Purity Coffee, creator engine

Ten creators, seven videos a week, one coffee

A first roster for Purity Coffee: creators who pull espresso, steep cold brew and rank the sampler, judged on cost 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

Five roasts, one table, one honest ranking

A creator tastes Flow, Ease, Protect, Balance and Calm from the sampler and says out loud which one they would reorder.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	Ten creators, two more each week	Live creators by week: 0, 2, 4, 6, 8, 10. The ramp takes six weeks.
Who	Home brewers who film coffee routines	Espresso pullers, cold brew batchers and sampler tasters, matched to the bag they use.
Production	Seven videos per creator per week	At ten creators that is 303 videos a month across five formats.
Pay	Three pay bands, each with a cap	Starter, Standard and Premium. At the top cap the monthly ceiling is $15,000, bonuses excluded.
Bonus	$50 flat past 100,000 views	One bonus per creator per month, organic views only.
Compliance	Claims sheet before every brief	Creators quote only lines copied from the Purity Coffee site. Anything else is asked first.
Rule for the category	Taste and routine, never health outcomes	Purity's own wording on testing is quoted whole, never turned into a promise.
Goal	$1 per 1,000 views	Target cost per 1,000 views. The base case lands at $5.74, and the simulator shows the gap.
Report	A report every Monday	Views, cost per 1,000 views, top hooks and a keep, retest or cut call per creator.
Decision	Sign off the claims sheet and first brief	That unlocks recruiting. Creators go live after it, two a week up to ten.

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 to 100M monthly social impressions, with the paid ad engine alongside it. This is the same playbook in a different category. I have not run food and beverage, so the claims sheet and the category rules come first and your team checks every line.

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 Purity Coffee, why now

62,000+
Reviews already on the shelf
Purity Coffee displays 4.9 on 62,000+ reviews. Creators add faces and kitchens to proof that already exists.
Published
$65
A free-shipping line to build around
Free shipping on US orders over $65. A $50.00 sampler is already most of the way there, which makes a natural creator cart.
Published
20%
Subscription is a second hook
Up to 20% off subscription coffee, with delivery every 4 weeks to every 12 weeks. Cold brew and espresso routines fit that rhythm.
Published
Affiliate
An affiliate page is already listed
The navigation lists an Affiliate Program next to Wholesale. I would ask your team how it works before building anything beside it.
Published

Part 4 of 15

How we work

One number to protect
Cost per 1,000 views, target $1. The base case lands at $5.74, and the simulator shows what has to change to close that gap.
One variable per test
Each batch changes the hook or the shot, never both. Losers are killed early and winners go into the hook library.
Seven videos a week, paid by band
Each creator posts seven videos a week. Pay is set by band with a cap, plus $50 flat for a video past 100,000 views.
Claims sheet before camera
Creators quote lines copied from Purity Coffee, nothing else. Questions go to the channel before the video, not after.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

RafaelaMon 8:30 AM
This week's brief: espresso at home. Hook is the 17-19 double shots line. Shoot one pull, one milk drink, one straight shot. One variable only: the first three seconds.
TomásTue 10:05 AM
Can I say the Founder's Roast helps with memory?
No. You can say $2 of every bag goes to the Women's Alzheimer's Movement at Cleveland Clinic. Nothing about outcomes.
Report botAppMon 9:00 AM
Weekly report posted: views, cost per 1,000 views against the $1 target, top hook per creator. Two creators flagged keep, one flagged retest.
RafaelaWed 11:15 AM
Draft back to Inês: the caption on the sampler video promises a health result. Cut it, keep the tasting of Flow, Ease, Protect, Balance and Calm.
Report botAppFri 4:40 PM
Tomás's espresso video passed 100,000 views, organic only. Flat $50 bonus queued for the month.
RafaelaThu 2:20 PM
Check-in for the cold brew brief: anyone unsure on the ratio, ask here. It is 75g of coarse grounds to 32 oz of cold water.
Clear. Fridge steep of 6–7 hours, pour in the morning.

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

Five formats

Brief 01
Espresso pull at home
“One 12 oz bag = about 17-19 double shots”
One overhead pull into a glass, then a milk drink. Show the crema in the first three seconds, then the bag.
Brief 02
Sampler tasting
“Not sure where to start? Start small.”
Table shot with the 4 oz bags in a row. Brew each roast, one sip per take, then rank them on camera.
Brief 03
Cold brew night
“Steep in the fridge for at least 6–7 hours”
Time-lapse of the French press: grounds and 32 oz of cold water in, fridge door, then the morning pour into a glass.
Brief 04
First order unboxing
“Sign up for emails to receive $5 off your first order.”
Selfie-style unboxing of a first order: open the Ease bag, smell it, brew one cup, say what you taste in one line.
Brief 05
Cart and free shipping
“Free shipping on US orders over $65”
Screen-record a cart, then cut to the Calm bag in hand. Show how a sampler plus one bag gets you to the shipping line.

Every product line in a video comes off the claims sheet word for word, for example “Tested for antioxidants (CGA)”, “USDA Organic Certified”, “Regeneratively farmed”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Home espresso creators
People already pulling shots on camera. The Purity Espresso launch gives them a reason to open a new bag.
Cold brew and French press channels
Creators who film slow-brew routines fit the 75g to 32 oz ratio and the 6–7 hour steep.
Customers who already review
The site carries 62,000+ reviews. I would ask your team whether reviewers who post about coffee can be invited.
Affiliate or ambassador page
The navigation lists an Affiliate Program. I have not seen its terms, so I would read them first and not build a parallel program.

Five filters, fewer each step

1Coffee on camera already
Their feed shows brewing, not only products. We want a routine, not a one-off unboxing.
2Reads a brief as written
Follows the claims sheet and the hook line. One variable per test, no freelancing.
3Seven videos a week is realistic
Can shoot and post seven short videos a week without cutting corners on audio or light.
4Clean claims history
No past posts promising health outcomes from food or drink. We check recent posts before any offer.
5Audience that can buy
Free shipping is for US orders over $65, so the audience has to be able to order.

Part 7 of 15

Who we want

Home espresso nerd
Weighs the shot, shows the crema, talks grind and milk.
Likely product: Whole Bean Espresso
Cold brew batch maker
Preps a French press every night and films the morning pour.
Likely product: Cold Brew Whole Bean Coffee
Sampler taster
Ranks five roasts on camera and makes the first pick easy for new buyers.
Likely product: Purity Coffee Sampler Bundles
Decaf evening drinker
Late-day coffee person who wants a decaf shown in a real routine.
Likely product: Aponte Inga Decaf Whole Bean Coffee
Gift builder
Opens a bundle for a coffee friend and explains what is inside.
Likely product: The Sacred Cups Bundle Coffee
Pour-over note taker
Treats a premium bag like a tasting, with origin and cup notes on screen.
Likely product: Gesha Coffee - Limited Release

Left off, every time

Always left out: creators who promise a health result from coffee, give medical advice, compare Purity Coffee to other brands by name, or whose audience is mainly children. The category rule applies to every video, paid or organic.

Part 8 of 15

First twenty types

Home espresso hobbyist who weighs every shot
Latte-art beginner filming daily practice
Cold brew batch prepper
French press morning-routine creator
Pour-over tasting-note reviewer
Decaf-curious evening coffee drinker
Sampler unboxing and ranking creator
Gift-guide creator who builds bundles
Remote-work desk setup creator
Commuter who films the morning tumbler routine
Office coffee station upgrader
Slow-morning routine creator
Home cafe aesthetic creator
Grocery-haul and pantry restock creator
Subscription-box reviewer
Organic pantry swap creator
Camping and trail coffee creator
Coffee shop regular turned home brewer
Breakfast cook who pairs coffee with recipes
Coffee-curious beginner documenting the first month of brewing

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Tested for antioxidants (CGA)”
Espresso video overlay or caption, read whole.
“USDA Organic Certified”
Bag close-ups in any format.
“Regeneratively farmed”
Origin talk in the unboxing and sampler formats.
“Rich crema”
Espresso pull video, on the shot itself.
“One 12 oz bag = about 17-19 double shots”
Espresso hook and cost-per-shot talk.
“Free shipping on US orders over $65”
Cart and first-order videos for US audiences.
“Up to 20% discount on subscription coffee”
Routine videos that end on the subscription.

Never said

Each one with the reason it stays out.

Never say coffee protects your memory
A health outcome. The donation line is allowed, outcome promises are not.
Never say a doctor recommends Purity Coffee
An endorsement claim. Creators do not speak for medical experts.
Never say Purity Coffee is better than another brand
A comparison with no source behind it.
Never say Purity Coffee is safe for everyone
A blanket safety promise. People with medical conditions ask their own doctor.
Never say how much antioxidant is in a cup
A lab figure. Only the tested-for line is approved.
Never say it will help you lose weight
A health outcome that is not on the sheet.
Never say Balance is fully decaf
A product fact the site contradicts: Balance is two thirds decaf.

To confirm with the brand

Held until someone on the brand side signs off.

Can creators quote the Affiliate Program terms
I have not seen them. Your team confirms before any video mentions them.
Does the Alzheimer's donation line apply beyond the limited release bags
It sits on specific bags. Scope and dates need your confirmation.
Can the $5 first-order offer and the 20% subscription line run together
The site lists both but not how they combine.

Part 10 of 15

Pay and bonus

Starter
$300–600
a month, by band
For creators new to coffee content who film one clean routine well.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
For creators with a steady coffee audience who already hit the weekly volume.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
For creators whose coffee videos travel and who can carry the espresso and sampler briefs.
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, however many videos pass 100,000 views.
The bonus is judged per video: the flat $50 goes to the video that crosses the line, not to the account.
Organic views only. Views bought with a paid boost never count.
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

Base case: 303 videos a month reach 1.8M views and cost $5.74 per 1,000 views against a $1.00 target. It closes only if 4.2% of videos go viral or the median video hits 21,711 views.

Program facts

Purity Coffee 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 brief
Sign off on the claims sheet, the approved lines and the first brief. No creator posts before it. Recruiting starts with the espresso and sampler personas.
Month 1
Two creators a week, up to ten
Live creators by week: 0, 2, 4, 6, 8, 10, over six weeks. First tests are espresso and sampler hooks, one variable each.
Month 2
Full roster, losers killed
Ten creators at seven videos a week each. Weak hooks and weak creators are cut early. Winning hooks enter the hook library.
Month 3
Cold brew and first-order tests
The cold brew and first-order formats get their own tests, and the best organic videos move toward paid with the creator's permission.
Day 90
Keep, change or stop
I read cost per 1,000 views against the $1 target and tell you which formats and creators earn another quarter. A miss is reported as a miss.
Ceiling
The monthly cap on pay
All ten creators at the top cap, bonuses excluded, comes to $15,000. That is the most the creator budget can reach in a month.

$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

Monday report

Every Monday: views and cost per 1,000 views against the $1 target, the top hook per creator, and a keep, retest or cut call. You never have to ask.

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	Espresso pull at home	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Sampler tasting	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Cold brew night	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	First order unboxing	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Cart and free shipping	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

Post organically
Every creator video runs organic first. Nothing is boosted before it has a view count to judge.
Pick the winners
Videos past 100,000 organic views, or clearly above the median, go on a shortlist.
Get permission
The creator agrees in writing to paid use. The claims are checked again before it runs.
Run it as an ad
The winner runs as a paid ad with one variable changed per test, and the original stays up.

From the video to the checkout

Cart videos point at free shipping on US orders over $65.
Sampler videos go to the Sampler Bundles page, built around 4 oz bags at $50.00.
Espresso videos go to Whole Bean Espresso at $30.00.
First-order videos mention the $5 off for email sign-ups.
Routine videos can end on subscription savings of up to 20%, with delivery every 4 weeks to every 12 weeks.

Part 15 of 15

Category rules

Food and drink with a health story

Purity Coffee talks about health in its own words. Creators repeat those words whole and add nothing.

Quote, never paraphrase
Approved lines are copied from the claims sheet. A creator who reworks a line into a promise loses the video and the bonus.
No health outcomes
Antioxidant testing is the brand's claim. A creator does not say what coffee does to a body, a condition or a diagnosis.
No medical advice
Creators never tell viewers to change medication, treatment or diet. Health questions go to a doctor.
Disclose the pay
Every paid or gifted video carries a clear disclosure in the first line of the caption and, spoken or on screen, in the video itself.
Cause lines stay literal
Say only that $2 of every bag goes to the Women’s Alzheimer’s Movement at Cleveland Clinic, on the bags that carry it. Never imply the clinic endorses the coffee.
No comparisons, no doctors
Creators do not use any doctor's name, photo or quote, and do not compare Purity Coffee to other brands.

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 shelf

A free-shipping line to build around

Subscription is a second hook

An affiliate page is already listed

One number to protect

One variable per test

Seven videos a week, paid by band

Claims sheet before camera

Espresso pull at home

Sampler tasting

Cold brew night

First order unboxing

Cart and free shipping

Four sources in

Five filters, fewer each step

Home espresso nerd

Cold brew batch maker

Sampler taster

Decaf evening drinker

Gift builder

Pour-over note taker

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Claims sheet and first brief

Two creators a week, up to ten

Full roster, losers killed

Cold brew and first-order tests

Keep, change or stop

The monthly cap on pay

From organic to paid

From the video to the checkout

Food and drink with a health story

Quote, never paraphrase

No health outcomes

No medical advice

Disclose the pay

Cause lines stay literal

No comparisons, no doctors

Want to see the first briefs?