Launch

What you provide

Four things, and none of them is finished copy.

• A date, ideally two weeks out. Seven days is workable. When a date is fixed we can turn a launch around in 48 hours, drawn from creators already active in your category.
• The substance. What shipped, what it does that nothing else does, and any number you are willing to put in public. We write the angle from that.
• A read of the shortlist. You see it before anyone is briefed, so you know the type of founders, engineers and creators carrying the launch, and you can strike anyone on it without giving a reason.
• A founder who will be in the replies. The highest-value signal available on launch day is free, and it needs the calendar cleared for a few hours.

Comparing agencies? The X marketing agencies that run tech and AI launches, side by side, including us.

What we handle

One vendor for the whole launch. We handle everything between your four inputs and the report, including the admin that usually lands on a marketing team for weeks.

• Finding and vetting creators. Matched against the brief from our network of 1,000+ creators, on median post performance, audience overlap with your buyer and an authenticity check on every account.
• Outreach and booking. We contact each creator and agree the date, the format and the rate.
• Contracts and payment. We contract and pay every creator, so your finance team deals with one invoice from one vendor.
• The brief. One brief, tailored to each creator's content, so no two posts read alike.
• Disclosure. Every paid post carries X's paid partnership label, checked before it counts.
• Category exclusivity. Creators on your launch are kept from working with direct competitors in a window around it.
• Launch day. The timing of the window, the replies worth answering, and the second and third waves.
• Reporting. A post-level report within 72 hours of launch.

How the posts are written and sequenced

The full sequence is set out in how to launch a product on X, and the short version is that the compression is the point. The same posts spread across a week produce a slope nothing detects. Inside a window they produce the acceleration that trending surfaces pick up.

Every creator writes their own copy from a brief. Identical posts across five feeds are recognised as an ad campaign within seconds, so the brief carries the claim and the angle while the words stay theirs.

Every compensated post carries the paid partnership label, and creators who will not tag do not run in our launches.

When this is the right one

Launch is the right starting point when there is one real moment coming and you want the channel proven on it before committing to anything longer. Most clients start here and decide about a retainer afterwards, on the numbers rather than on a pitch.

It is the wrong starting point if you ship every fortnight. At that cadence you would be buying six cold starts a quarter.

What it does not include

Press outreach and analyst relations. If a purchase in your category runs through procurement or a security review, you need the credibility artifacts PR still produces, and distribution complements those rather than replacing them. The honest version of that argument is in the startup PR alternative.

We also do not run your account. Founder content is a separate motion, covered in Founder.

Questions we get asked

How far ahead do you need a launch date?

Two weeks is comfortable and seven days is workable. When a date is already fixed we can turn a launch around in 48 hours, drawn from creators who are already active in your category. Lead time mostly buys a better creator set and a sharper angle rather than a bigger one.

Do we see the creators and the brief before it goes live?

Yes to both. You see every creator name before anyone is briefed and can strike any of them without giving a reason. Every post is matched against the finalized brief before it ships.

What do we get after the launch?

A post-level report: impressions and engagement per creator, the client-account numbers, and what moved against the baseline recorded before the drop. What a report should and should not claim is set out in what a launch report should contain.