Coal Headwear, creator engine
Ten creators, one number to protect
A first roster for Coal Headwear: beanies, caps and balaclavas shown by people who wear them, paid by band, held to one 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
Trying the Hauler Insulated Trucker Cap in the cold
Illustrative: a creator films the patchwork front and the foam lining, says what she feels in her own words, and links the cap page.
Illustrative postContents
Part 1 of 15
Summary
| Roster | Ten creators, two added a week | Live by week: 0, 2, 4, 6, 8, 10. Six weeks of ramp (Proposed). |
|---|---|---|
| Who | Beanie, cap and balaclava wearers | Six personas, from Hauler trucker caps to Ridge Hood Kids parents. Children never on camera. |
| Production | 7 videos per creator per week | 303 creator videos a month at ten creators (Proposed). |
| Pay | Fee $300 to $800, cap $600 to $1,500 | Starter, Standard and Premium bands. Ceiling $15,000 for ten creators at the top cap, bonuses excluded. |
| Bonus | $300, $500 or $700 at the cap | Plus $50 flat for a video past 100,000 views, one bonus per creator per month. |
| Compliance | Claims sheet copied from Coal's pages | Creators quote Coal's own words. Anything else goes to the lead before it is filmed. |
| Category rule | Warmth and fit in Coal's words only | No sun or weather outcomes beyond the product page, and no child as the creator. |
| Goal | $1 per 1,000 views | Proposed target. The simulator lands at $5.74 on today's guesses. |
| Report | Every Monday | Views per format, cost per 1,000 views, bonuses owed, drafts sent back. |
| Decision | Coal approves the first ten | Sign off the claims sheet and the three pay bands, then the ramp 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
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 alongside it. This is the same playbook in headwear: many creators, a hook library, one variable per test, losers killed early. I have not run this category, so the claims sheet and category rules come first.
- 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
268 reviews
A review count creators can point to
One Coal page shows 268 reviews. Reviewers are the first people to approach, because they already wear the product.
Published$49+
Free shipping gives videos a clean close
The site offers free shipping on orders of $49+ (US only). A creator can end a video on that line, once the lead confirms the threshold.
PublishedFW26
A new collection to film
Coal is showing SYSTEM RESET / FW26 and a Shop FW26 button. Cold-weather headwear is in front of buyers now.
Published
Part 4 of 15
Principles
One number to protect
Cost per 1,000 views, target $1 (Proposed). Today's simulator guess is $5.74, so the gap between the two is the work.
Ramp by two a week
Creators go live by week: 0, 2, 4, 6, 8, 10. Six weeks, so weak creators are cut before the roster is full.
Seven videos, one variable
Each creator posts 7 videos per week, 303 a month at ten creators. One variable per test: hook, first second or format.
Claims before creativity
Creators quote the claims sheet from Coal's product pages. Anything else is asked in #claims-check before it is filmed.
Part 4 of 15, continued
One channel for everything
#briefs
Briefs, drafts, reviews and the weekly numbers
MayaMon 8:30 AM
This week's brief: The Hauler Insulated Trucker Cap. Show the patchwork front and the foam lining. One variable per video. Seven videos, drafts in #drafts by Wednesday.
TheoTue 10:15 AM
Can I call the Bridger Fleece 5 Panel Cap waterproof? My hook leans on rain.
No. Use the page words: plush fleece, tough nylon taslan, moisture wicking sweatband. Rain stays out of the script.
Report botAppMon 9:00 AM
Last week's report is posted: views per format, cost per 1,000 views against the $1 target, bonuses owed. Hook library updated with the three best openings.
MayaWed 4:40 PM
Draft sent back: the Notch Textured Beanie video promises a fit for every head. Fit claims stay off. Re-record the opening and keep the cuff close-up.
Report botAppFri 11:20 AM
A Cadence Lightweight Tech 5-Panel Cap video passed 100,000 views. The $50 flat bonus is queued, one per creator per month.
MayaFri 2:00 PM
Check before we pay: organic views only, no paid boost, claims sheet clean, category rules followed?
Confirmed. Posted organically, no boost, and I quoted only the sheet. Next up: same hook on the Black variant.
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
Cadence first wear
“Lightweight tech cap, first wear. Here is what I notice.”
One handheld take outdoors. Cap on, then a close-up of the 5-panel crown, then the Bone, Blue and Black colors.
Brief 02
Parent's kids gear unboxing
“My kid's winter gear just showed up. Opening it now.”
Parent's hands only, product on a table. Show the Ridge Hood Kids by hanging it up. No child's face on camera.
Brief 03
Trucker season swap
“Trucker cap season does not have to end.”
Front-facing, one cut. Show the patchwork front, then the foam lining inside, then the snapback closure.
Brief 04
Notch texture close-up
“Every Notch beanie has its own texture. Look at mine.”
Macro shot of the drop needle texture and ribbed cuff, then a mirror wear shot. Change only the first line between takes.
Brief 05
Three beanies, one pick
“Three Coal beanies, one winner. Watch.”
Lay out the FLT, Uniform Brim and Mirage beanies. Try each, pick one, say why in your own words. No fit promises.
Every product line in a video comes off the claims sheet word for word, for example “Classic brimmed beanie, made with recycled yarns.”, “Don't give up your classic style just because it's cold out, stay warm in the Hauler Insulated.”, “The Crossover is a double layered, 100% organic cotton, thermal knit hat.”. Product names are said as printed.
Part 6 of 15
Recruiting
Four sources in
Customers who already review
Coal shows review counts on its pages, including 268 reviews on one page. Reviewers and Coal Crew fans are the first to approach.
Affiliate or ambassador page
I did not find an affiliate or ambassador page on the site, so intake would be built from scratch.
Outdoor and urban communities
Coal's own description names tastemakers, outdoor adventurers and urban actives. Recruit in those three groups first.
Parents of the kids line
The site sells The Ridge Hood Kids and The Bridger Kids Fleece 5 Panel. Recruit parents, with children never on camera.
Five filters, fewer each step
1Wears headwear on camera already
Beanies, caps or balaclavas appear in their existing videos without being asked.
2Hook in the first second
Their last videos open on a clear line or visual, not a slow intro.
3Daylight and clean audio
Headwear needs texture and color visible. Dark rooms and muffled sound are out.
4Reads the claims sheet back
In the trial brief they repeat what they may and may not say about the product.
5Organic posting habit
They post on a steady cadence without paid boosts or bought views.
Part 7 of 15
Who
Trucker-cap daily wearer
Wears a cap every day and wants a cold-weather version that keeps the look.
Likely product: The Hauler Insulated Trucker Cap
Everyday beanie wearer
Reaches for the same light beanie year-round and can say why.
Likely product: The FLT Recycled Polylana Knit Beanie
Trail and camp regular
Films from campsites and trailheads, cap on, in real daylight.
Likely product: The Mission Thermal Camp Cap
Parent of a cold-weather kid
Shows the product in parent's hands only, never the child's face.
Likely product: The Ridge Hood Kids
Fleece and gear tester
Reviews a cap's materials item by item, from sweatband to back adjuster.
Likely product: The Bridger Fleece 5 Panel Cap
Tech-fabric cap fan
Likes lightweight caps and compares colors on camera without making outcome claims.
Likely product: The Cadence Lightweight Tech 5-Panel Cap
Left off, every time
Anyone under age. Children as creators or on camera. Anyone who promises sun, weather or health outcomes the claims sheet does not carry. Anyone who pastes competitor comparisons. Accounts with bought views.
Part 8 of 15
First twenty
- Daily trucker-cap wearer who films commutes
- Winter commuter showing the beanie on a platform
- Camp-cooking creator with a cap in every shot
- Trail runner who films from the trailhead
- Skier or snowboarder filming lift lines
- Fisherman who already wears a fisherman beanie
- Parent who films gear arriving, hands only
- Dog walker who films early cold mornings
- Street-style creator who styles three beanies
- Thrift and vintage-cap collector
- Skateboarder with a cap in every clip
- Fleece and outdoor gear reviewer
- Cyclist who wears a balaclava on cold rides
- Photographer who shoots on cold mornings
- Surf-inspired creator who films cap styles
- Corduroy and retro-cap fan
- Gift-guide creator who films stocking stuffers
- Small-town local who films daily errands
- College student who films campus walks
- Home-renovation creator who works outdoors in cold
Part 9 of 15
Claims sheet
Approved, word for word
Quoted exactly as the brand publishes it.
“Our best-selling roomy trucker cap, now with a full foam lining for insulation.”
Hauler Insulated videos
“Classic brimmed beanie, made with recycled yarns.”
Uniform Brim Beanie videos
“a perfect lightweight beanie for year-round, everyday wear”
FLT beanie videos
“The Crossover is a double layered, 100% organic cotton, thermal knit hat.”
Crossover Waffle Knit Beanie videos
“Crafted from 100% acrylic, it delivers soft comfort with lasting durability.”
Mirage Beanie videos
“The Bridger pairs plush fleece with tough nylon taslan, with a moisture wicking sweatband at the inside”
Bridger Fleece 5 Panel Cap videos
“A timeless 6-panel built with a hemp-cotton blend for lightweight comfort and everyday ease.”
Evergreen Vintage 6-Panel Cap videos
Never said
Each one with the reason it stays out.
Waterproof, rain-proof, storm-proof
The product pages do not say this. Weather lines stay off scripts.
Blocks the sun and protects your skin
A sun-protection outcome is not in Coal's words. Say the product name only.
Made entirely from recycled yarn
The page says recycled yarns or a blend of recycled and virgin yarn, not all.
Fits every head
Fit claims live on the Fit & Size page, not in a creator's mouth.
Better than other brands' beanies
Comparisons cannot be backed by Coal's pages.
Fully sustainable
Coal speaks of eco-conscious design and recycled yarns, nothing wider.
To confirm with the brand
Held until someone on the brand side signs off.
Free shipping threshold
The site shows $49+ (US only), over $50 and over $75.00. The lead confirms which one applies.
Part 10 of 15
Pay
Starter
$300–600
a month, by band
For creators with a steady cadence but a small audience: lower fee, lower cap, room to move up.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
For creators whose beanie and cap videos already hold watch time: the middle fee and cap.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
For creators who reliably open strong on cold-weather product: the highest fee and cap.
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, paid at the cap, whatever the band.
- The $50 flat bonus is per video that passes 100,000 views, and counts toward the same one-per-month limit.
- Organic views only. Boosted or bought views never count.
- No bonus on a video that broke the claims sheet or the category rule.
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
Today's guess lands at $5.74 per 1,000 views against the $1 target. It needs 4.2% of videos going viral, or a median of 21,711 views. Move the sliders to see which is likelier.
Program facts
Coal Headwear 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
| 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 |
| 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
| 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
Two creators a week
Two creators join each week up to ten, over six weeks. Claims sheet, hook library and #briefs are set up before the first video.
Month one
Ten creators posting
All ten post 7 videos per week. First read on cost per 1,000 views against the $1 target. The weakest hooks are cut.
Month two
Bands reviewed
Starter creators with strong hooks move up a band. Weak ones leave. One variable per test continues.
Month three
Winners reach the pages
Winning hooks go to the Hauler Insulated and Cadence pages, using the exit steps and the paid-use rules.
Day ninety
Honest review
Is the median video near 21,711 views? If not, change the formats before changing the roster.
Ceiling
Monthly ceiling $15,000
All ten creators at the top cap, bonuses excluded. The simulator's base of $10,000 plus one $50 bonus 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: views per format, cost per 1,000 views against the $1 target, bonuses owed, drafts sent back and the best hook of the week.
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
| Creator | Band | Format | Posts | Median | Best | Cost / 1K | Bonus | Flags | Call |
|---|---|---|---|---|---|---|---|---|---|
| Creator A | Starter | Cadence first wear | 7 | 2.1K | 25K | $3.37 | $0 | None | Keep |
| Creator B | Standard | Parent's kids gear unboxing | 7 | 1.4K | 8.4K | $9.83 | $0 | Claim check | Replace |
| Creator C | Premium | Trucker season swap | 6 | 1.8K | 54K | $7.94 | $0 | None | Watch |
| Creator D | Starter | Notch texture close-up | 5 | 900 | 3.6K | $12.99 | $0 | Over cap? | Replace |
| Creator E | Standard | Three beanies, one pick | 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
Exit
From organic to paid
Organic first
Every video runs organic. Only the ones that earn their reach are considered for anything else.
Pick the winners
The lead and I mark videos that passed 100,000 views or that held watch time with a clean claims check.
Written usage rights
The creator agrees in writing before any video is used in paid. No silent reuse.
One variable test
A winner runs in paid with one variable changed at a time. Losers are killed early.
From the video to the checkout
- Cadence and tech-cap videos link to The Cadence Lightweight Tech 5-Panel Cap page.
- Hauler videos link to The Hauler Insulated Trucker Cap page.
- Free shipping is mentioned only with the threshold the lead confirms: $49+ (US only), $50 or $75.00.
- Gift-angle videos can point to the E-Gift Card at $25.00.
- Videos can point to the Top Rated Styles shelf, which Coal calls favorites of the Coal Crew.
Part 15 of 15
Category rules
Headwear rules
Headwear sells on fit, warmth and look. These six rules keep creators inside what Coal's own pages say.
Warmth in Coal's words
Say what the page says: foam lining for insulation, fleece, thermal knit. Do not promise warmth in any weather or compare it to other brands.
Fit stays with the guide
Coal has a Fit & Size page. Creators describe how it sits on them and send questions on sizing there. No promise that it fits every head.
Materials, exactly
Name materials only as the page does: recycled yarns, 100% acrylic, 100% organic cotton, hemp-cotton blend. Never swap or round them up.
Sun lines stay on the name
Some caps carry UPF in the product name. Say the name. Do not claim skin protection or any outcome the page does not state.
Kids gear: parents only
For The Ridge Hood Kids and the Bridger Kids Fleece 5 Panel, show parent's hands and the product. No child as creator or on camera.
Prices and eco words
Quote only the price on the page, with the dollar sign first. Say eco-conscious only as Coal does, never fully sustainable or all recycled.
The brand’s legal team sets the final rules. This is the operating floor I’d start from, not legal advice.