Zack's Mighty, creator engine

Ten creators, one chip that won't break

Ten creators join over six weeks, seven videos each a week, all aimed at one number for Zack's Mighty: $1 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

Sea Salt chips vs. the heaviest guac

Illustrative: one take, one scoop, Sea Salt Tortilla Chips, a caption built on Built Sturdy for Dipping.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	10 creators, two added each week	Live by week: 0, 2, 4, 6, 8, 10. A six-week ramp, two creators a week.
Who	Cooks and dip hosts who film real food	People who make guac, nachos and taco nights on camera and can hold a scoop test on Sea Salt Tortilla Chips.
Production	7 videos per creator per week	That is 303 creator videos a month at 10 creators, one variable per test.
Pay	Three bands, caps from $600 to $1,500	Starter $300 base, $600 cap. Standard $500, $1,000. Premium $800, $1,500.
Bonus	$50 flat past 100,000 views	One bonus per creator per month, organic views only. A bonus also unlocks at the cap.
Compliance	A claims sheet of literal brand lines	Creators quote Built Sturdy for Dipping and the other approved lines. Anything else goes to the lead first.
Category rule	Food rules: no health outcomes	Gluten-free, Vegan, Certified Organic: only the brand's own wording, matched to the right flavor.
Goal	$1 per 1,000 views	The simulator today shows $5.74 per 1,000 views for $10,050 on 1.8M views.
Report	Monday report, one row per creator	Format, videos, views and cost per 1,000 views against the $1 target, plus what we learned.
Decision	Keep, resize or stop at end of month 3	The monthly ceiling is $15,000 with all ten creators at the top cap, bonuses excluded.

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 ran this playbook: a creator program feeding a paid ad engine, winners promoted, losers killed early. Zack's Mighty is a different category: organic tortilla chips from regenerative corn, fried in avocado oil. I have not run a food brand, so the claims sheet comes first, and your team corrects me where I'm wrong.

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

339
Reviews on one product listing
Customers are already describing these chips in their own words. Creators can start from that language instead of my guesses.
Published
184
Reviews on another listing
That listing shows 4.619565 / 5 from 184 reviews. There is enough customer voice to write the first hooks before the first brief.
Published
21%
Reviews that praise crunch quality
Crunch is what reviewers mention, and it matches the tagline Chips That Won't Break in Dip. The first formats start there.
Published

Part 4 of 15

Principles

One variable per test
Each brief changes one thing: the hook, the flavor or the first shot. Ten creators at seven videos a week make 303 videos a month, enough to tell Sea Salt from Nacho.
Losers killed early
A hook that stalls on Lime Tortilla Chips is cut after the first Monday read and its attention moves to what works. One number to protect: $1 per 1,000 views.
Claims come word for word
Creators quote the lines on the claims sheet, like Built Sturdy for Dipping. A health outcome never goes out, and a post that breaks this rule earns no bonus.
The channel is the work
Briefs, claim questions, drafts and reports live in one workspace, so the lead can answer a question about Buffalo Ranch Rolled Chips the same day.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MayaMon 8:30 AM
This week's brief: one hook, three flavors. Open with the guac scoop on Sea Salt Tortilla Chips, then repeat it on Sweet & Spicy Chili. One variable: the first line you say.
Report botAppMon 9:00 AM
Weekly report posted: one row per creator with format, videos, views and cost per 1,000 views against the $1 target.
TessaTue 10:15 AM
Quick claim question: can I say the Buffalo Ranch Rolled Chips are certified regenerative?
No. The regenerative line sits on the tortilla chips. For the rolled chips say Seed Oil-Free: Made with Avocado Oil.
MayaWed 2:40 PM
Draft back for one fix: the caption says healthier. Cut it and keep Gluten-free, Vegan or just the dip test. The scoop shot is strong, keep it.
JordanThu 6:05 PM
My loaded nachos video with Nacho Tortilla Chips is moving fast. It passed 100,000 views overnight.
Logging it for the $50 bonus. Organic views only, so nothing is boosted yet. Nice work.
MayaFri 11:00 AM
Check-in: does everyone have seven videos in the folder for the week? Anyone short, tell me by noon so the Monday report stays accurate.

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
Dip stress test
“Built Sturdy for Dipping”
One take, overhead: pile heavy guac on a Sea Salt Tortilla Chip and lift. No cuts until the chip clears the bowl.
Brief 02
Heat check
“These chips bring the Sweeeet Heat!”
Face to camera, first bite of Sweet & Spicy Chili Tortilla Chips, react honestly, hold the bag to the lens at the end.
Brief 03
Lime ritual
“all hail the tortilla”
Kitchen counter, natural light: squeeze a lime, open a bag of Lime Tortilla Chips, crunch close to the mic.
Brief 04
Loaded nachos
“Chips That Won't Break in Dip”
Build a skillet of Nacho Tortilla Chips with beans and cheese, one overhead shot, then a heavy scoop.
Brief 05
Record scoop
“Feel free to run your own experiments though.”
Weigh the scoop on a kitchen scale and try to top 3.1 ounces; film the scale and the chip together.

Every product line in a video comes off the claims sheet word for word, for example “Made with Organic Avocado Oil”, “Built Sturdy for Dipping”, “Gluten-free, Vegan”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Guac and dip creators
Home cooks who post party dips and game-day boards. The brand's tagline is Chips That Won't Break in Dip, so the match is direct.
Recipe and from-scratch cooks
The brand publishes recipes with its chips, such as a skillet toss and layered nachos. Cooks who build dishes understand a chip that holds a topping.
Buyers who also create
One listing shows 339 total reviews. I'd look for buyers who already post about snacks and reach out to them first, on your approval.
Affiliate or ambassador page
I did not find an affiliate or ambassador page on the site, so there is no open application to point creators to. I'd build a simple form with your team.

Five filters, fewer each step

1Cooks on camera
Shows real food made start to finish, not just packaging shots.
2Dip proof
Has at least one past video where a snack is tested against a heavy dip.
3Clean claims history
Has never pushed health outcomes on food. I scroll back through recent posts.
4Honest on a bag
Reads ingredients aloud: avocado oil, flint corn, gluten-free, vegan.
5Seven a week
Can ship seven videos each week without quality falling off.

Part 7 of 15

Who we want

Guac host
Throws dip nights and trusts a chip to hold a full scoop on camera.
Likely product: Sea Salt Tortilla Chips
Heat seeker
Rates snacks by spice and reacts honestly to sweet heat.
Likely product: Sweet & Spicy Chili Tortilla Chips
Taco-night cook
Squeezes lime on everything and films weeknight tacos.
Likely product: Lime Tortilla Chips
Game-day nacho builder
Stacks skillet nachos with beans and cheese for a crowd.
Likely product: Nacho Tortilla Chips
Spicy snack reviewer
Takis-style taste tester who scores crunch and kick.
Likely product: Buffalo Ranch Rolled Chips
Label reader
Reads the bag first. No Artificial Colors or Dye is the hook.
Likely product: Chile Lime Rolled Chips

Left off, every time

Always left out: anyone who sells health outcomes, names another brand as worse, or aims at children. Also anyone whose recent posts break food claims rules. The category rule that applies: only the brand's own wording, no medical promises.

Part 8 of 15

First twenty

Home cooks who film guacamole from scratch
Game-day hosts who build nacho boards
Taco-night families filming weeknight dinners
Hot sauce and heat-challenge snackers
Label-reading shoppers who check seed oils
Gluten-free home cooks
Vegan snack reviewers
Organic grocery haul creators
Regenerative farming and soil-health explainers
Salsa and dip recipe creators
Crunch-obsessed ASMR eaters
Party planners and tailgate hosts
Meal-prep creators with a snack segment
Home cooks making tortillas and tortilla dishes
Office snack-drawer reviewers
Rolled chip taste testers who rate spice
Backyard BBQ and cookout hosts
Street-corn and corn soup recipe creators
Small-batch food fans who follow makers
Dip-board and entertaining creators

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Made with Organic Avocado Oil”
Sea Salt and Sweet & Spicy Chili Tortilla Chips
“Built Sturdy for Dipping”
Sea Salt Tortilla Chips, best in the dip test
“Made with Heirloom Flint Corn”
Sea Salt and Sweet & Spicy Chili Tortilla Chips
“Certified Organic, Non-GMO Project Verified, Certified Regenerative by A Greener World”
Sea Salt and Sweet & Spicy Chili Tortilla Chips only
“Gluten-free, Vegan”
Sea Salt, Sweet & Spicy Chili, Buffalo Ranch and Chile Lime
“Seed Oil-Free: Made with Avocado Oil”
Buffalo Ranch and Chile Lime Rolled Chips
“No Artificial Colors or Dye”
Buffalo Ranch and Chile Lime Rolled Chips

Never said

Each one with the reason it stays out.

These chips are healthier than other snacks
A comparison and a health claim. Reviewers say it, the brand's own wording doesn't.
Good for your gut
A health outcome the brand never states.
Helps you lose weight
A health outcome and a food-category red line.
Lowers inflammation
A medical-style promise. The brand only says what is in the bag.
The rolled chips are Certified Regenerative
That certification is listed on the tortilla chips, not on the rolled chips.
Free shipping on every order
No free-shipping rule was found, so it would be invented.
Easy returns if you don't like them
The policy says no standard returns, only damaged, defective or incorrect orders.

To confirm with the brand

Held until someone on the brand side signs off.

Where to buy: any named retailer
The nav shows a WHERE TO BUY page, but no retailer names were found. Confirm before naming one.
Our record guac scoop weighed in at a hefty 3.1 ounces
It is the brand's own line. Confirm creators may quote it as a record.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: a first-time creator proving one dip test on Sea Salt Tortilla Chips before more is asked.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: steady weekly output across two flavors, hooks that hold, claims always clean.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: an audience that already cooks and buys, trusted with Nacho and Sweet & Spicy.
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: the $50 flat bonus is paid once, however many videos pass 100,000 views.
Per video: the video itself must pass 100,000 views. A total across several videos does not count.
Organic views only: boosting a post or adding ad spend does not count toward the 100,000.
No bonus on a video that broke the claims sheet or the food category rule, even if it travelled 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 ten creators and 303 videos a month, 1.8M views cost $10,050: $5.74 per 1,000 views against the $1.00 target. It takes 4.2% of videos going viral, or a median of 21,711 views.

Program facts

Zack's Mighty 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
Ramp and sign-off
Six weeks of ramp: two creators join each week until ten are live, starting with dip tests on Sea Salt Tortilla Chips. The claims sheet is signed before any post.
Month 1
Test and kill
Seven videos per creator per week, one variable per test. Losing hooks die after the first Monday report; the dip test and heat check stay while they clear.
Month 2
Build the hook library
Winners feed a hook library. Nacho and Lime formats get their own tests, and creators who hold quality move up a band. 303 videos a month at ten creators.
Month 3
Prepare winners for paid
The best videos are prepared for paid use with each creator's approval. Cost per 1,000 views is read weekly against the $1 target.
End of month 3
Keep, resize or stop
The program is read against the $1 target. The simulator today shows $10,050 for 1.8M views, so the decision rests on what moved.
Monthly ceiling
The most this can cost
All ten creators at the top cap, bonuses excluded: $15,000. Nothing above that without your written okay.

$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: one row per creator with format, videos posted, views and cost per 1,000 views against $1, plus what we learned from the dip test and the heat check.

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	Dip stress test	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Heat check	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Lime ritual	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Loaded nachos	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Record scoop	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
A video that clears the organic bar, like a dip test on Sea Salt Tortilla Chips, goes on a short list.
Get the rights
The creator approves paid use in writing before any spend.
Test it as an ad
Run the video unchanged against its original hook, one variable per test.
Scale or stop
Winners get budget and losers are killed early. Cost per 1,000 views stays the number to protect.

From the video to the checkout

Sea Salt Tortilla Chips product page, listed from $32.00
Rolled Chips for Buffalo Ranch and Chile Lime, listed from $28.00
The WHERE TO BUY page, only once retailers are confirmed with your team
Never promise free shipping or discounts: the cart says taxes, discounts and shipping are calculated at checkout
Never promise returns: the policy covers damaged, defective or incorrect orders reported within 7 days of delivery

Part 15 of 15

Food category rules

Food rules creators follow

Tortilla chips are food. Creators say what is in the bag, in the brand's words, and nothing about what it does to a body.

Only the brand's words
Gluten-free, Vegan and Certified Organic come from the claims sheet and nowhere else. If a line is not on the sheet, ask in #claims-check first.
No health promises
Say what is in the bag: avocado oil, heirloom flint corn. Never say the chips help your gut, your weight or inflammation.
No comparisons
Never name another snack as worse. Reviews are customers' words, so never quote a reviewer by name as an endorsement.
Match claim to product
Certified Regenerative is listed on Sea Salt and Sweet & Spicy. Seed Oil-Free is on the rolled chips. Check the flavor before you film.
Show the food honestly
Real chips, real dip. No edits that make a chip look sturdier than it is: the scoop test runs as it happens.
Disclose and stay in the cap
Every post carries a paid-partnership label. A post that breaks a rule earns no bonus and is pulled. The $15,000 monthly ceiling holds.

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 one product listing

Reviews on another listing

Reviews that praise crunch quality

One variable per test

Losers killed early

Claims come word for word

The channel is the work

Dip stress test

Heat check

Lime ritual

Loaded nachos

Record scoop

Four sources in

Five filters, fewer each step

Guac host

Heat seeker

Taco-night cook

Game-day nacho builder

Spicy snack reviewer

Label reader

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Ramp and sign-off

Test and kill

Build the hook library

Prepare winners for paid

Keep, resize or stop

The most this can cost

From organic to paid

From the video to the checkout

Food rules creators follow

Only the brand's words

No health promises

No comparisons

Match claim to product

Show the food honestly

Disclose and stay in the cap

Want to see the first briefs?