Orla Kiely, creator engine

Ten creators in prints, not catalog shots

A first roster for Orla Kiely: ten creators, seven videos each a week, pay against a cap, judged on one number: cost per 1,000 views against $1.

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

Dahlia Orange, bedtime test

Illustrative: a creator in the Pyjama Set - Dahlia Orange reads the label out loud, 100% cotton, digitally printed, then shows the print up close.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	Ten creators, two added each week	Live by week: 0, 2, 4, 6, 8, 10. Six weeks of ramp, Proposed.
Who	Style and home creators who wear prints	People who would buy a 150.00 GBP Pyjama Set or a 350.00 GBP Bob Cardigan themselves.
Production	7 videos per creator per week	That is 303 creator videos a month at ten creators.
Pay	Three bands, each a fee plus a cap	Starter $300 fee, $600 cap; Standard $500 fee, $1,000 cap; Premium $800 fee, $1,500 cap.
Bonus	Bonus at the cap, plus $50 for a hit	Starter $300, Standard $500, Premium $700 at the cap. A video past 100,000 views earns $50 flat.
Compliance	One claims sheet, copied from the site	Creators say lines like 100% cotton, digitally printed. Anything else goes to your lead first.
Category rule	Fibre content only as the label says	100% pure geelong wool stays 100% pure geelong wool. No comfort, care or durability promises.
Goal	$1 per 1,000 views	Target, Proposed. The simulator starts at $5.74, so closing that gap is the work.
Report	Every Monday, one table	Views, cost per 1,000 views and winning hooks by creator and by format.
Decision	Approve ten creators, $15,000 ceiling	Monthly ceiling with all ten at the top cap, bonuses excluded. Proposed.

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.

Same playbook as at Tabs: a small roster, one variable per test, losers killed early, reporting you never have to ask for. Here it meets printed pyjamas, wool knitwear and leather bags instead of what Tabs sold. I have not run fashion or home textiles. The hook library and the pay mechanics carry over. The eye for Orla Kiely prints I will borrow from the creators.

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

45 Reviews
A review count a creator can stand next to
The page shows 45 Reviews. A creator wearing the Pyjama Set on camera gives that proof a face and a fabric you can see move.
Published
10%
A first-order offer to end every video on
Joining the mailing list gets 10% off the first order. A creator can close a video there without inventing an offer.
Published
150.00 GBP
A price that needs to be seen on a body
The Pyjama Set - Dahlia Orange costs 150.00 GBP and comes in 4 variants. At that price a flat photo is not enough; video shows fit and print.
Published

Part 4 of 15

Principles

One number to protect: cost per 1,000 views
The target is $1 per 1,000 views, Proposed. Every post is judged against it. The simulator starts at $5.74, so I expect to lose most early tests.
One variable per test
Same Pyjama Set, same cap, one changed hook. Losers killed early, winners go into the hook library for the next creator.
Say only what is on the label
Creators quote the claims sheet: 100% cotton, 100% pure geelong wool, 100% Wool Jacquard. Questions go to the channel before filming.
Ramp two a week, pay against a cap
Two creators go live each week until ten, over six weeks. Top cap is $1,500 per creator, monthly ceiling $15,000, bonuses excluded.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

PriyaMon 8:30 AM
This week's brief: Pyjama Set - Seven Owls Lavender, 150.00 GBP. Seven videos, one hook each. Shoot the evening routine, show the print close. Claims sheet is pinned.
JonasTue 10:15 AM
Can I say the Eye Mask - Seven Owls Lavender is soft? The sheet only says 100% cotton, digitally printed.
Stay with the sheet. Say 100% cotton, digitally printed, and let the fabric move on camera. No softness promise.
PriyaWed 2:40 PM
Draft back to you, Jonas: the opener calls the Bob Cardigan the warmest cardigan around. That is not on the sheet. Reshoot the opener with 100% pure geelong wool and resend.
Report botAppFri 5:00 PM
Weekly report posted: views by creator and by format, cost per 1,000 views against the $1 target, three hooks to repeat next week.
Report botAppSat 9:05 AM
Maren's strap-swap video passed 100,000 views, organic only. $50 flat bonus queued, one per creator per month. Hook added to the library.
PriyaSat 11:00 AM
Great. Next test: same hook on the Crossbody Strap - Cream, caption ends on the 10% first-order line from the mailing list. One variable only.
PriyaMon 8:30 AM
Monday check: every creator has a draft in #drafts and a claims question answered. Anyone stuck, say so before noon so the week is not lost.

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
Bedtime print, Seven Owls
“Tell me this print isn't the best part of bedtime.”
Bedside, soft window light. Show the shirt and trouser set on, then the print up close. Hold each cut a few seconds, voice over the label.
Brief 02
Khaki, three ways
“One khaki set: bed, breakfast, balcony.”
Three quick scenes in the same Pyjama Set - Solid Stem Khaki. Mirror shot first, then kitchen, then window. Say 100% cotton once.
Brief 03
Cardigan colour close-up
“100% pure geelong wool. Watch the colours.”
Natural light, one Bob Cardigan. Pan across the colour pairing, then wear it out the door. Say the price, 350.00 GBP, at the end.
Brief 04
Laptop sleeve desk swap
“My laptop wears a print now. Meet the Puffy sleeve.”
Desk setup, pull the laptop out of the Puffy Laptop Sleeve and back in. One take, then a close shot of the print.
Brief 05
Strap swap, same bag
“Same bag, new strap. Three looks, no new bag.”
Switch the Crossbody Strap on one bag three times in one take. Say the strap price, 75.00 GBP, in the last shot.

Every product line in a video comes off the claims sheet word for word, for example “100% cotton, digitally printed”, “100% pure geelong wool”, “Save 10% when you buy the bundle.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Creators who dress in prints
Style accounts that already wear bold patterns and retro colour. I look for repeat outfit posts, not one-off hauls.
Home and interiors creators
Cushions, Wool Blankets and wallpaper samples at 3.00 GBP suit room-reveal creators who can show a print at scale.
Bag and everyday-carry creators
People who film what is in their bag. The Eclipse crossbodies, Puffy sleeves and straps fit that format directly.
Affiliate or ambassador page
I did not find an affiliate or ambassador page on the site. So there is no existing list to start from; recruiting begins with direct outreach.

Five filters, fewer each step

1Prints on their own body
They already wear or style bold patterns. I check the recent posts for repeat prints, not one-time gifts.
2Real audience
Comments from real people. No bought followers, no giveaway rings.
3Hook and edit
Opens on a spoken line in the first seconds. Clean cuts, sound on, no filler.
4Claims discipline
Sends a test draft using only the claims sheet and passes without edits.
5Fit with the price
Audience can plausibly buy at pyjama set or cardigan prices, 150.00 GBP and up.

Part 7 of 15

Who

Sleepwear storyteller
Shoots slow evening routines. Makes a printed set feel like a ritual, not a product shot.
Likely product: Pyjama Set - Dahlia Orange
Knitwear collector
Stacks cardigans by colour and talks about layering. Shows the colour pairings in daylight.
Likely product: Bob Cardigan - Turmeric/Caramel
Dog owner with style
Dresses the dog and the owner in the same palette. Short, funny, easy to repeat weekly.
Likely product: Dog Coat - Flower Explosion
Renter testing prints
Tapes the A4 sample at 3.00 GBP to a wall and asks the audience to vote on it.
Likely product: Giant Linear Stem Tomato Wallpaper - Sample
What's-in-my-bag creator
Films a bag edit and swaps straps and charms on camera. Natural for the Eclipse range.
Likely product: Eclipse Leather Crossbody - Green Tea Croc
Weekend traveller
Packs for a short trip and shows the wash bag in the pack-with-me flow.
Likely product: Puffy Large Wash Bag - Noodle Heather

Left off, every time

Always out: anyone who wants to claim fibre content, care or durability beyond the sheet; accounts with bought followers; creators who skip gifting disclosure; anyone who posts rival content in the same video. Category rule: no sustainability claim unless the exact line is on the sheet.

Part 8 of 15

First twenty

Retro-print fashion creator who thrifts and restyles
Sleepwear and slow-morning routine creator
Knitwear and layering creator
Colour-palette and outfit-planning creator
Dog-owner lifestyle creator with matching outfits
Renter and small-flat interiors creator
Wallpaper and pattern-matching DIY creator
Cushion and sofa-styling creator
Wool blanket and cosy-home creator
Commuter bag-edit creator
Crossbody and strap-swap creator
Wallet and card-purse organiser creator
Laptop-sleeve and desk-setup creator
Weekend travel and pack-with-me creator
Gift-guide creator with a clear audience
Vintage-sixties design and mid-century fan
Kitchen and table-setting creator
Makeup-pouch and bathroom-shelf creator
Mature-style creator who wears designer prints daily
Student-budget creator who saves for one good bag

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“100% cotton, digitally printed”
Pyjama Sets and Eye Masks, spoken or on-screen.
“100% pure geelong wool”
Bob Cardigan videos only.
“100% Wool Jacquard”
Wool Blanket videos only.
“Main fabric: 100% recycled polyester”
Axis Backpack & Beta Pouch Bundle only, not other bags.
“Save 10% when you buy the bundle.”
Axis Backpack & Beta Pouch Bundle videos, with the price shown on screen.
“get 10% off your first order with us”
Closing line, tied to signing up to the mailing list.
“Crafted from 100% cotton and digitally printed for a crisp, true-to-colour finish”
Pyjama Set videos, read as the brand's own wording.

Never said

Each one with the reason it stays out.

Wool that never itches
The site gives fibre content only. A comfort outcome is not on the sheet.
This will last forever
No durability promise appears on the site.
Better than any other designer bag
Comparison with other brands. Never allowed.
Fully sustainable range
Only a recycled polyester line exists for one bundle. A range-wide claim is not supported.
Waterproof Puffy bags
No water resistance wording was found, so creators must not suggest it.
The free eye mask deal ends soon
Offer window is unconfirmed. Creators must not invent a deadline.

To confirm with the brand

Held until someone on the brand side signs off.

Free shipping on all orders over £150
A second threshold in dollars exists. Confirm which store the creator's audience sees.
One week only - choose a free eye mask with all pyjama set purchases
Appears as a site banner. Confirm it is live before any video mentions it.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
For creators with a real audience but little brand work, with a lighter weekly load.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
For creators who pass the claims test and hold a steady hook rate across formats.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
For creators whose videos already carry a Pyjama Set or Bob Cardigan story on their own.
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 $50 flat bonus is paid per video that passes 100,000 views.
Only organic views count. Paid boosts of the same video do not add to 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 ten creators the simulator lands at $5.74 per 1,000 views against the $1 target. To close the gap, 4.2% of videos go viral or the median video reaches 21,711 views.

Program facts

Orla Kiely 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
Two creators a week, claims first
Creators go live by week at 0, 2, 4, 6, 8, 10. Each one passes the claims sheet test with a draft before the first paid video.
Month 1
Hooks, not polish
Seven videos per creator per week. Five formats, one variable per test, Pyjama Sets first. Losers killed early.
Month 2
Shift to winners
The hook library decides the briefs. Creators with weak cost per 1,000 views move to a lower band or leave.
Month 3
Add the second product line
Knitwear and strap formats get the same test as the Pyjama Set. Videos past 100,000 views go to the paid step.
Day 90
Keep, cut or scale
Judged on cost per 1,000 views against $1. Either the roster earns more budget or I tell you it did not work.
Monthly ceiling
$15,000, bonuses excluded
All ten at the top cap is the most this program can cost in a month. Proposed. Anything beyond needs your sign-off.

$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, cost per 1,000 views against $1, the hooks that won, and the creators who did not deliver.

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	Bedtime print, Seven Owls	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Khaki, three ways	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Cardigan colour close-up	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Laptop sleeve desk swap	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Strap swap, same bag	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

Spot the winner
A video past 100,000 views, organic only, gets flagged in the weekly report.
Secure usage rights
I ask the creator for paid usage in writing before anything is boosted. Pay terms are set in advance.
Test as an ad
Same video, one changed variable: the first three seconds or the caption. No other edits.
Scale or kill
If cost per 1,000 views beats the organic baseline it scales. If not, the hook goes back to the library.

From the video to the checkout

Pyjama Set videos send people to the Pyjamas & Nightwear page.
Cardigan videos send people to Jumpers & Cardigans.
Bag videos land on the Eclipses collection.
Wallpaper videos can start from the 3.00 GBP sample as a low-cost first step.
Every caption can close on the 10% first-order offer via the mailing list.

Part 15 of 15

Category rules

Fashion and home textile rules

Fashion and home textiles carry fewer legal limits than food or skin care, but fibre, price and offer claims still need exact wording.

Fibre content as labelled
Say 100% cotton, 100% pure geelong wool or 100% Wool Jacquard only on the product that carries the line. Never round up or generalise to the range.
No comfort or durability outcomes
Do not promise warmth, softness, wash life or how long a piece lasts. Show it on camera and let the viewer judge.
Prices exactly as shown
Say 150.00 GBP for a Pyjama Set, not a converted amount. Do not round, do not compare to other brands, and show the price on screen.
Offers only while confirmed
Use the 10% first-order line and the bundle saving only as written. Do not invent a deadline or a stock warning.
Gifting and pay disclosure
Every video says it is a paid partnership in the first line of the caption and on screen. Gifted pieces are labelled as gifted.
Sustainability and vegan wording
The recycled polyester line applies to one bundle. Vegan or planet claims need an exact line on the sheet first. Unsure: ask in #claims-check.

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

A review count a creator can stand next to

A first-order offer to end every video on

A price that needs to be seen on a body

One number to protect: cost per 1,000 views

One variable per test

Say only what is on the label

Ramp two a week, pay against a cap

Bedtime print, Seven Owls

Khaki, three ways

Cardigan colour close-up

Laptop sleeve desk swap

Strap swap, same bag

Four sources in

Five filters, fewer each step

Sleepwear storyteller

Knitwear collector

Dog owner with style

Renter testing prints

What's-in-my-bag creator

Weekend traveller

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Two creators a week, claims first

Hooks, not polish

Shift to winners

Add the second product line

Keep, cut or scale

$15,000, bonuses excluded

From organic to paid

From the video to the checkout

Fashion and home textile rules

Fibre content as labelled

No comfort or durability outcomes

Prices exactly as shown

Offers only while confirmed

Gifting and pay disclosure

Sustainability and vegan wording

Want to see the first briefs?