About This Playbook

The brief: a new direct-to-consumer peptide brand with no social following and no creator relationships. The goal is to build awareness with people who already follow peptide and biohacking content, drive first orders through tracked codes, and do it without a single post making a health claim.

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Paid ads are mostly off the table, because the major ad platforms restrict peptide advertising. That makes creators the main channel. In this example, the brand works with Baseamp on an eight-week launch across TikTok and YouTube, with a fixed budget and one product line.

Challenge

Peptides are one of the most scrutinized categories online. Platforms remove posts that read like medical advice, and regulators watch for disease and dosing claims. Most creators who post about peptides have never worked from a written claims list, and many generic agencies cannot tell a compliant script from a risky one.

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The other problem is trust. Peptide buyers are research-literate and quick to call out paid hype. Content has to sound like the creator's normal explainers, be clear about what is and is not known, and still give viewers a simple next step to the brand's site.

Strategy

Creator Mix: 12 Educators on TikTok and YouTube

We would book 12 creators who already explain peptides and biohacking to their audience: 8 micro creators on TikTok for reach and 4 mid-size YouTube educators for depth. Each one is checked for audience location, engagement quality and past sponsors before the shortlist.

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Formats stay educational: category explainers, routine walkthroughs, Q&A videos on common viewer questions, and unboxings with the certificate of analysis on screen. Creators write in their own voice, but every script works from an approved claims list, so nothing drifts into dosing advice or health promises.