A launch isn't a moment. It's a 12-week clock.
Most brand launches collapse the day after the launch post. Real launches are integrated systems — paid, organic, PR, email, partnerships, retail — running on a 12-week clock with a single owner. We design the launch, build the system, and run the first 12 weeks alongside your team.
Launch and go-to-market is the work of bringing a new product, brand, or repositioning to market as an integrated 16-week system rather than a single moment. Engagements include launch architecture (story, audience tiers, sequencing, named primary / secondary / disqualifying metrics), pre-launch build (waitlist, teaser drops, embargoed PR outreach, partner and influencer activation), launch week (integrated paid + PR + organic + email + retail or app store push), and a 12-week post-launch run with sustained narrative and weekly measurement. Most failed launches collapse the day after the launch post because there was no pre-launch build, no day-2-through-90 plan, and no measurement architecture set up before the moment. Engagement length is typically 16 weeks (4 pre-launch + 12 post).
Why most launches underperform
Big launch day with PR push and a viral video. Day 2 the channels go quiet. There was no pre-launch build, no day-2-through-90 plan, no measurement architecture.
Paid runs paid. PR runs PR. Influencers run influencers. The audience experiences four different brand impressions in a week and the system never compounds.
Two weeks before launch, the only people who care are already-customers. That's the highest-conversion audience and most launches don't even build a waitlist for them.
Launch reports are vibes. “The launch felt big.” The fix is a measurement architecture set up before launch — not after — with named primary, secondary, and disqualifying metrics.
What we run
Launch strategy — story, audience, sequencing, success metrics
Pre-launch build — waitlist, teaser, partner activation
Launch week — integrated paid, PR, organic, email, partnerships
Post-launch 12-week plan — sustained narrative + measurement
Cross-channel creative aligned to one story
PR + comms — pitches, embargoes, press kit, exec prep
Partner + influencer activation system
Launch retro + handoff to operating team
16 weeks total. 4 pre, 12 post.
Launch architecture
Story, audience tiers, sequencing, success metrics. We name the primary metric, the secondary metric, and the metrics we'll explicitly ignore. Launch architecture sits on one page.
Pre-launch (4 weeks)
Waitlist activation. Teaser drops. Partner and influencer activation. Embargoed press outreach. Email and existing-customer warming. Most of the launch happens before launch day.
Launch week
Integrated push: paid (3 platforms), PR drops, organic across all owned channels, partner amplification, retail or app-store push if relevant. Daily standup, daily measurement readout.
12-week run + retro
Sustained narrative, weekly measurement readout, paid optimisation, content cadence, PR follow-up. Final 2 weeks: retro + handoff to your operating team with system + playbook.
What lands in your inbox.
- Launch architecture one-pager
- Pre-launch system (waitlist, teaser drops, partner activation)
- Launch week integrated plan + creative across all channels
- PR kit (press release, exec prep, embargo list, pitches)
- 12-week post-launch plan with weekly measurement
- Cross-channel creative (paid / organic / PR / email)
- Partner + influencer activation playbook
- Launch retro + handoff doc
Where this worked.
Whole Foods + DTC dual-launch on a 16-week clock
- Pre-launch waitlist activated 8 weeks out — converted at 31% in launch week
- Embargoed PR coordinated with retail set date — coverage landed within 48h window
- 12-week post-launch plan run alongside Performance — paid scaled against verified retail sell-through
Re-positioning launch on an 8-week compressed timeline
- Compressed pre-launch by half; honest measurement architecture preserved
- Customer council activated for early access — became 6 of the first 10 case studies
- Sustained 12-week narrative drove demo volume +2.1× over prior product launches
Questions we actually get asked.
Can you launch on a tighter timeline than 16 weeks?
We've done 8 weeks (4 pre + 4 post). Anything tighter compresses pre-launch warming, which is where most of the lift comes from. We'll tell you honestly if a tight timeline is the constraint that breaks the launch.
Do you handle paid execution during launch?
Yes. Our Performance practice (Paid Search, Paid Social, Marketplaces) plugs in for launch execution. Or we coordinate with your existing agency — we don't force the bundle.
What about retail or app store launches?
Retail (Whole Foods, Target, Sephora, etc.) and app store (App Store, Play Store) launches have their own pre-launch playbook layered on top. We've shipped both; scope as needed.
How do you measure a launch honestly?
Pre-defined primary metric (e.g. waitlist conversion), secondary metric (e.g. media share-of-voice), disqualifying metrics (vanity reach numbers we won't celebrate). Measurement architecture is locked before launch — not after.