Lyka, creator engine

Ten creators, one bowl, one number to protect

A first roster for Lyka: real dogs eating real meals on camera, seven videos per creator per week, against one target of $1 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

Gone in seconds

Illustrative: the creator films the bowl going down, then reads Lyka's line that the first delivery is just a taste test.

Illustrative post

Part 1 of 14

Summary

Creator engine summary
Roster	10 creators, two added a week	Ramp of six weeks from zero creators to 10, two more going live each time. Proposed.
Who	Dog owners with a real dog on camera	Pet parents who film at feeding time. The dog in the video lives with the creator and eats the food.
Production	7 videos per creator per week	303 videos a month at 10 creators, shot at home with a Lyka bowl and a phone.
Pay	Fee plus cap, up to a $1,500 cap	Starter $300 fee, $600 cap. Standard $500 fee, $1,000 cap. Premium $800 fee, $1,500 cap.
Bonus	$50 flat past 100,000 views	One bonus per creator per month, organic views only. Proposed.
Compliance	Claims sheet of Lyka's own lines	Creators quote the approved lines word for word. Anything else goes to Lyka's lead first.
Category rule	No health-outcome promises	Health wording stays Lyka's own, said as Lyka's wording, never as a result every dog will get.
Goal	$1 per 1,000 views	Proposed target. The simulator starts at $5.74, so the gap is stated up front.
Report	Every Monday, in the shared channel	Views, cost per 1,000 views against the $1 target, and what we learned, by creator and format.
Decision	Lyka signs the claims sheet and roster	Two sign-offs before anyone posts: the claims sheet, then the first creators.

Part 1 of 14, 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 14

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.

As Former COO of Tabs, I built the creator program and the paid ad engine alongside it. This is the same playbook pointed at fresh dog food. I have not run this category, so the claims sheet and the category rules come before the first brief.

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 14

Why now

1,431
Other dogs like Lilac
Lyka's site tells dog stories with a count of other dogs like each one, from 448 to 1,431. Creator videos extend that format: one real dog, one real bowl.
Published
30%
Off the first two boxes
Subscribe now for 30% off your first two boxes. A clear offer gives a creator a single line to land on at the end of a video.
Published
96%
Owner survey figure
Lyka reports that 96% of owners see their dog's health improve on a real food diet, from a sample of 131 customers. It stays on the confirm list until Lyka approves the wording.
Published

Part 4 of 14

Principles

One variable per test
Each batch changes the hook or the bowl, never both. Ten creators at seven videos a week give 303 videos a month to read.
One number to protect
Cost per 1,000 views, target $1. The simulator starts at $5.74, so the work is finding what moves it, not pretending it is already there.
Losers killed early
A hook that stalls is dropped after the first week of data. The hook library keeps only what held attention across creators.
One shared channel
Briefs, claim questions, drafts and reports live in one workspace with Lyka's lead. Nothing important sits in a private message.

Part 4 of 14, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MarnieMon 8:30 AM
This week's brief: Gone in seconds, filmed at bowl level. One dog, one meal, and no lines beyond the claims sheet.
TessTue 10:15 AM
Can I say my dog's coat looks better since the switch?
Not as a promise. Say what you saw once, and quote only the sheet: Gently cooked to protect nutrients, so dogs get the benefits.
Report botAppMon 9:00 AM
Weekly report posted: views by creator, cost per 1,000 views against the $1 target, hooks ranked, losers flagged.
MarnieWed 2:40 PM
Draft back, Tess: the opener promises a health result. Reshoot the first line with They taste the difference. You see it.
Report botAppFri 4:05 PM
Tess's Starter Box (small dog) video passed 100,000 views organically. The $50 flat bonus is logged, one per creator per month.
MarnieThu 11:00 AM
Check-in: did every live creator post seven this week? Two are short, so I'm pinging them before Friday.

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 14

Formats

Brief 01
Bowl-down timer
“Gone in seconds”
Overhead shot of the bowl going down, no cuts, the dog's face in the last frame. Say the line once, then let the bowl talk.
Brief 02
Feeding day, one take
“Feeding your dog should be easy”
Film the whole routine in one take: open the box, portion the meal, serve it. Say the line over the first scoop.
Brief 03
First box taste test
“Your first delivery is just a taste test. Try, then decide.”
Unbox on camera, let the dog sniff first, then serve. Show your honest reaction, good or bad.
Brief 04
Same dog, same bowl
“They taste the difference. You see it.”
Split screen: kibble day, then Lyka day, same dog, same bowl. Claims stay limited to what is visible.
Brief 05
Plan screen swap
“Swap proteins, pause, skip, or cancel at any time.”
Show the plan on the phone, swap one protein live, then serve the new bowl to the dog.

Every product line in a video comes off the claims sheet word for word, for example “Gently cooked to protect nutrients, so dogs get the benefits.”, “Meals are portioned out and delivered to your door.”, “Your first delivery is just a taste test. Try, then decide.”. Product names are said as printed.

Part 6 of 14

Recruiting

Four sources in

Dog routine creators
Pet parents who already post daily dog routines. They film at feeding time anyway, so a Lyka bowl fits into content they make.
Dogs already on the site
Lyka's site features dogs like Mia and Lilac. Ask Lyka's lead to introduce owners who would like to be on camera.
Small-dog owners
The Starter Box (small dog) is the one product with a public price on the site, so small-dog owners go first.
Affiliate or ambassador page
No affiliate or ambassador page was found on the site, so recruiting starts with direct outreach and a simple application.

Five filters, fewer each step

1Real dog on camera
The dog in the video lives with the creator and eats the food.
2Claims sheet quiz
Passes a short quiz on the claims sheet before the first brief.
3Steady cadence
Can post seven videos a week through the ramp, not one big burst.
4Honest reactions
Shows the good and the bad. No scripted miracle stories.
5Category fit
Posts about dogs. No vet persona and no cross-category giveaways.

Part 7 of 14

Who we want

First-time puppy parent
Small-dog puppy at home, learning feeding routines and wanting an easy plan to film.
Likely product: Starter Box (small dog)
Small-dog owner
Lives with a small dog and films the daily bowl.
Likely product: Starter Box (small dog)
Food-obsessed dog owner
A dog that goes wild at mealtime makes a great reaction video from a first small box.
Likely product: Starter Box (small dog)
Weekend beach walker
Films outdoor small-dog life, then the meal after the walk.
Likely product: Starter Box (small dog)
Multi-dog household
Two or three dogs, one routine. Shows portioning and protein swaps.
Likely product: Starter Box (small dog)
Eco-minded owner
Cares about packaging and talks about the recyclable delivery box.
Likely product: Starter Box (small dog)

Left off, every time

Always left out: vets or anyone posing as one, creators who promise health results, accounts that attack other brands, and anyone who won't show their own dog eating. Category rule: no health promises beyond Lyka's own wording.

Part 8 of 14

First twenty

Small-dog owners filming the daily bowl
First-time puppy parents sharing feeding routines
Beagle and food-obsessed dog owners
Owners of two or three dogs at one feeding
Beach and park walkers who film after the walk
Corgi and small-breed owner accounts
Owners of rescue dogs in their first month home
Dog owners who post weekly meal-prep routines
Owners switching from kibble who document it honestly
Busy-household parents who value no-hassle feeding
Owners who film unboxing and taste-test videos
Eco-minded owners who talk about packaging
Owners of picky eaters willing to show the bowl
Senior-dog owners sharing a daily routine
Dog-training creators with a feeding segment
Aussie dog-life accounts with a regional audience
Owners who already cook for their dog at home
Subscription-box fans who review each delivery
Family accounts where the kids feed the dog
Dog-walking creators with a morning routine series

Part 9 of 14

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Gently cooked to protect nutrients, so dogs get the benefits.”
Cooking and bowl-prep videos
“Meals are portioned out and delivered to your door.”
Unboxing and routine videos
“Your first delivery is just a taste test. Try, then decide.”
First-box taste tests
“Feed it by itself, mix it or use it as a topper.”
Feeding-day videos
“Swap proteins, pause, skip, or cancel at any time.”
Plan screen walkthroughs
“Fresh food smells and tastes like food, and dogs love that.”
Bowl-down and reaction videos
“AAFCO complete and balanced”
Any video that shows the label or the meal

Never said

Each one with the reason it stays out.

Never say Lyka fixes your dog's food intolerance
A medical promise no creator can back.
Never say every dog improves in two weeks
A timeline promise on a health outcome. Results differ by dog.
Never say vets tell everyone to switch to Lyka
An endorsement nobody gave.
Never say kibble is poison
A comparison attack on a whole category.
Never say Lyka will make your dog live longer
A lifespan promise the creator cannot support.
Never say a study proves Lyka works for your dog
A study figure stretched past what it covers.

To confirm with the brand

Held until someone on the brand side signs off.

Better dog poos in 14 days
A timeline claim with a study footnote. Lyka's lead confirms the exact wording creators may use.
96% of owners see their dog's health improve on a real food diet
A survey figure from a customer sample. Confirm it is current before any creator quotes it.

Part 10 of 14

Pay

Starter
$300–600
a month, by band
Starter: new creators proving they can hold a weekly cadence with one real dog.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: steady posters whose hooks keep landing and who follow the claims sheet.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: creators whose videos carry the most views and whose drafts rarely come back.
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: $50 flat, however many videos pass 100,000 views.
Paid per video: the video that passes 100,000 views earns the bonus, not the creator's whole month.
Organic views only. Paid boosts and reposts do not 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 14

Simulator

Starts at $5.74 per 1,000 views against the $1 target. To close the gap, 4.2% of videos go viral or the median reaches 21,711 views. Both are Assumption sliders.

Program facts

Lyka 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 14, 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 14

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
Lyka's lead signs the claims sheet. The first creators get the brief and the quiz. The roster starts at zero creators.
Month 1
Ramp to ten
Two creators go live each week for six weeks, up to 10. Seven videos per creator per week. The hook library starts with the five formats.
Month 2
Cut losers, double winners
Hooks that stall are dropped and the best go to more creators. Creators who earn it move up a pay band.
Month 3
Test the offer line
Winners end on Get 30% off your first box. One variable per test: only the offer line changes.
Day 90
Review with Lyka
Read cost per 1,000 views against the $1 target. The simulator starts at $5.74, so we see how far real data moved it.
Monthly ceiling
$15,000 with all 10 at the top cap
All 10 creators at the top cap, bonuses excluded, comes to $15,000. Proposed ceiling, set before anyone is hired.

$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 14

Weekly report

Every Monday Lyka gets views, cost per 1,000 views against the $1 target, and what we learned, by creator and format. No chasing.

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	Bowl-down timer	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Feeding day, one take	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	First box taste test	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Same dog, same bowl	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Plan screen swap	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 14

Category rules

Fresh dog food: what creators may say

Dog food is food, not medicine. Creators quote Lyka's own wording and show what they see with their own dog.

Quote the sheet
Use only the claims sheet lines, word for word, and present them as Lyka's wording.
No health promises
Your dog's coat or energy is your own observation, said once, never a result other dogs will get.
No vet voice
Lyka says it is formulated by board-certified veterinary nutritionists. Never imply you are one or that a vet endorsed you.
Study and survey figures
Quote them only after Lyka's lead confirms the wording in writing. The 96% survey line and the 14 days line wait for that.
No kibble bashing
Compare nothing by name. Describe your own dog's switch and what you saw.
Drafts before posting
Lyka's lead sees each creator's first drafts, then spot checks. A draft that breaks the sheet goes back and earns no bonus.

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

Other dogs like Lilac

Off the first two boxes

Owner survey figure

One variable per test

One number to protect

Losers killed early

One shared channel

Bowl-down timer

Feeding day, one take

First box taste test

Same dog, same bowl

Plan screen swap

Four sources in

Five filters, fewer each step

First-time puppy parent

Small-dog owner

Food-obsessed dog owner

Weekend beach walker

Multi-dog household

Eco-minded owner

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Claims sheet and first brief

Ramp to ten

Cut losers, double winners

Test the offer line

Review with Lyka

$15,000 with all 10 at the top cap

Fresh dog food: what creators may say

Quote the sheet

No health promises

No vet voice

Study and survey figures

No kibble bashing

Drafts before posting

Want to see the first briefs?