit. Let's see.”
Mirror-free, one take: Irene Pant on a real incline, ankle to waist, then a step-up. Voiceover on what you notice.
Brief 02
Fleece layering
“Three ways I layer the Pieper Fleece.”
Three quick outfit changes in one location, cut on the beat. Show the fleece alone, under a shell, and with a vest.
Brief 03
Packable puffer pack-down
“My whole jacket fits in my bag. Watch.”
Overhead shot: pack the Nellie Packable Puffer Jacket into a daypack, then pull it back out at a lookout.
Brief 04
Flagship try-on
“I tried on the whole rack in Denver.”
Handheld in the Denver flagship: pick three pieces, try each, give one honest verdict per piece. Natural light.
Brief 05
Fit check across sizes
“Size-diverse means this fits me. Here's proof.”
Front and side, same piece, one cut per size she wears. State her size out loud and what she'd order again.

Every product line in a video comes off the claims sheet word for word, for example “More warmth. Less weight.”, “Own the mountain.”, “Sign up for email + SMS to receive 10% off your first order.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Halfdays community events
Hike and walk attendees, like the Los Angeles Hike + Hang and the Seattle Community Walk with REI, already show up in person for the brand.
The Halfdays Slack channel
The brand invites people to join its Slack channel. Members who post about gear are warm candidates, and we ask the lead before approaching anyone.
Ski and trail clubs
Women who already film their laps, hikes and layering. Small audiences are fine if the median video holds and the voice is her own.
Affiliate or ambassador page
No affiliate or ambassador page was found on the site. A program page would let creators apply themselves, and it is something I would help set up.

Five filters, fewer each step

1Real winter use
Her feed shows skiing, hiking or cold-weather layers, not one styled shoot.
2Median holds
Her typical video reaches the same audience as her best one, not just a single hit.
3Honest voice
She says what she dislikes too. A flat pitch tone is a no.
4Claims discipline
She accepts the claims sheet and the disclosure rule before any pay is agreed.
5Seven videos a week
She can sustain seven short videos per week without recycling the same clip.

Part 7 of 15

Who we pick

Resort ski regular
Films lift laps and layers on cold days; the down jacket is her natural first brief.
Likely product: Louise Down Jacket
Trail hiker
Hikes year-round and talks about layers, packs and weight in her videos.
Likely product: Nellie Packable Puffer Jacket
Fleece layering fan
Makes outfit-change videos around one midlayer, in natural light, at home or outside.
Likely product: Pieper Fleece
Everyday pant tester
Shows one pair across commute, trailhead and summit, with honest notes.
Likely product: Irene Pant
Studio-to-trail mover
Moves between studio days and trail miles, and speaks to comfort and fit.
Likely product: Julie Flare Legging
Après and cozy style
Styles a sweatshirt for the lodge, the town and the car ride home.
Likely product: Halfdays Ski Club Sweatshirt

Left off, every time

Left out always: anyone who makes health or safety promises, avalanche-safety advice, or medical claims about gear; anyone who will not disclose the partnership; anyone who attacks competitors by name; and anyone who would film a risky stunt for views.

Part 8 of 15

First twenty

Resort skier who posts lift laps every weekend
Backcountry skier who talks about layers
Ski instructor who explains what to wear
Trail runner who films cold morning runs
Weekend hiker with a loyal local audience
Plus-size outdoor creator who shows real fit
Petite-size creator who shows real fit
Tall creator who shows real fit and length
Mom who skis with her kids and packs light
Snowboarder who keeps a gear closet
Day-trip creator based near a ski town
Denver local who films store visits
Seattle local who walks with a club
Los Angeles local who hikes with a group
Thrift and pre-loved gear reseller
Travel creator who packs for winter trips
Cozy-style creator who posts lodge outfits
Fitness creator who trains outside in the cold
Photographer who films gear in snow light
Beginner skier learning the sport on camera

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Own the mountain.”
Closing line or caption, as the brand's tagline.
“More warmth. Less weight.”
Down jacket and vest videos, as the brand's own line.
“700-fill-power RDS-certified down”
Louise Down Jacket and Louise Down Vest, spoken as the brand's wording.
“a wind- and water-resistant recycled shell”
Louise Down Jacket and Vest, never upgraded to waterproof.
“100% ultra-soft cotton”
Halfdays Ski Club Sweatshirt only.
“four-way stretch, and light compression”
Julie Flare Legging only.
“FREE SHIPPING ON US ORDERS $95+. * RESTRICTIONS APPLY .”
Only with the restriction note, for US viewers.

Never said

Each one with the reason it stays out.

The warmest jacket you can buy
A comparison the page does not make. Halfdays calls one jacket its warmest option, and only among its own.
Waterproof in any storm
The Louise shell is described as wind- and water-resistant, not waterproof.
Keeps you safe on the mountain
A safety outcome. Creators speak about clothing, not safety.
Stops you from getting cold or sick
A health outcome. Only the brand's own wording is allowed.
Free shipping on every order
The offer applies to US orders at the stated level, with restrictions.
Better than other women's ski brands
Comparisons to named or unnamed competitors are never allowed.
Every size is always in stock
Some sizes in some colors sell out, so stock claims are off limits.

To confirm with the brand

Held until someone on the brand side signs off.

Waterproof rating of a shell
Rating figures appear in general guide text, not clearly on a product. Confirm with the brand per jacket.
Pre-Loved items and PFAS
The brand has its own wording for this. Confirm the exact sentence before any creator mentions it.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: new creators on a modest fee and cap while we read their median video.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: proven median views, a higher fee and a higher cap for steady output.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: the best median and fit with Halfdays products, paid for volume and consistency.
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, even if several videos pass 100,000 views.
The bonus is per video: a single video must pass 100,000 views on its own.
Organic views only. Views bought through ads never count toward the bonus.
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

At ten creators the simulator lands at $5.74 per 1,000 views against the $1 target. It would take 4.2% viral videos or a median of 21,711 views, other inputs held.

Program facts

Halfdays 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 two creators
Sign off the claims sheet with the brand, set the workspace, and bring the first two creators live. Brief: Louise Down Jacket and the fleece layering format.
Month 1
Four creators, one variable per test
Ramp continues at two creators a week up to four. Each week changes only the hook. First losers killed early; hook library starts.
Month 2
Up to ten creators live
The roster reaches ten by week ten. Seven videos per creator each week; 303 videos a month. Bands are set by median views, not follower count.
Month 3
Double down on what works
Retire the weakest format, add briefs to the best one. Test the $50 view bonus and check cost per 1,000 views against $1.
Day 90
Keep, swap or cut
Each creator is judged on median views and cost per 1,000 views. Winners move up a band; the rest are swapped. Brand and I decide together.
Monthly ceiling
A hard stop at $15,000
All ten creators at the top cap, bonuses excluded, comes to $15,000. That is the most the program can cost in a month, set as a proposal.

$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

Weekly report

Every Monday the brand gets one page: views, cost per 1,000 views, best hook, weakest format and which creators are on track for a bonus.

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	Trailhead to summit pant check	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Fleece layering	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Packable puffer pack-down	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Flagship try-on	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Fit check across sizes	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

Flag the top organic videos
Videos that clear the median by a wide margin go on a short list each Monday, with the hook and the product on screen.
Ask the creator for rights
With her yes, the video becomes paid-ready. Her claims and disclosure stay exactly as filmed.
Test as an ad, one variable
We run the winner with one change: hook, first frame or end line. Losers are stopped early and logged.
Scale what holds
If cost per 1,000 views and the click rate hold, the video earns a bigger budget and a new brief to the same creator.

From the video to the checkout

The Louise Down Collection page, for any video about the jacket or vest
Best Sellers, for videos built around layering and everyday pieces
The first-order offer, with its full wording, as the close
The Denver flagship store, for try-on videos
Free shipping on US orders, with the restriction note

Part 15 of 15

Category rules

Winter apparel: what a creator may say

Halfdays sells gear people wear in cold, wet conditions. Creators describe what they feel and see, and quote the brand's words for performance. Ten creators, 303 videos a month, one standard.

Quote the claims sheet
Performance statements come from the claims sheet only. If a line is not on it, ask in the shared workspace before filming. Seven videos a week gives no excuse to improvise.
Resistant, never waterproof
The Louise shell is described as wind- and water-resistant. Creators never upgrade that to waterproof, windproof or storm-proof, even in jest.
No safety or health promises
No lines about staying safe, avoiding illness or injury, or avalanche conditions. Talk about the clothes, not outcomes for the body.
Disclose every paid post
Partnership label on every post, in the first frame or the caption's first line. A missing label voids the video's fee and bonus.
Offers with full wording
The 10% first-order offer and the $95+ free shipping are said with their conditions, including the restriction note. No invented codes or deadlines.
Real fit, real size
State your size and what you wear it with. No claims about changing a body shape. Pre-Loved items follow the brand's own wording.

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

Louise Down Jacket is the hero product

A first-order offer creators can point to

Free shipping gives the video a closing line

One number to protect

One variable per test

Losers killed early

Claims before creativity

Trailhead to summit pant check

Fleece layering

Packable puffer pack-down

Flagship try-on

Fit check across sizes

Four sources in

Five filters, fewer each step

Resort ski regular

Trail hiker

Fleece layering fan

Everyday pant tester

Studio-to-trail mover

Après and cozy style

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Claims sheet and first two creators

Four creators, one variable per test

Up to ten creators live

Double down on what works

Keep, swap or cut

A hard stop at $15,000

From organic to paid

From the video to the checkout

Winter apparel: what a creator may say

Quote the claims sheet

Resistant, never waterproof

No safety or health promises

Disclose every paid post

Offers with full wording

Real fit, real size

Want to see the first briefs?