WMP Eyewear, creator engine

Ten creators, one number to protect

A first roster for WMP Eyewear: ten creators live over six weeks, seven videos each every week, built around two pairs and a free zipper case.

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

Two pairs, one free case

Illustrative creator post: she tries two frames on camera, then closes on the free zipper case that comes with two pairs.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	Ten creators live by week six	Creators live by week: 0, 2, 4, 6, 8, 10. A ramp of two creators a week over six weeks.
Who	Six personas, each tied to a WMP frame	Everyday wearers, golfers, Rx wearers, retro style, gift buyers and gear people.
Production	7 videos per creator per week	303 creator videos a month at 10 creators, all shot to the hook library.
Pay	Three bands, caps from $600 to $1,500	Starter $300 up to $600, Standard $500 up to $1,000, Premium $800 up to $1,500.
Bonus	$50 flat past 100,000 views	One bonus per creator per month. At the cap: $300 Starter, $500 Standard, $700 Premium.
Compliance	A claims sheet before any camera rolls	Creators quote only the lines on the sheet. A video that breaks it is pulled and earns no bonus.
Category rule	No promises about eyesight or eye health	Eyewear rule: style, fit, price and the offers as written. Never what a lens does for your sight.
Goal	$1 per 1,000 views	That is my target. The simulator projects $5.74 today, so the gap is the work.
Report	Every Monday, one page	Videos live, views, cost per 1,000 views against $1.00, and the best hook of the week.
Decision	Your lead signs off on the claims sheet	I also need the free shipping threshold confirmed before any creator says it on camera.

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

History

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 and the paid ad engine next to it. Here it is the same playbook in eyewear: a hook library, one variable per test, losers killed early. I have not run this category, so the eyewear rules below are the part I most want your team to check.

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

30,000+
Reviews already on the site
The site shows a rating line with 30,000+ reviews. Creators start from proof that wearers exist, not from zero.
Published
$75
A clear shipping line to say on camera
Free standard shipping on U.S. orders over $75. It is short, easy to say in one take, and needs your confirmation first.
Published
2 pairs
The offer that makes a video
Buy 2 Pairs, Get Free Shipping + Case. Two frames on screen is a format by itself, and I build the first one around it.
Published
15%
A commission line in the crawl
The crawl picked up a line about 15% commission on every order. Whether it is a live program is a question for your team.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views, with a $1.00 target. The simulator projects $5.74 on my inputs, so the gap between the two is what the next weeks are for.
One variable per test
A creator changes the hook or the frame, never both. Ten creators at seven videos a week give 303 videos a month to read.
Losers killed early
A format that stalls in its first runs leaves the briefs. The hook library keeps what works, starting with the two-pair offer.
Claims sheet before camera
Every creator gets the sheet first. Pay stays inside the band, from a $600 Starter cap to a $1,500 Premium cap, and a broken claim voids the bonus.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

NoraMon 8:30 AM
New brief for this week: the two-pair offer. Show two frames side by side, mention the free zipper case, one hook per video. Weston Polarized and Caddie Polarized are the frames.
JulesTue 10:12 AM
I wear Rx. Can I say these lenses help my eyes?
No. Stick to the claims sheet: Anti-scratch, UV blocking and anti reflective coating is the line for Ultra-Thin lenses. Style, fit and price are yours.
Report botAppMon 9:00 AM
Weekly report posted: videos live, views, cost per 1,000 views against the $1.00 target, and the best hook by creator.
NoraWed 2:15 PM
Draft sent back: the line about better eyesight has to go. Keep the retro oval frame and the $49.00 price, then resend.
JulesFri 4:40 PM
The Caddie fit check just passed 100,000 views, all organic.
Logged for the $50 flat bonus, one per creator per month. It goes to the paid test queue next.
Check botAppThu 11:00 AM
Pre-post check: link goes to Shop Women, the shipping line matches the claims sheet, the paid partnership label is on. Ready to post.

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
Two pairs, one box
“Two pairs, free shipping, free case. Let me show you.”
Hold two frames to camera, try each on, close on the free zipper case. One take, natural light.
Brief 02
Polarized try-on
“Weston Polarized is $55.00. Here it is on my face.”
Phone front camera, outdoors. Show the brown tortoise frame from front and side, then the price on screen.
Brief 03
Fairway day
“The Collector's Fairway Kit: two pairs, $99.00.”
Film on the course, bag on shoulder. Two pairs on the cart seat, then each one on, first tee to last putt.
Brief 04
Caddie fit check
“Caddie Polarized, $65.00. Agave green.”
Fit check on the way out the door. Show the agave green frame in daylight, say the price once at the end.
Brief 05
Prescription, built in
“Esme RX is $49.00, prescription built right in.”
Talking head, glasses on. Show the retro oval shape, then the Rx option on screen. No claims about eyesight.

Every product line in a video comes off the claims sheet word for word, for example “Buy 2 Pairs, Get Free Shipping + Case”, “45 Day Returns”, “Anti-scratch, UV blocking and anti reflective coating.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Current WMP wearers
Customers who already post about WMP frames. The site shows 30,000+ reviews, so there are wearers to find and ask.
Golf and course content
Golfers who film rounds. The Collector's Fairway Kit and the Caddie frames give them a reason to try WMP on camera.
Glasses and Rx creators
Creators who talk about wearing glasses every day. WMP sells Prescription Sunglasses and has a Lens Guide to point to.
Affiliate or ambassador page
I did not find an affiliate or ambassador page on the site. The crawl did pick up a 15% commission line, so I would ask your team whether a program exists.

Five filters, fewer each step

1Glasses already in frame
Sunglasses or Rx glasses appear in earlier videos and look natural there.
2A hook in the first line
Past videos open with one clear sentence. Weak openings make weak tests.
3Clean claims record
No history of health or result promises in past sponsored posts.
4Buyers in the comments
Comments ask where to buy and what it costs, not only for the next video.
5Can film seven a week
Able to film seven videos every week for the whole month.

Part 7 of 15

Who

Everyday sunglasses wearer
Wears sunglasses daily and shows the grab-and-go routine, one frame, one price.
Likely product: Weston | Polarized
Golfer
Films rounds and talks about what sits on the face from the first tee to the final putt.
Likely product: Collector's Fairway Kit
Prescription wearer
Wears glasses all day and wants sunglasses that carry the prescription.
Likely product: Anders | RX
Retro style creator
Builds outfits around 90's looks; the retro oval frame fits the story.
Likely product: Esme
Gift guide maker
Makes gift lists and can show the box on camera.
Likely product: Bundle Gift Box
Gear and bag creator
Shows what is in the bag, and the free zipper case is part of it.
Likely product: Performance Zipper Case

Left off, every time

Always left out: anyone who would promise better eyesight or eye health from a lens, creators who rank WMP against other brands by name, accounts with bought followers, and anyone who will not use the claims sheet.

Part 8 of 15

First twenty

Daily sunglasses wearer who films outfit checks
Golfer who films full rounds on the course
Prescription wearer who talks about glasses all day
Retro fashion creator with 90's looks
Gift guide maker for holidays and birthdays
Travel creator who packs light and shows the bag
Commuter who films a morning routine with sunglasses
Reader-glasses wearer who films honest try-ons
Dad creator who shows weekend gear
Mom creator who films school-run routines outdoors
Outdoor walker who films trail and park days
Beach day creator who films packing lists
Thrift and budget creator who loves a clear price
Unboxing creator with a calm, close-up style
Two-pair shopper who shows the pairs side by side
Cyclist or runner who films sun on the route
Fall layers fashion creator with warm brown tones
Creator who reviews cases, kits and small accessories
Couple creator who tries frames on each other
Creator who films frame quiz results with viewers

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Anti-scratch, UV blocking and anti reflective coating.”
Any video about Ultra-Thin lenses
“Thinner and lighter for high power Rx's.”
Rx wearer videos about Ultra-Thin lenses
“Buy 2 Pairs, Get Free Shipping + Case”
Two pairs, one box format
“45 Day Returns”
Any video that ends on the shop link
“Sign up for our email and get 20% off”
Caption and link in bio
“We respond within 24 hours.”
Questions in comments about orders
“WMP Eyewear is a family owned and operated company providing fashionable and affordable glasses for men and women.”
Intro lines for a creator's first video

Never said

Each one with the reason it stays out.

These lenses improve your eyesight or eye health
Only the brand's own wording is allowed, and it makes no such promise.
Free shipping on every order
The site ties free standard shipping to U.S. orders over $75.
The best sunglasses on the market
A comparison the site does not make, and a creator cannot prove.
Every WMP frame is polarized
The site lists Polarized as its own option beside Non-Polarized.
Every review is five stars
The site shows product ratings from 3.0 to 5.0 out of 5.0.
Ships the same day
The site talks about processing time before shipping; creators promise no speed.

To confirm with the brand

Held until someone on the brand side signs off.

50,000+ 5-Star Reviews versus 30,000+ reviews
The site shows two different review counts. One must be chosen before creators quote it.
Free shipping over $75 versus over $85
Both thresholds appear in the crawl. Creators say neither until your team picks one.
Score 15% commission on every order
I could not confirm a live affiliate program, so creators are not offered it.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
New to brand work: steady posting, clean record, a clear hook, no need for big reach.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Proven hooks and a record of holding seven videos every week.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Already moves viewers to a shop link and carries the hook library for others.
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 video past 100,000 views earns $50 flat.
The bonus is per video: only the single video that passes 100,000 views counts.
Organic views only. Views bought with paid spend do not count toward the 100,000.
No bonus on a video that broke the claims sheet or the category rule, even past 100,000 views.

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

The simulator projects 1.8M views from 303 videos, so cost per 1,000 views lands at $5.74 against the $1.00 target. Either 4.2% of videos go viral or the median video reaches 21,711 views.

Program facts

WMP Eyewear 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

Week 1
Warm-up
Claims sheet, hook library and briefs ready. Creators live by week: 0, 2, 4, 6, 8, 10. Two creators a week up to ten, over six weeks.
Month 1
First tests
The ramp reaches ten creators. The two-pair offer and Weston Polarized go first. One variable per test, losers killed early.
Month 2
Scale the winners
Keep the formats that pull cost per 1,000 views toward the $1.00 target. Standard and Premium bands open to proven creators.
Month 3
First paid test
The best organic videos run as paid tests against their own organic versions. Offer lines stay inside the claims sheet.
Day 90
Read-out
One page: cost per 1,000 views against $1.00, what 303 videos a month taught us, and whether to hold, cut or grow the roster.
Ceiling
Monthly cap on base pay
With all ten creators at the top cap, base pay tops out at $15,000, bonuses excluded. The simulator's base case is $10,050.

$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: videos live, views, cost per 1,000 views against the $1.00 target, and the best hook of the week. One page, no dashboard to open.

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	Two pairs, one box	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Polarized try-on	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Fairway day	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Caddie fit check	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Prescription, built in	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
Each week I flag the videos that pass 100,000 views organically.
Clear
Claims sheet and eyewear rules are checked, and the creator confirms paid use in writing.
Test
The video runs as a paid test beside its organic version, with one variable changed.
Scale or kill
If cost per 1,000 views beats the $1.00 target, it scales. If not, it is killed early.

From the video to the checkout

Videos aimed at women send traffic to Shop Women, men's videos to Shop Men.
Two-pair videos end on the Bundle Builder, where Buy 2 Pairs gets free shipping and a case.
Golf videos point to Pro Kits & Gifts.
Rx videos point to the Lens Guide, so no creator advises on lenses.
The free shipping line is said only after your team confirms the threshold.

Part 15 of 15

Eyewear rules

Eyewear rules for creators

WMP sells sunglasses, prescription sunglasses and lenses. Creators talk about style, fit, price and the offers as written. They never talk about eyesight outcomes.

No vision or eye health promises
Lenses are described only with the claims sheet lines, such as anti-scratch, UV blocking and anti reflective coating on Ultra-Thin lenses. Nothing about better sight.
The prescription is the customer's
Do not say what a prescription should be or advise viewers on lenses. Point to the Lens Guide and to the brand's customer line.
Offers exactly as written
Free shipping is for U.S. orders over $75. Say it that way, or leave it out until your team confirms the threshold.
No named comparisons
Do not rank WMP against other brands or call it the best. Talk about the frame in your hand and its price.
Show the real fit
Wear the frame on your own face. No filters that change lens color or frame shape.
Disclose the partnership
Every post carries the platform's paid partnership label and the word partner or ad in the caption.

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 site

A clear shipping line to say on camera

The offer that makes a video

A commission line in the crawl

One number to protect

One variable per test

Losers killed early

Claims sheet before camera

Two pairs, one box

Polarized try-on

Fairway day

Caddie fit check

Prescription, built in

Four sources in

Five filters, fewer each step

Everyday sunglasses wearer

Golfer

Prescription wearer

Retro style creator

Gift guide maker

Gear and bag creator

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Warm-up

First tests

Scale the winners

First paid test

Read-out

Monthly cap on base pay

From organic to paid

From the video to the checkout

Eyewear rules for creators

No vision or eye health promises

The prescription is the customer's

Offers exactly as written

No named comparisons

Show the real fit

Disclose the partnership

Want to see the first briefs?