Pre-launch strategy
The strategic foundation brands need before turning on paid media, so day one launches with a validated plan.
Many launches underperform not because the product is wrong, but because the media plan was not defined before budget was committed.
We partner with founders and marketing teams in the months leading up to launch to pressure-test the category, define the audience, shape the creative and build a media plan that withstands market realities.
We deliver this scope on an accelerated timeline so launch stays on schedule, with every decision grounded in data rather than assumption. It can run in parallel with active media execution, keeping media always-on with no gap between campaigns and strategic planning.
How we work on Pre-launch strategy
- Competitive landscape analysis and category positioning
- Audience development and platform exploration
- Media plan framework with scenarios and forecasts
- Media plan and tactical brief ready to execute
- Organic strategy for Meta, Instagram and beyond
Our approach
We analyze the competitive landscape to better understand how your competitors approach organic growth and paid media. We identify strategic opportunities, drivers of growth and the gaps no one else has dominated yet, from SEO and backlink profile to paid channel mix and organic traffic sources.
A comprehensive analysis outlining audiences and targeting requirements needed to build a paid media strategy uniquely differentiated from competitors. We consider budget limits and the nature of each channel, then explore which platforms will actually convert new audiences into loyal customers, mindset, behavior and how to win included.
A framework outlining three scenarios for media and business growth, media mixes, platform reviews and creative implications, so you can see which direction best aligns with your go-to-market priorities. We build a dynamic plan tailored to your KPIs that supports business milestones alongside brand awareness and consideration.
Once feedback is collected, we refine the plan and adjust channels, platforms, initiatives, creative strategies and tactical investment levels so it maps to your growth plan. We add recommendations for strategic vendor and publisher partnerships, an integrated creative plan with A/B testing framework, and full-funnel reporting and attribution recommendations.
As part of a holistic go-to-market strategy, we recommend an organic social approach for Meta and Instagram, goals and objectives, content themes, posting cadences and community guidelines, all aligned to the audiences defined earlier so paid and organic reinforce each other from day one.
Outcomes
- An actionable launch plan the entire team can execute against, not a static strategy deck
- Reduced inefficient spend during the critical first 90 days post-launch
- A media plan, testing roadmap and forecast that transition seamlessly into ongoing media management
- An organic foundation that amplifies the return on every paid media investment
FAQ
- How early should we start?
- Ideally three to six months before launch. We run the scope on a quick turnaround, and starting early gives us runway to do the category work, shape the creative and have a data-driven plan in place before spend starts.
- Can this run in parallel with media execution?
- Yes. The scope is designed to run alongside always-on media so there's no downtime between campaigns and strategic planning. Learnings from live media feed the plan, and the plan re-shapes what's in-market.
- Is this a one-off project or an ongoing engagement?
- Usually project-based, then it rolls into ongoing media management once the site is live. The scale triggers, testing roadmap and weekly rituals we set up pre-launch carry straight through, so momentum keeps building instead of everyone starting over.
- Do you have a minimum spend for pre-launch brands?
- No. Our ongoing engagements usually kick in around $150K a month, but pre-launch is where we make exceptions. If the brand looks promising, we'll take it on before there's any spend history.
