Why some launches fail

A product launch does not start on announcement day: it starts several weeks, sometimes several months, earlier. The most common mistakes are communicating too late, announcing the product without a demonstration, working a single channel, choosing the wrong creators, not preparing the media, or not measuring performance.

In an environment where consumers are constantly solicited, a launch must be thought of as a programme, not an event.

The 5 steps of a successful product launch

1. Define objectives

First, a brand must define precisely what it wants to achieve: grow awareness, support sales, generate pre-orders, strengthen its image or support an international launch. These objectives then determine the levers to mobilise.

2. Prepare the ground

The best launches never start on the day itself. They rest on a preparation phase: planning, editorial calendar, key messages, content and partner selection. This preparation ensures consistent messaging across every channel.

3. Build credibility through Press Relations

Press Relations remain one of the most effective levers at launch. Journalists bring an independent view of the product and strengthen its credibility. Product testing, interviews, press kits or events support discovery within an editorial setting.

4. Mobilise creators

Creators show the product in real-world use, explain how it works, answer questions and create closeness with their community. Rather than multiplying one-off collaborations, brands should build a consistent creator marketing programme with creators truly relevant to their target.

5. Turn visibility into sales

Once awareness is created, it is essential to guide consumers to purchase. Depending on objectives, this may go through an affiliate programme, TikTok Shop, performance-driven creator campaigns or content reused in advertising. The goal is to extend performance beyond the launch.

Why coordinate several levers?

A consumer rarely discovers a product through a single piece of content. Their journey looks more like this:

The best launch strategies support this journey by coordinating Press Relations, Creator Marketing, affiliate marketing and, where relevant, TikTok Shop.

The most common mistakes

• Betting everything on launch day.
• Waiting until the last minute to contact the media.
• Choosing creators on audience size alone.
• Working each lever separately.
• Stopping communication after the launch.

The launch is the beginning of visibility, not the end.

How to measure a product launch

Indicators depend on the objectives. Among the main ones: media coverage, share of voice, creator content reach, traffic, sales, revenue and ROAS. The analysis must cover the whole programme, not a single channel.

FAQ

How JAIA supports product launches

At JAIA, we structure launches for consumer tech, home, sport and lifestyle brands as one system: Press Relations build credibility, creators build demand and affiliate marketing measures sales, phase by phase. Our goal: turn a launch into measurable growth.

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