Hard Yakka, creator engine

Hard Yakka on the job, filmed by tradies

10 creators, 7 videos each a week, built on the 24 priced products in your store, from insoles to the Sherpa Jacket.

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

Sherpa Jacket over a work shirt, first shift of the week

Illustrative post: the creator holds the Men's Sherpa Jacket to camera, shows $100.39 on screen and says in one sentence how it sits over a work shirt.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	10 creators, two added a week	Ramp of two creators a week up to 10 over six weeks. Weeks 0, 2, 4, 6, 8, 10 mark the live count.
Who	Tradies, builders and landscapers	People who wear boots and trousers on real jobs, matched to the 24 priced products in your store.
Production	7 videos per creator per week	303 creator videos a month at 10 creators, across five formats, one variable per test.
Pay	Fee plus cap, in three bands	Starter $300 fee and $600 cap, Standard $500 and $1,000, Premium $800 and $1,500.
Bonus	$50 flat past 100,000 views	One bonus per creator per month, organic views only. Extra bonus at the cap: $300, $500 or $700 by band.
Compliance	A claims sheet of literal store lines	Creators quote only approved lines. Anything else goes to your lead in the claims channel first.
Category rule	No safety-standard claims on boots	Boots are protective gear. Creators say what the store says about them and nothing about ratings.
Goal	$1 per 1,000 views	My target. The simulator starts at $5.74, so the gap is shown on the page, not hidden.
Report	Every Monday, creator by creator	Views, cost per 1,000 views against the $1 target, and the winning hook of the week.
Decision	Ceiling of $15,000 a month	All 10 creators at the top cap, bonuses excluded. You approve each creator and each band before pay starts.

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 same playbook: recruit creators, give them a sheet of what they may say, measure every video against one number, kill losers early. Hard Yakka is apparel and safety boots, a different category. I have not run this category, so the claims sheet and the first roster start narrow and widen only on results.

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

24
Products with a price in the store
Every one is something a creator can hold up on camera. Unisex Insoles start at $6.56, so there is an easy first product for a first video.
Published
70%
Up to this much off, on the home page
The home page carries an up to 70% off banner on selected items. A creator video can point at a price that is already marked down.
Published
$35.14
Men's Quilted Shacket, From against Original
The store shows From $35.14 next to Original: $100.39 for the Men's Quilted Shacket. That is a ready-made price-reveal format.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views, target $1. The simulator starts at $5.74, so every test is about closing that gap, not about chasing reach.
One variable per test
Same hook on two products, or two hooks on one product. Never both. With 7 videos per creator per week, results read fast.
Losers killed early
A hook that stalls after its first week of posts is dropped and replaced from the hook library. The roster grows by two creators a week up to 10.
Work in the open
One shared workspace for briefs, claims questions, drafts and reports. Reporting so you never have to ask.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

PriyaMon 8:30 AM
Brief for this week: Men's Raptor Active Cuffed Work Trousers, hook "Built Tough For Hard Work". One variable: the opening shot. Seven videos each.
JadeMon 10:15 AM
Can I say the Women's 3056 Safety Boots are waterproof in my voiceover?
No. The sheet has no such line. Say what the store says: "Built Tough For Hard Work".
Report botAppTue 4:00 PM
Weekly report is up: views per creator, cost per 1,000 views against the $1 target and the winning hook of the week.
PriyaWed 11:00 AM
Draft back to you, Sam: the price flashes and cuts. Hold "From $35.14" on screen long enough to read, then show "Original: $100.39".
Reshooting tonight.
Report botAppThu 6:45 PM
Jade's trousers video passed 100,000 views, organic only. The $50 flat bonus is queued for this month.
PriyaFri 9:00 AM
Check-in: any video that mentions a safety standard comes to me before it posts. Reply here if you are unsure.
Got it. Holding the boots video 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
Boot test on a real site
“Best Boots for Building & Construction”
On a real site: lace up, walk the job, close on the toe and sole. Voiceover reads only the sheet lines.
Brief 02
Weekend DIY pair
“Best Boots for DIY”
Garage or garden, one task start to finish, boots in frame throughout. Say the hook once, early.
Brief 03
Shacket price reveal
“From $35.14 Original: $100.39”
Layer the Men's Quilted Shacket over a work shirt, hold the price on screen, then show it moving on a job.
Brief 04
Trousers, whole shift
“Built Tough For Hard Work”
Men's Raptor Active Cuffed Work Trousers from first light to knock-off: kneel, climb, carry. Cut every few hours.
Brief 05
Insole add-on
“From $6.56”
Drop the Unisex Insoles into a boot on camera, show the price, put the boot back on. Keep it short.

Every product line in a video comes off the claims sheet word for word, for example “Built Tough For Hard Work”, “Gear Up With Authentic Australian Workwear”, “Free Shipping (Orders over $150)”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Working tradies on short video
Builders, landscapers and carpenters who already film their own jobs. Your store sorts boots by building, DIY, agriculture, general trades and warehouse, so I search each.
People already tagging workwear
Accounts that show their own boots or jackets in posts. I read the comments first and pick the ones whose audience is also on a job.
Trade communities and apprentices
Trade-school channels, apprentice groups and local trade forums, where a first-year on-site pair of boots is a real topic.
Affiliate or ambassador page
An affiliate or ambassador page was not found on the site, so recruiting starts with direct outreach and no existing program.

Five filters, fewer each step

1On the job for real
Works a trade or builds on weekends. Footage comes from real work.
2Reads the sheet
Quotes only approved lines and asks in the claims channel when unsure.
3Clean audio, steady shot
Voice is clear on site and the product stays in frame.
4Fits a product
Size and role match a store product, such as the Women's 3056 Safety Boots.
5No rival workwear deal
No active deal with a competing workwear or boot label.

Part 7 of 15

Who we want

Site carpenter
Films full days on site and talks about gear while working.
Likely product: Men's 3056 Safety Boots
Landscaper
Outdoors most days, warm-weather and long-day content.
Likely product: Men's Raptor Active Cargo Shorts
Weekend DIYer
Finishes real projects at home and shows the process.
Likely product: Unisex Atomic Hybrid Safety Boots
Woman in trades
Wears boots and trousers daily and speaks to women in the trade.
Likely product: Women's 3056 Safety Boots
Budget-minded apprentice
First year on site, makes small buys and explains the choice.
Likely product: Unisex Insoles
Foreman, layered up
Runs a crew and shows what he wears over a work shirt.
Likely product: Men's Quilted Shacket

Left off, every time

Always left out: anyone who wants to state a safety standard or protection level, creators who film unsafe site practice, and anyone tied to a rival workwear brand. Boots are protective gear, so no creator promises what they protect against.

Part 8 of 15

First twenty

Site carpenters who film their own work
Landscapers working outdoors most days
Plumbers and electricians on domestic jobs
Women in trades wearing boots and trousers daily
Apprentices in their first year on site
Weekend DIYers who finish real projects
Warehouse and logistics workers
Farm and agriculture workers
Bricklayers and groundworkers
Roofers who film only from safe positions
Site foremen who run a crew
Self-employed tradies with their own van
Handymen who post before-and-after jobs
Creators who review workwear and boots honestly
Mechanics and workshop workers
Joiners and furniture makers
Fencing and landscaping contractors
Trade educators who teach apprentices
Gardeners who film long outdoor days
Tradies based in the UK, matching the UK shop

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Built Tough For Hard Work”
Opening line or on-screen text in any format.
“Durable workwear and safety boots engineered for the legendary grit of UK tradies and builders.”
Voiceover on boot and trousers videos.
“Gear Up With Authentic Australian Workwear”
Intro to a haul or a full outfit video.
“Built for the toughest jobs, our legendary apparel combines durability with modern comfort and style.”
Caption or closing line on clothing videos.
“Free Shipping (Orders over $150)”
Call to action on jacket and boot videos.
“Yes, our footwear is built to last and comes with a 6-month manufacturer's warranty against defects in materials and workmanship.”
Boot videos, read as the store's own wording.

Never said

Each one with the reason it stays out.

Never say the boots meet a named safety standard
A certification claim the store does not make.
Never say the boots are waterproof
A product performance claim that is not on the sheet.
Never say the jacket keeps you warm in any weather
A performance promise with no support on the store.
Never say Hard Yakka is cheaper than another brand
A comparison claim with no source.
Never say the sale prices last all year
A price promise the page does not make.
Never say the warranty covers every kind of damage
The store's own warranty text sets limits, so this contradicts it.
Never say worn garments can be returned
The returns policy contradicts it.

To confirm with the brand

Held until someone on the brand side signs off.

Whether the UK shop ships to each creator's country
Delivery scope is not stated in what was read; confirm before any video mentions it.
Which sale items are still marked down on the day of posting
Prices on the page can change; the lead confirms before a price reveal goes live.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: new to branded posts, filming a few formats to prove the hook works.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: steady posters who hit the weekly volume and follow the claims sheet.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: proven creators whose hooks already travel, on the Sherpa Jacket and boots.
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 for a video past 100,000 views.
Per video: the bonus attaches to the single video that crossed the line, not to the creator's total.
Organic views only: paid views from reposting or boosting never count toward the bonus.
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 the simulator lands on $5.74 per 1,000 views against the $1 target. To close it, 4.2% of videos go viral or the median video reaches 21,711 views.

Program facts

Hard Yakka 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
Sheet, hook library, first two creators
Send the claims sheet and the hook library, and sign the first two creators. Nothing is posted until the lead approves the first drafts.
Month 1
Ramp to 10
Two creators a week join until 10 are live. Each posts 7 videos a week, one variable per test, losers killed early.
Month 2
Full roster, 303 videos
303 creator videos a month at 10 creators. Winning hooks go to every creator, and weak pairings of hook and product are dropped.
Month 3
Winners move to paid
The best organic videos follow the four paid steps. Premium creators take the Sherpa Jacket and boot briefs.
Day 90
Review against $1
Cost per 1,000 views against the $1 target, creator by creator. Who stays, who moves a band, which formats continue.
Monthly ceiling
$15,000, bonuses excluded
All 10 creators at the top cap. This is the most the program can cost before bonuses, and you approve every band.

$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: views per creator, cost per 1,000 views against the $1 target, and which hook won. Reporting so 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	Boot test on a real site	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Weekend DIY pair	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Shacket price reveal	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Trousers, whole shift	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Insole add-on	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
Choose the organic video with the best views and the cleanest claims. One video per product, not the whole roster.
Get usage rights
Agree in writing with the creator that the video can run as an ad, before any budget moves.
Cut variants
Change one thing at a time: the opening shot, or the on-screen price. Keep the creator's voice.
Test in paid
Run the variants against each other with one variable, and keep only what beats the $1 target on cost per 1,000 views.

From the video to the checkout

Shacket videos go to the product page, where the price reads From $35.14 against Original: $100.39.
Boot videos go to the footwear collection, so the viewer picks their own pair.
Insole videos point to the basket as an add-on, since orders over $150 ship free.
Standard shipping is described as 3-7 business days, and videos say it only that way.
Returns are accepted within 30 days with tags attached, and videos never promise more.

Part 15 of 15

Category rules

Apparel and safety boots

Boots here are protective gear and jackets are sold on price. Creators sell what the store says, at the price the store shows, and nothing more.

Safety claims
Creators never name a safety standard or a protection level. They say only what the store says and send questions to the lead.
Warranty wording
Footwear carries a 6-month manufacturer's warranty against defects. Quote the store's line and never stretch it to wear, misuse or anything else.
Returns
Returns are accepted within 30 days with tags attached. Worn or washed garments are not accepted, and creators never suggest otherwise.
Prices
Show prices the way the store does, such as From $35.14 and Original: $100.39. No price promise beyond the page and no invented discounts.
Disclosure
Every post carries a clear paid-partnership label and the creator's own words. No fake testimonials, and no reading a stranger's review as their own.
Safe filming
Creators film only safe practice. No unsafe work, no missing protective gear on camera, and nothing that makes a job look riskier than it is.

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

Products with a price in the store

Up to this much off, on the home page

Men's Quilted Shacket, From against Original

One number to protect

One variable per test

Losers killed early

Work in the open

Boot test on a real site

Weekend DIY pair

Shacket price reveal

Trousers, whole shift

Insole add-on

Four sources in

Five filters, fewer each step

Site carpenter

Landscaper

Weekend DIYer

Woman in trades

Budget-minded apprentice

Foreman, layered up

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Sheet, hook library, first two creators

Ramp to 10

Full roster, 303 videos

Winners move to paid

Review against $1

$15,000, bonuses excluded

From organic to paid

From the video to the checkout

Apparel and safety boots

Safety claims

Warranty wording

Returns

Prices

Disclosure

Safe filming

Want to see the first briefs?