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Draft concept by Danilo Vicioso, not affiliated with Unwilted.
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Unwilted, creator engine

Ten creators, one paper bouquet at a time

A first roster for Unwilted: creators who show handcrafted Italian crepe paper flowers in real rooms, with one number to protect.

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
Unwilted

Pumpkin Spice on my mantel, no watering

Illustrative post: a creator sets the Pumpkin Spice bouquet on a fall mantel, pans slowly across the stems, and ends on the price of $265.00.

Illustrative post

Contents

Part 1 of 14

Summary

Creator engine summary
Roster10 creators, ramped two a weekLive by week: 0, 2, 4, 6, 8, 10. Six weeks to a full roster. Proposed.
WhoHome decor, wedding and gift creatorsPeople who already style rooms and tables, where a Lazy Sunday or Pumpkin Spice bouquet fits the scene.
Production7 videos per creator per week303 creator videos a month at 10 creators. Seven a week is Proposed; the monthly total is Calculated.
PayThree bands, $300 to $800 baseCaps run from $600 to $1,500. Monthly ceiling is $15,000 with all 10 at the top cap, bonuses excluded.
Bonus$50 flat past 100,000 viewsOne bonus per creator per month. Cap bonuses: Starter $300, Standard $500, Premium $700.
ComplianceA claims sheet of literal site linesCreators quote only approved Unwilted lines, like the free gift message at checkout. Nothing improvised.
Category ruleNo health promises, everAllergy-friendly is quoted only as Unwilted's own wording, never as a medical outcome.
Goal$1 per 1,000 viewsThe first plan lands at $5.74. Median views and viral share are Assumptions you can move in the simulator.
ReportEvery Monday, one pageViews, cost per 1,000 views, winning hook, drafts sent back, next single test.
DecisionOne yes on roster and claims sheetYou approve the claims sheet and the ten-creator ramp. I run briefs, drafts and reporting from there.

Part 1 of 14, 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 14

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, with the paid ad engine alongside it. This is the same playbook for Unwilted: briefs, a hook library, losers killed early, winners into paid. I have not run flowers or home decor, so month one is learning, and the reports will say so.

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 14

Principles

  1. One number to protect

    Cost per 1,000 views, target $1. The first plan lands at $5.74, so the work is closing that gap with better hooks, not adding creators.

  2. One variable per test

    Each brief changes one thing: the hook, the bouquet or the room. Seven videos per creator per week gives enough reads to kill losers early.

  3. Product first, always

    Every video shows a real Unwilted bouquet or stem, from Calla Lily at $19.00 to Pumpkin Spice at $265.00, so the viewer sees the crepe paper.

  4. Work in one shared channel

    Briefs, claim questions and drafts live in a team workspace. Answers take minutes, and nothing about the claims sheet hides in email.

Part 3 of 14, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

  1. MartaMon 8:30 AM

    Brief for this week: show the Lazy Sunday bouquet in a real room and open on the hook in the first second. One variable: the opening line. Seven videos due Friday.

  2. JessMon 10:12 AM

    Can I say the Moody Blues bouquet is good for people with allergies?

    No. Say only "Allergy-friendly and maintenance-free alternative to fresh flowers" and say it is Unwilted's wording. Nothing beyond that line.

  3. ReporterAppMon 9:00 AM

    Weekly report posted: views by creator, cost per 1,000 views against the $1 target, three winning hooks, two drafts sent back.

  4. MartaWed 2:15 PM

    Draft back to you, Jess: the bouquet only appears after the hook ends. Open on the Pumpkin Spice stems, then say the line. Reshoot the first second only.

  5. JessThu 4:40 PM

    The Garden Peony Single Stem video passed 100,000 views overnight, organic only. Should I post a follow-up?

    Yes. Same hook, new room. The $50 bonus applies once this month. I'll flag the video for the paid test.

  6. ReporterAppFri 9:00 AM

    Check: every video this week matched the claims sheet and the category rule. One caption is missing the paid partnership label. Fix it before posting.

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 4 of 14

Formats

  1. Room reveal

    Brief 01

    Room reveal

    “Guess which flowers in this room are paper.”

    Wide shot of the Lazy Sunday bouquet in a lit room, then a slow push in on the sunflower petals.

  2. Touch test

    Brief 02

    Touch test

    “Wait until you see this peony up close.”

    Handheld macro on the petal layers, then a finger along the crepe edge. Natural window light, no filters.

  3. Gift reveal

    Brief 03

    Gift reveal

    “This is the gift that doesn't need water.”

    Unbox A Rose by Any Other Name, show the free gift message step at checkout on screen, then set it on a shelf.

  4. Build your own

    Brief 04

    Build your own

    “Three single stems, 15% off, my own bouquet.”

    Lay three stems on a table, mix colors, arrange them in a vase in one take. On-screen text: mix and match offer.

  5. Behind the petals

    Brief 05

    Behind the petals

    “Every petal here starts as Italian crepe paper.”

    Close shots of hands cutting and shaping crepe paper petals, no voiceover until the last second, then the finished stem.

Every product line in a video comes off the claims sheet word for word, for example “Handmade from premium paper for a realistic look and feel”, “Allergy-friendly and maintenance-free alternative to fresh flowers”, “Free personalized gift message available at checkout”. Product names are said as printed.

Part 5 of 14

Recruiting

Four sources in

  • Home decor creators

    Creators already filming shelf styling and room refreshes, where a bouquet that needs no watering fits the scene without a pitch.

  • Wedding and event creators

    Unwilted's own description names weddings, events and home decor, so planners and bridal creators fit the brief.

  • Craft and DIY makers

    Makers who film their hands at work. Italian crepe paper petals give them a process to show, from cut to finished stem.

  • Affiliate or ambassador page

    I did not find an affiliate or ambassador page on the site, so I would start with direct outreach and one simple brief.

Five filters, fewer each step

  1. 1Real room, real light

    Past videos shot at home in natural light, not on a studio set.

  2. 2Product on screen early

    Their recent posts show the object in the first second.

  3. 3Clean claims record

    No history of health or miracle claims in captions.

  4. 4Organic reach

    Median views come from organic posts, not bought reach.

  5. 5Reliable cadence

    Can deliver seven videos a week without quality dropping.

Part 6 of 14

Who we want

  • Home decor stylist

    Refreshes shelves and tables every season and films the change.

    Likely product: Lazy Sunday | Paper Flower Bouquet with Sunflower

  • Fall decor creator

    Mantel and entryway videos from September on.

    Likely product: Pumpkin Spice Paper Flower Bouquet | Fall Decor

  • Gift guide creator

    Shows gift ideas and the unboxing moment.

    Likely product: A Rose by Any Other Name | Paper Rose Bouquet

  • Wedding planner

    Reception tables, bridal showers and event styling.

    Likely product: Where the Wildflowers Grow | Paper Wildflower Bouquet

  • Renter who skips plants

    Wants flowers in a small place with no watering routine.

    Likely product: Zinnia Single Stem | Handcrafted Paper Flower

  • Craft and DIY maker

    Builds a bouquet stem by stem on camera.

    Likely product: Garden Peony Single Stem | Handcrafted Paper Flower

Left off, every time

Always out: anyone who makes health claims, accounts with bought followers, creators who run down other brands, and anyone under age. Category rule: no health outcome claims; allergy-friendly is quoted only as Unwilted's own wording.

Part 7 of 14

First twenty

  1. Apartment stylist who films seasonal shelf changes
  2. Fall mantel decorator with a loyal seasonal audience
  3. Bridal shower planner who shows table setups
  4. Wedding florist-adjacent creator who works with paper
  5. Gift guide creator with a steady monthly series
  6. Renter who decorates small spaces on a budget
  7. Cottagecore home creator who films slow mornings
  8. Craft maker who shows scissors and petals
  9. Paper crafter with a cutting-and-shaping series
  10. Home office desk-setup creator
  11. Entryway and console table decorator
  12. Hostess who films dinner table scenes
  13. Thrift flip creator who adds finishing touches
  14. Mother's Day gift roundup creator
  15. Sunflower and summer decor creator
  16. Moody dark-palette interior creator
  17. Minimalist neutral-home creator
  18. Wildflower and garden-style decor creator
  19. Event planner who shows centerpieces
  20. Kitchen and dining styling creator

Part 8 of 14

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

  • “Handcrafted Italian Crepe Paper Flowers”

    Opening line or caption for any bouquet or single stem video.

  • “Handmade from premium paper for a realistic look and feel”

    Touch test and room reveal videos, said as Unwilted's wording.

  • “Allergy-friendly and maintenance-free alternative to fresh flowers”

    Only as Unwilted's own wording, never as a health outcome.

  • “Perfect for home decor, special events, or as a thoughtful gift”

    Gift reveal and wedding creator videos.

  • “Free personalized gift message available at checkout”

    Gift reveal videos, with the checkout step on screen.

  • “Special Offer: Mix and match your bouquet! Purchase 3 single stems and automatically receive 15% off!”

    Build your own videos using single stems only.

  • “All orders over $75 ship free within the USA via USPS Ground Shipping (2-5 Business Days).”

    Any video aimed at a viewer in the USA.

Never said

Each one with the reason it stays out.

  • Paper flowers make your home healthier

    A health outcome. Unwilted only says allergy-friendly, in its own words.

  • Better than fresh flowers in every way

    An open comparison the site does not make.

  • They last forever

    The site does not say forever, so a creator must not promise it.

  • Free shipping on every order

    Free shipping applies to orders over $75 within the USA.

  • Everything is 15% off

    The offer is for three single stems only.

  • Fresh flowers can't compete on price

    A price comparison creators must not improvise.

To confirm with the brand

Held until someone on the brand side signs off.

  • Limited Edition availability

    Some bouquets are named Limited Edition. Confirm with Unwilted before a creator mentions availability.

  • Shipping outside the USA

    Free shipping is stated for the USA only. Confirm times and cost before any international viewer is addressed.

Part 9 of 14

Pay

  • Starter

    $300–600

    a month, by band

    For creators with smaller, steady audiences who are new to selling home decor.

    Bonus at the cap: $300

  • Standard

    $500–1,000

    a month, by band

    For creators whose bouquet videos already land in a consistent range.

    Bonus at the cap: $500

  • Premium

    $800–1,500

    a month, by band

    For proven home and wedding creators; the cap rewards the best organic reach.

    Bonus at the cap: $700

  1. Under 100,000 views

    $0

    The base pay covers the work.

  2. 100,000 views

    +$50 flat

    Whatever the band.

  3. 1,000,000 views

    Top-up to your cap

    Bonus = band cap − base pay.

  • One bonus per creator per month, however many videos break through.
  • The bonus is per video: a single video that passes 100,000 views earns $50 flat.
  • Organic views only. Boosted or paid views 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 10 of 14

Simulator

First inputs: 303 videos a month, 1.8M views, $10,050 cost, $5.74 per 1,000 views against $1. To close it, 4.2% of videos go viral or the median reaches 21,711 views.

Move the inputs. The label on the right updates.

10
$1,000
7
1,500
4%
0.5%

Program facts

Unwilted 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 10 of 14, continued

What moves the result

Cost per 1,000 views by median views per video
If the median isViews / monthMonthly costCost / 1KHits target
7501.4M$10,050$6.96No
1,5001.8M$10,050$5.74No
3,0002.4M$10,050$4.24No
Cost per 1,000 views by share of viral videos
If the viral share isViews / monthMonthly costCost / 1KHits target
0.3%1.2M$10,000$8.44No
0.5%1.8M$10,050$5.74No
1%2.9M$10,150$3.52No

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 11 of 14

Phases

Creators live by week (proposed): 0, 2, 4, 6, 8, 10
  1. 0Wk 1
  2. 2Wk 2
  3. 4Wk 3
  4. 6Wk 4
  5. 8Wk 5
  6. 10Wk 6
Creator ramp by week
ItemWk 1Wk 2Wk 3Wk 4Wk 5Wk 6
Creators live0246810
Videos a week01428425670
Base pay a month$0$2,000$4,000$6,000$8,000$10,000

  1. Warm-up

    Recruit and brief

    Build the hook library, finish the claims sheet, shortlist creators. Nothing posts before you approve the sheet.

  2. Month 1

    Ramp to ten creators

    Two creators a week, six weeks to 10. Seven videos per creator per week. Test five formats, one variable per test, kill losers early.

  3. Month 2

    Cut and concentrate

    Drop the bottom of the roster, move creators between bands, double down on the formats with the lowest cost per 1,000 views.

  4. Month 3

    Winners into paid

    Send the best videos to paid in four steps and test new hooks against the best format. Watch cost per 1,000 views against the $1 target.

  5. Day 90

    Honest review

    Did cost per 1,000 views move from the $5.74 plan toward $1? If not, we change the mix of creators and hooks, not the target.

  6. Ceiling

    Monthly cap on spend

    The ceiling is $15,000 with all 10 creators at the top cap, bonuses excluded. Proposed, and held until results earn more.

$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 12 of 14

Weekly report

Every Monday: views by creator, cost per 1,000 views against the $1 target, the winning hook, drafts sent back and next week's single test.

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
CreatorBandFormatPostsMedianBestCost / 1KBonusFlagsCall
Creator AStarterRoom reveal with the Lazy Sunday bouquet72.1K25K$3.37$0NoneKeep
Creator BStandardTouch test on Peony for Your Thoughts71.4K8.4K$9.83$0Claim checkReplace
Creator CPremiumGift reveal with A Rose by Any Other Name61.8K54K$7.94$0NoneWatch
Creator DStarterBuild your own with Garden Peony Single Stems59003.6K$12.99$0Over cap?Replace
Creator EStandardBehind the petals, hands shaping crepe paper71.2K11K$10.59$0Release missingReplace
All creatorsnot applicablenot applicable321.5K54K$8.94$0not applicablenot 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 13 of 14

Organic to paid

From organic to paid

  1. Pick the winner

    A video that passes 100,000 views, or beats the roster's cost per 1,000 views.

  2. Secure usage rights

    Confirm in writing with the creator before any boost. No boost without a yes.

  3. Boost one variable

    Run the original beside one new hook. Keep the creator's caption and add no new claims.

  4. Kill or scale

    Losers killed early. Winners get the next brief and a place in the hook library.

From the video to the checkout

  • Send the video to the bouquet page for the product on screen.
  • For single stems, link to the page where three stems earn 15% off.
  • Mention free shipping over $75 only to viewers in the USA.
  • In gift videos, show the free personalized gift message step at checkout.
  • Never promise delivery faster than USPS Ground at 2-5 business days; upgraded shipping is a checkout option.

Part 14 of 14

Category rules

Paper flowers: what creators may say

Unwilted sells handmade bouquets and single stems. The category is decor and gifts, so the rules keep creators on the product and off health and price claims.

  • No health outcomes

    A creator never says paper flowers improve health or relieve any condition. The product is decor and gifting, and the video stays there.

  • Allergy line is Unwilted's wording

    Allergy-friendly appears only as Unwilted's own line from the claims sheet, attributed to the brand, never as advice to people with allergies.

  • Compare only what the sheet allows

    No claims that paper beats fresh flowers on price or quality. The sheet carries the only approved comparison wording.

  • Offers exactly as written

    Fifteen percent off applies to three single stems. Free shipping applies over $75 within the USA. Creators repeat each offer without stretching it.

  • No invented scarcity

    Limited Edition pieces are never framed with deadlines or stock warnings. Confirm availability with Unwilted first.

  • Disclose every partnership

    Each post carries a clear paid partnership label. A caption without it goes back as a draft, and no bonus is paid on it.

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