ThirdLove, creator engine

Ten creators, one claims sheet

A first roster of ten creators for ThirdLove, built around the 24/7® Classic T-Shirt Bra and ComfortStretch smoothing, with 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

Wore it under a white tee all day

A creator films the ComfortStretch Back Smoothing T-Shirt Bra under a fitted tee, then says what she noticed by evening. Illustrative example.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	10 creators live by week six	Two creators a week: 0, 2, 4, 6, 8, 10. Each starts only after the brief and the claims sheet.
Who	Real wearers across AA-H sizes	ThirdLove's range runs AA-H and every size in between. The roster should look like its customers.
Production	7 videos per creator per week	At 10 creators that is 303 creator videos a month, enough reps to read a winning hook.
Pay	Fee $300 to $800, cap $600 to $1,500	Three bands: Starter, Standard, Premium. A fee against a cap, paid for steady output.
Bonus	$50 flat past 100,000 views	One bonus per creator per month. At the cap, bonus is $300, $500 or $700 by band.
Compliance	Claims sheet in ThirdLove's own words	Creators quote lines copied from the site. Anything else goes to the lead before posting.
Category rule	Fit and comfort only, no body promises	Smoothing is a look under clothes. No health outcomes, no shaming of any size.
Goal	$1 per 1,000 views	The simulation lands at $5.74. It needs 4.2% of videos to go viral or a median of 21,711 views.
Report	One page, every Monday	Views by format, cost per 1,000 views against the $1 target, hooks that worked, losers killed.
Decision	Ceiling of $15,000 a month	You approve the roster, the ceiling and the formats. The ceiling assumes all 10 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 built the creator program and the paid engine beside it: brief, test, kill losers early, scale what holds. This is the same playbook pointed at bras and underwear. I have not run this category, so the claims sheet and the category rules come first, and your team corrects me.

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

62,472
Reviews already on the site
A review count of 62,472 shows on the site. Creators add faces and fit stories to proof that already exists.
Published
AA-H
A range built for many bodies
The home page promises elevated solutions for AA-H, and every size in between. A roster should show that range, not one body type.
Published
$75+
Free shipping gives a clean close
Hooked® members get free shipping on orders $75+. A creator can end a video on that line.
Published
$59.00
A bra marked down from $74.00
The 24/7® Classic T-Shirt Bra lists at $59.00, crossed from $74.00. ThirdLove confirms it is live before any creator mentions it.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views, target $1. The simulation lands at $5.74, so the first month is about finding hooks that close that gap, not about spending more.
One variable per test
Same bra, same claim, only the hook changes. Ten creators at 7 videos a week give enough reps to read a winner. Losers are killed early.
Claims come from ThirdLove's own words
Creators quote lines copied from the site: smoothing, half cup sizes, poke-free underwire. Everything else goes to the lead in #claims first.
Pay the work, bonus the breakout
A fee against a cap per band, plus $50 flat past 100,000 views. Steady output is paid for; a lucky hit is a small extra, one per creator per month.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

Marta (ThirdLove lead)Mon 8:30 AM
This week's brief: the 24/7® Classic T-Shirt Bra under a white tee. Hook one is the wear-all-day test. Keep the claim to "Invisible under everything from T-shirts to cocktail dresses." Drafts due Thursday.
Priya (creator)Mon 10:00 AM
Can I say the ComfortStretch bra helps with back pain? A follower asked.
No. Health outcomes are out. Use the sheet: "Bye bye bumps & bulges, hello sleek look under clothes."
Reports botAppMon 6:00 PM
Weekly report is ready: views by format, cost per 1,000 views against the $1 target, three hooks to repeat, two formats to kill.
Marta (ThirdLove lead)Wed 10:00 AM
Draft sent back. The hook is strong, but the opening line says the bra changes your body. Keep it to the look under clothes and the fit. Reshoot the first seconds.
Got it. Reshooting tonight and resending in #drafts.
Wins botAppThu 4:00 PM
A video passed 100,000 views on organic reach. Bonus of $50 flat is queued, one per creator per month. The hook is saved to the hook library.
Marta (ThirdLove lead)Fri 2:00 PM
Check before anyone posts: is $59.00 on the 24/7® Classic T-Shirt Bra still live on the product page? If not, that line comes out of every draft.
Dropping the price line from my draft until you confirm.

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
Wear-all-day test
“I wore this T-shirt bra from morning to night.”
Morning mirror shot, a mid-day desk shot and an evening shot, all under a fitted tee. One take each, natural light.
Brief 02
Plunge under a low neckline
“Trying the 24/7® Classic Uplift Plunge Bra on camera.”
Try-on at a mirror with a low-cut top. One close shot of the neckline, one wide shot. Say your size out loud.
Brief 03
Wireless without the wire
“Wireless bra week: here is what I noticed.”
Day-in-the-life clips: commute, desk, couch. End with a voiceover of one honest line about comfort.
Brief 04
Fuller cups fit check
“A fit check for fuller cups, no filters.”
Static camera, one take. Show the Perfect Coverage Bra from front and side, then talk through the fit.
Brief 05
Under a knit dress
“Second Skin Unlined Bra under a clingy knit. Watch.”
Daylight only: the bra on a hanger, then worn under a fitted knit. Close shot at the shoulder and the side.

Every product line in a video comes off the claims sheet word for word, for example “Bye bye bumps & bulges, hello sleek look under clothes.”, “The first bra ever made in half cup sizes.”, “Flexible, poke-free underwire”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Existing ThirdLove reviewers
The site shows a review count of 62,472. If ThirdLove agrees, invite reviewers who already wrote about fit to try a short video.
Hooked® members
Members earn 1 point per $1 spent. People already shopping there know the fit and can talk about it in plain words.
Open call by size
A public post asking for wearers across AA-H sizes. Every applicant passes the same five filters before any brief goes out.
Affiliate or ambassador page
No affiliate or ambassador page was found on the site. I would ask ThirdLove if one exists before building a parallel path.

Five filters, fewer each step

1Wears bras daily
Can describe fit and comfort in plain words, from real wear.
2Covers the size range
The roster spans AA-H and every size between; no single body type fills it.
3Clean claims record
Past videos make no health promises and no body-change claims.
4Hook sense
Shows three openings that stop a thumb in the first seconds, filmed on a phone.
5Steady output
Can deliver 7 videos a week while live. Reliability beats reach.

Part 7 of 15

Who

Office all-day wearer
Sits at a desk all day and wants one bra she forgets she has on.
Likely product: 24/7® Classic T-Shirt Bra
Smoothing under knits
Dresses in fitted knits and talks about the look under clothes.
Likely product: ComfortStretch Smoothing Full Coverage Bra
Wireless convert
Gave up wires at home and is curious how a wireless bra holds up.
Likely product: 24/7® Classic Wireless Bra
Fuller-cup fit talker
Speaks plainly about finding support and coverage in fuller cups.
Likely product: 24/7® Classic Perfect Coverage Bra
Sports-bra runner
Trains often and tests straps and fit in motion, on camera.
Likely product: Kinetic Adjustable Sports Bra
Lounge at home
Shows the reversible fleece set on a slow weekend, no bra talk needed.
Likely product: Cuddle Fleece Reversible Top

Left off, every time

Always left out: minors, anyone who promises a body change or a health result, creators who shame a body or a size, and anyone who will not use the claims sheet. Category rule: no nudity and no sexual framing in any video.

Part 8 of 15

First twenty

Desk worker who wears a bra ten hours a day
Fuller-cup wearer who reviews fit honestly
Small-cup wearer tired of padded styles
Mom back at work after a long break
Nurse or teacher on her feet all day
Runner who tests sports bras on long routes
Yoga teacher who films in leggings and a bralette
Style creator who shows outfits built on fitted knits
Plus-size fashion creator with a loyal comment section
Wedding guest who needs a bra under a cocktail dress
Traveler who packs light and rates comfort
College student on a tight budget
Woman in her fifties who talks fit without filters
Gym creator who shows strap and band in motion
Sleepwear and lounge creator with a cozy feed
Tall creator who talks about band and strap length
Petite creator who talks about fit on a smaller frame
Creator who films honest laundry and care videos
Reviewer who compares two ThirdLove bras side by side
Creator who already reviews underwear basics

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Bye bye bumps & bulges, hello sleek look under clothes.”
ComfortStretch smoothing videos, under fitted tops
“Adjustable straps convert to x-back or racerback (via J-hook)”
Strap demo on the Smoothing Full Coverage Bra
“4-way stretch fabric for a body-hugging fit”
Fit videos on the ComfortStretch line
“Flexible, poke-free underwire”
Try-on and wear-all-day videos
“The first bra ever made in half cup sizes.”
24/7® Classic T-Shirt Bra videos
“Invisible under everything from T-shirts to cocktail dresses.”
Wear-all-day test and under-a-knit-dress formats
“Find elevated solutions for AA-H, and every size in between.”
Intro of size-range and fit-check videos

Never said

Each one with the reason it stays out.

Never say it fixes back pain
A health outcome. ThirdLove's own words speak about look and fit only.
Never say it is the best bra on the market
A comparison the site does not make and cannot back.
Never say it slims or reshapes your body
A body-change promise. The site speaks of a look under clothes.
Never say the whole bra is made of recycled fabric
Recycled content is stated for one lace line, with a share, not for every product.
Never say every size fits perfectly
A fit promise. True to size appears on one bra only.
Never say wireless gives the same lift as underwire
A performance comparison with no support in ThirdLove's words.
Never say customers rate it five stars
A rating figure that was not collected; only review counts appear.

To confirm with the brand

Held until someone on the brand side signs off.

Free shipping on orders $75+
Tiers differ: one needs $75+, another has no minimum, U.S. addresses only. Confirm the wording for each market.
The 24/7® Classic T-Shirt Bra at $59.00, crossed from $74.00
A price seen once on the site. Confirm it is live before any creator mentions it.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
For newer creators with a small audience who can still deliver steady, honest fit videos.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
For creators with proven hooks who post on schedule and have passed the claims sheet.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
For creators whose videos reliably travel and who can carry a full fit-check series.
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, no matter how many videos pass 100,000 views.
The $50 flat bonus attaches to one video, not to the account or the month's total.
Organic views only: boosted or paid views do not count toward 100,000.
No bonus on a video that broke the claims sheet or the category rule, even if it took off.

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 a week, the simulation reaches 1.8M views at $5.74 per 1,000. To hit $1, 4.2% of videos must go viral or the median must reach 21,711 views.

Program facts

ThirdLove 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
Six weeks, two creators a week
Creators go live as 0, 2, 4, 6, 8, 10. Each gets the brief, the claims sheet and the category rules before the first post.
Month 1
Run all five formats once
Start with the 24/7® Classic T-Shirt Bra. One variable per test, losers killed early. First Monday report goes out.
Month 2
Back the cheapest formats
Put more videos behind the formats with the lowest cost per 1,000 views. Move steady creators up a band. The hook library gets its first entries.
Month 3
Test winners on the smoothing line
Take the best hooks to the ComfortStretch smoothing bras. With creator consent, start sending the best videos to paid.
Day ninety
Keep, cut or scale
The yardstick is the $1 target per 1,000 views against the $5.74 in the simulation. Decide on the data, not on a hunch.
Ceiling
$15,000 a month, bonuses excluded
That is all 10 creators at the top cap. Nothing goes above it without your approval.

$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

Reporting

Every Monday: views by creator and format, cost per 1,000 views against the $1 target, the hooks that worked and the losers killed.

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	Wear-all-day test	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Plunge under a low neckline	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Wireless without the wire	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Fuller cups fit check	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Under a knit dress	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

Organic first
Every video posts on the creator's own account and runs for a full week before anyone touches it.
Read the numbers
Videos past 100,000 views, or with the lowest cost per 1,000 views, go on a shortlist.
Ask for rights
The creator agrees in writing before ThirdLove runs the video as an ad.
Run the winner
ThirdLove runs the video as an ad, changing one variable at a time, starting with the hook.

From the video to the checkout

Link the 24/7® Classic T-Shirt Bra page when the video shows that bra; it lists at $74.00.
Close on the Hooked® line: join for free to earn rewards & free shipping on $75+.
Send fit questions to the Find My Fit button on ThirdLove's site.
Mention $59.00 on the T-Shirt Bra only after ThirdLove confirms it is live.
Link only pages ThirdLove lists itself; no retailer was found on the site.

Part 15 of 15

Category rules

Bras and intimates: what every creator follows

Intimates are personal. These six rules keep every video about fit and comfort, and keep the roster safe for ThirdLove.

Show the product, not the body
Film the bra worn under or over clothing. No nudity and no sexual framing; the focus is fit, fabric and comfort.
No body-change promises
Smoothing is a look under clothes. Never promise that anyone loses size or changes shape.
No health outcomes
No claims about posture, pain or skin. If ThirdLove's own words do not say it, the creator does not say it.
Every size is welcome
Never shame a size or a body. Say your own size and cup out loud when you review a fit.
Disclose the partnership
Mark every post as paid with the platform's tool in the first line. No bonus is paid on a video that skipped the label.
Adults only
Creators are adults, and no video features or targets minors. Underwear stays in an adult context.

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 range built for many bodies

Free shipping gives a clean close

A bra marked down from $74.00

One number to protect

One variable per test

Claims come from ThirdLove's own words

Pay the work, bonus the breakout

Wear-all-day test

Plunge under a low neckline

Wireless without the wire

Fuller cups fit check

Under a knit dress

Four sources in

Five filters, fewer each step

Office all-day wearer

Smoothing under knits

Wireless convert

Fuller-cup fit talker

Sports-bra runner

Lounge at home

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Six weeks, two creators a week

Run all five formats once

Back the cheapest formats

Test winners on the smoothing line

Keep, cut or scale

$15,000 a month, bonuses excluded

From organic to paid

From the video to the checkout

Bras and intimates: what every creator follows

Show the product, not the body

No body-change promises

No health outcomes

Every size is welcome

Disclose the partnership

Adults only

Want to see the first briefs?