Digital marketing
A product launch is a marathon, not a sprint. You build demand before the reveal, run an explosive launch, and keep the momentum going after launch week.
In brief
- The launch starts 6–8 weeks before the product reveal.
- The teaser phase builds a list of interested people.
- During launch week, a large media budget — 30–50 % of the total.
- Post-launch is the critical momentum phase.
- Working with influencers is particularly effective in a launch.
The best channels
Meta and Google Ads
The volume channels for launch week.
The waiting list is the most valuable audience you have on launch day.
Influencers
Early access under embargo, then a coordinated release.
Retargeting
For everyone who saw the launch but did not buy.
6–8 weeks before: the teaser phase
A landing page with a “join the waiting list” email capture.
A content campaign on “why we built this”, told as a narrative.
Early communication with influencers (under embargo until launch).
Launch week
30–50 % of the total budget goes on this week.
An email to the waiting list 24 hours before, reaching the people who waited.
High-volume Meta and Google Ads for the peak.
A live demo or launch event creates urgency.
Post-launch: the phase most often forgotten
Collecting and sharing user experiences (case studies).
Retargeting everyone who saw the launch but did not buy.
Long-term influencer partnerships that keep the momentum going.
Frequently asked questions
How much budget for a launch?
At least three months of your normal budget. Supporting a large launch takes six months or more.
Is influencer collaboration essential?
Not essential, but highly productive in a launch.
What is the best day of the week to launch?
Tuesday to Thursday. Avoid Monday (the weekend backlog) and Friday.
Worth a look too
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