Ugmonk, creator engine
Ten creators, one desk, real cards
A first roster for Ugmonk: desk, planner and journal creators who show the Analog Card System in use and keep every claim on the sheet.
- 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
My whole day on one Today Card
Illustrative: a creator films a handwritten day on a 3″x5″ Today Card, sets the pen down, and labels the post as paid.
Illustrative postContents
Part 1 of 15
At a glance
| Roster | Ten creators, two added a week | Live by week: 0, 2, 4, 6, 8, 10. The ramp takes six weeks and every number is Proposed. |
|---|---|---|
| Who | Desk, planner and journaling creators | Six personas fit Today Cards, the Daily Focus Kit, sleeves, the Variety Pack and the Discbound journals. |
| Production | 7 videos per creator per week | That is 303 creator videos a month at ten creators. |
| Pay | Fee plus cap, in three bands | Starter R$ 300 fee, R$ 600 cap. Standard R$ 500, R$ 1,000. Premium R$ 800, R$ 1,500. |
| Bonus | R$ 50 flat past 100,000 views | One per creator per month. Cap bonus: Starter R$ 300, Standard R$ 500, Premium R$ 700. |
| Compliance | Claims sheet and a paid label | Every creator gets the sheet before filming. A video that breaks it earns no bonus. |
| Category rule | Show the desk, never promise results | Stationery content: show the tool in use. No outcome promises, no rival comparisons. |
| Goal | R$ 1 per 1,000 views | The simulator starts at R$ 5.74 on R$ 10,050 for 1.8M views. The target is a Proposed number. |
| Report | Monday, no need to ask | Videos posted, views, winners and losers by format, and what we test next. |
| Decision | You set the R$ 15,000 ceiling | Monthly ceiling with all ten creators at the top cap, bonuses excluded. Your call. |
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
- R$ 1,000
- Proposed
- Bonus past 100,000 views
- R$ 50
- Proposed
- Bonus at the top cap of the highest band
- R$ 700
- Calculated
- Program cost a month, bonuses included
- R$ 10,050
- Calculated
- Views a month at the assumptions
- 1.8M
- Calculated
- Cost per 1,000 views
- R$ 5.74
- Calculated
- Target cost per 1,000 views
- R$ 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 built the creator program to 100M monthly social impressions, with the paid ad engine alongside it. This is the same playbook for Ugmonk: a small roster, tight briefs, losers killed early. Desk goods and stationery are a category I have not run, so the claims sheet leads and I learn the product 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
4.9
Rating across 61 reviews
One product page already shows 4.9 based on 61 reviews. Creators would be adding video to proof that exists.
Published50,000+
People use the Analog Card System
Ugmonk calls it the best-selling Analog Card System. Creators can film a system people already own.
Published2008
Independent since 2008
A long-running independent brand gives creators a real story to tell on camera, and it is already on the page.
PublishedR$ 200+
Free US shipping threshold
Free US shipping at R$ 200+ gives bundle videos an easy line about the order, and the journal bundles sit near it.
Published
Part 4 of 15
Principles
One number to protect
Every creator is judged on cost per 1,000 views against the R$ 1 target. Views, fees and bonuses all roll up to it.
One variable per test
Change the hook or the product, never both. Ten creators at 7 videos a week make 303 clean reads a month.
Losers killed early
A format that stalls after its first batch loses slots to the winners. Creators see the same weekly report we do.
Claims before cameras
The sheet goes out before any briefing. Creators quote the brand's own lines and nothing else about the product.
Part 4 of 15, continued
One channel for everything
#briefs
Briefs, drafts, reviews and the weekly numbers
DaniloMon 8:30 AM
This week's brief: film the Today Cards hook, one take, desk in frame. Pick one Today Card and write your whole day on it. Post seven videos, one variable each.
Got it, filming Tuesday.
MartaMon 11:10 AM
Can I say the Analog cards fix procrastination? My followers keep asking.
No. Use the sheet line: "Ugmonk designs analog tools for focused, intentional work." Show the card, skip the promise.
Report botAppMon 9:00 AM
Weekly report ready: videos posted, views, winners and losers by format, and the cost per 1,000 views against the R$ 1 target.
Sleeves format leads. Journal format is paused.
DaniloWed 2:15 PM
Draft sent back, Theo. The hook is good but the on-screen text calls the journal the best on the market. That is a comparison. Reshoot the caption and keep the paper close-up.
Fixed and reposted.
PriyaThu 6:40 PM
The Variety Pack video just passed 100,000 views. Cards laid out two rows deep, no voiceover. Do I get the R$ 50?
Yes, organic views only. Logged for this month.
DaniloFri 4:00 PM
Check-in: every post this week carries the paid label and uses only sheet lines. Anything you were unsure about, drop it in #claims-check before posting.
All clear on my side.
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
One card, whole day
“My whole day fits on one 3″x5″ card.”
Overhead on a desk. Write the day by hand on a Today Card in one take, set the pen down, show the card last.
Brief 02
Sleeve sort
“Each sleeve holds up to 10 cards. Watch.”
Side angle. Slide labelled cards into the Bright sleeves, one project each, then fan them out across the desk.
Brief 03
Journal open
“I swapped my notebook for a journal with rings.”
Close on the tan leather journal. Open it, turn pages, add a page on the rings, end on the gold rings in sunlight.
Brief 04
Pick your paper
“Blank, graph, lined, dot grid: which one are you?”
Lay the Variety Pack out in two rows. Touch each paper type, say who it suits, then choose one and write on it.
Brief 05
Desk, start to finish
“What's on my desk, start to finish.”
Set up the walnut bundle piece by piece: cards, holder, pen. Write a to-do card last and hold it to camera.
Every product line in a video comes off the claims sheet word for word, for example “Ugmonk designs analog tools for focused, intentional work.”, “The best-selling Analog Card System is used by 50,000+ people worldwide.”, “Made in Pennsylvania, USA”. Product names are said as printed.
Part 6 of 15
Recruiting
Four sources in
Customers who already film
Start with people who already post Ugmonk desks and card systems. They know the product, and their audience already follows the genre.
Desk-setup and planner niches
Search for creators who film desks, planners, bullet-style journals and analog routines. Check how the audience reacts to a handwritten list.
Affiliate or ambassador page
An affiliate or ambassador page was not found on the site. So recruiting is direct outreach, and a page would be a later step.
Open call through your channels
A short brief on your own channels, pointing to the claims sheet and the pay bands, lets creators raise their hand.
Five filters, fewer each step
1Handwriting on camera
They can show a pen on paper cleanly in one take.
2Desk or journal habit
Their feed already shows analog routines, not a one-off.
3Audience fit
Comments show people asking how they plan their day.
4Claims discipline
They pass a trial brief using only claims-sheet lines.
5Seven videos a week
They agree to the weekly volume and posting schedule.
Part 7 of 15
Who we want
Daily planner
Plans the day by hand every morning and films it start to finish.
Likely product: Analog - Today Cards
Desk-setup curator
Builds calm desks and shows the walnut kit in the frame.
Likely product: Analog Daily Focus Kit (Walnut)
Project organiser
Sorts work by project with colour-coded sleeves.
Likely product: Analog Card Sleeves - Large (Bright)
Paper-type nerd
Compares blank, graph, lined and dot grid by feel.
Likely product: Analog Card Variety Pack
Journaling creator
Writes at night in a refillable discbound journal.
Likely product: Discbound Journal Archive
Focus-timer user
Works in fifteen-minute sprints with the glass timer.
Likely product: 15 Minute Hourglass (Green)
Left off, every time
Anyone who would promise productivity results, health or mental-health benefits, or compare Ugmonk with a rival by name. Also anyone who cannot label the post as paid, or who wants to reuse press logos as an endorsement.
Part 8 of 15
First twenty
- Desk-setup creator with a walnut and black desk
- Bullet-journal creator who writes every morning
- Student who plans exam weeks on cards
- Freelancer who films a client-day plan
- Designer who sketches on dot grid cards
- Writer who outlines chapters on lined cards
- Small-business owner who runs the week on cards
- Project manager who sorts tasks in sleeves
- Minimal-desk creator with a clean shelf
- Leather and craft creator who films the journal rings
- Gift-guide creator for desk gifts
- Productivity creator who prefers paper to apps
- Work-from-home creator with a morning routine
- Pen collector who shows the rollerball with cards
- Architect who sketches on graph cards
- Teacher who plans lessons on cards
- Podcaster who outlines episodes by hand
- Developer who sketches ideas on paper first
- Stationery reviewer with an honest tone
- Slow-living creator who films analog evenings
Part 9 of 15
Claims sheet
Approved, word for word
Quoted exactly as the brand publishes it.
“Ugmonk designs analog tools for focused, intentional work.”
Intro line of any video or caption
“The best-selling Analog Card System is used by 50,000+ people worldwide.”
Spoken line, never as a personal result
“Designed in Pennsylvania since 2008.”
Origin story, desk-tour videos
“Made in Pennsylvania, USA”
Product close-ups, packaging shots
“100# smooth uncoated paper”
Writing and paper-feel videos
“Each sleeve holds up to 10 cards.”
Sleeve sort format
“Free US Shipping”
US audiences only, in the caption
Never said
Each one with the reason it stays out.
These cards will fix your focus
An outcome promise the brand never makes.
Better than any planner app
A comparison with other products; nothing supports it.
Wirecutter and the WSJ love it
Press logos are not endorsements of a creator's video.
Cures procrastination or anxiety
A health outcome; only the brand's literal wording is allowed.
Free shipping worldwide
The shipping line says Free US Shipping, so it applies to the US.
Warehouse items can be returned any time
Warehouse Sale items are not eligible for return or additional discount.
Everyone who uses it gets more done
A blanket result claim with no source.
To confirm with the brand
Held until someone on the brand side signs off.
Any price or sale price in a caption
Prices change; confirm the current price with Ugmonk before it goes in a video.
Shipping outside the US
Only Free US Shipping is on file; confirm other regions before mentioning them.
Part 10 of 15
Pay
Starter
R$ 300–600
a month, by band
Starter: new creators, proven taste, a modest fee and cap while we learn their formats.
Bonus at the cap: R$ 300
Standard
R$ 500–1,000
a month, by band
Standard: creators whose weekly videos hold the cost per 1,000 views near target.
Bonus at the cap: R$ 500
Premium
R$ 800–1,500
a month, by band
Premium: our best formats, the highest fee and cap, kept for creators who beat the target.
Bonus at the cap: R$ 700
Under 100,000 views
R$ 0
The base pay covers the work.
100,000 views
+R$ 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 R$ 50 flat bonus is paid per video that passes 100,000 views.
- Organic views only. Paid boosts and ad spend never count toward the bonus.
- No bonus on a video that broke the claims sheet or the category rule.
Starter: R$ 600 cap − R$ 300 fee = R$ 300 bonus; Standard: R$ 1,000 cap − R$ 500 fee = R$ 500 bonus; Premium: R$ 1,500 cap − R$ 800 fee = R$ 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
Read it as a test, not a forecast: at R$ 10,050 for 1.8M views, cost per 1,000 views is R$ 5.74 against R$ 1.00. It takes 4.2% viral videos or a median of 21,711 views.
Program facts
Ugmonk creator engine, per month
- Monthly cost
- R$ 10,050
- Base pay
- R$ 10,000
- Est. bonuses
- R$ 50
- Videos / month
- 303
- Est. views / month
- 1.8M
- Cost per 1,000 views
- R$ 5.74
Above the R$ 1 target at these inputs.
To hit R$ 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: +R$ 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 | R$ 10,050 | R$ 6.96 | No |
| 1,500 | 1.8M | R$ 10,050 | R$ 5.74 | No |
| 3,000 | 2.4M | R$ 10,050 | R$ 4.24 | No |
| If the viral share is | Views / month | Monthly cost | Cost / 1K | Hits target |
|---|---|---|---|---|
| 0.3% | 1.2M | R$ 10,000 | R$ 8.44 | No |
| 0.5% | 1.8M | R$ 10,050 | R$ 5.74 | No |
| 1% | 2.9M | R$ 10,150 | R$ 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 × R$ 1,000 = R$ 10,000 base + 1 bonus × R$ 50 = R$ 10,050. Cost per 1,000 views = R$ 10,050 ÷ 1.8M × 1,000 = R$ 5.74 against a R$ 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 | R$ 0 | R$ 2,000 | R$ 4,000 | R$ 6,000 | R$ 8,000 | R$ 10,000 |
Warm-up
Brief, sheet, first creators
Two creators go live in the first week, then two more each week up to ten over six weeks. Each gets the claims sheet and one format to start.
Month 1
Seven videos each, one variable
Every creator posts 7 videos a week. Hooks change one at a time and we read cost per 1,000 views against the R$ 1 target.
Month 2
Kill losers, promote winners
Formats that miss the target lose slots. Winners get more videos and creators move bands: Starter, Standard or Premium.
Month 3
Winners go to ads
The best organic videos feed the paid test, using organic views as the filter. Creators can renew on the bands.
Day 90
Decision point
We compare actual cost per 1,000 views to R$ 1. You choose to hold, grow the roster, or stop with a full record of what worked.
Ceiling
R$ 15,000 monthly cap
With all ten creators at the top cap and bonuses excluded, spend cannot pass R$ 15,000 a month. This is a Proposed ceiling you can change.
R$ 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: videos posted, views, winners and losers by format, cost per 1,000 views against R$ 1, and the one test we run next.
Creator engine, last 4 weeks
Target R$ 1 per 1,000 organic views Illustrative
- Creators reporting
- 5
- Posts last week
- 32
- Avg cost per 1,000 views
- R$ 8.94
- Bonuses owed
- R$ 0
- Keep / Watch / Replace
- 1 / 1 / 3
| Creator | Band | Format | Posts | Median | Best | Cost / 1K | Bonus | Flags | Call |
|---|---|---|---|---|---|---|---|---|---|
| Creator A | Starter | One card, whole day | 7 | 2.1K | 25K | R$ 3.37 | R$ 0 | None | Keep |
| Creator B | Standard | Sleeve sort | 7 | 1.4K | 8.4K | R$ 9.83 | R$ 0 | Claim check | Replace |
| Creator C | Premium | Journal open | 6 | 1.8K | 54K | R$ 7.94 | R$ 0 | None | Watch |
| Creator D | Starter | Pick your paper | 5 | 900 | 3.6K | R$ 12.99 | R$ 0 | Over cap? | Replace |
| Creator E | Standard | Desk, start to finish | 7 | 1.2K | 11K | R$ 10.59 | R$ 0 | Release missing | Replace |
| All creators | not applicable | not applicable | 32 | 1.5K | 54K | R$ 8.94 | R$ 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 organic winner
Choose a video past 100,000 views with a clean claims record and a hook that held.
Get usage rights
Confirm in writing that the creator agrees before the video runs as an ad, with the paid label kept.
Test one variable
Run the winner against the same video with a new first line and one audience, so the result is clean.
Keep or kill
If cost holds near the R$ 1 target we keep it. If not, the video retires and the slot goes to the next winner.
From the video to the checkout
- Starter Kits page for the Analog Starter Kit launch videos
- Journals page for the Discbound Heirloom journal videos
- Analog Daily Focus Kit page for the desk-routine format
- Analog Card Variety Pack page for the paper-type video
- Checkout, with Free US Shipping in the caption for US audiences
Part 15 of 15
Category rules
Lifestyle desk goods: what creators may and may not say
Ugmonk sells analog tools, not results. Creators show the product and the habit; the claims sheet decides the words. Ten creators, seven videos a week, one rule set.
Show, don't promise
A video shows the pen on the card and the desk after. It never says the product will make anyone more productive, calmer or healthier.
Claims sheet only
Product facts come from the sheet: paper, size, origin and the brand's own tagline. A creator who is unsure asks in the claims channel first.
No rival comparisons
Never name another planner, app or notebook brand as worse. Talk about what the card does, not what others lack.
Paid label on every post
Each post says it is paid in the caption and on screen. Posts without the label come down, and the R$ 50 bonus is voided.
Press logos are not endorsements
Never use press logos or imply a publication endorses a creator's video. Name-mentions on the site stay on the site.
Returns and shipping lines
Say only what is on file: Free US Shipping, and that Warehouse Sale items are not eligible for return. Everything else gets confirmed first.
The brand’s legal team sets the final rules. This is the operating floor I’d start from, not legal advice.