The Creator Seeding Checklist

Your creators got free products, you got zero customers — the 15-check audit that fixes who gets the product, what they create, and whether it sells.

Product seeding is the cheapest creator-acquisition channel in e-commerce — and the most casually wasted budget in the industry, because most campaigns run as a mailing operation instead of a selection system. Seeding built Gymshark, Stanley, and Poppi. What fails is seeding without the five disciplines this checklist audits.

Fifteen checks across five sections:

• Who gets the product — the category test, genuine-use probability, and no-strings gifting as a selection filter (not generosity)
• Whose audience actually buys — verified demographics, purchase-intent comments, the tier math
• The brief — per-creator not photocopied, the moment not the script, the reference layer
• The content — real use cases over receipts-of-receiving, native shape, the story beyond the box
• The path from post to purchase — codes before boxes ship, a PDP that closes, measurement decided up front

Plus the verdict rule. "Creators got products, brand got nothing" is never a seeding problem — it's a selection, briefing, or wiring problem wearing seeding's clothes.

Run the fifteen checks. Then ship the boxes.