Influencer Marketing Agency for National Product Launches

TL;DR

• National launches work best when celebrity talent, creators, press and paid media follow one plan.

• Budgets are moving that way. In the Influencer Marketing Hub 2026 survey, 87.49% of marketers expected their influencer budget to rise.

• Talent Resources has done this work since 2007, for 400+ brands, from offices in London, San Francisco, Los Angeles, Atlanta, New Jersey, New York, Florida and Riyadh.

• Proof from our own campaigns: Dunkin' x The Big Game reached 2B+ impressions and $800M+ in earned media value (EMV). tm:rw x Shaquille O'Neal earned 533M+ media impressions and $4.9M EMV. Fatal Fury: City of the Wolves passed 100M social impressions.

• Five full case studies below show how each campaign was built, step by step.

• Pick an agency for talent access, negotiation skill, earned media results, brand safety and measurement. Follower counts rank last.

• Next step: book a launch strategy session with our team.

Disclosure: this page is published by Talent Resources about its own services. Campaign figures come from Talent Resources reporting. Industry statistics come from the third party sources listed under Data sources.

Why national product launches now run through creators and celebrities

A national launch has one job. It has to get a large, scattered audience to notice a new product inside a short window, and then give people a reason to buy. For decades a television spot carried most of that weight. It still matters, but it rarely carries the launch alone anymore.

Super Bowl LX, played on February 8, 2026, shows the shift. A 30 second spot reportedly sold for $7 million to $10 million, according to the Influencer Marketing Hub 2026 Benchmark Report. In the same week the NFL brought more than 160 creators to the San Francisco Bay Area, many of them from fashion, food and lifestyle rather than sport, as reported by Open Influence. Brands that bought airtime also planned creator content around it, because the broadcast is one moment and the conversation around it lasts far longer.

Money is following that logic. EMARKETER expects US influencer marketing spend to reach $9.29 billion in 2025, up 14.2% year over year, and its November 2025 forecast puts US creator economy ad spending above $40 billion in 2026. CreatorIQ's sixth annual State of Creator Marketing report found that average reported annual influencer budgets rose 171% year over year, that 71% of organizations increased spend, and that nearly two thirds of those increasing pulled the money directly from paid media.

Trust explains why. The 2026 Edelman Trust Barometer surveyed about 33,000 people in 28 countries. Among the 48% who trust a food or lifestyle influencer, 62% said they would trust or consider trusting a company they currently distrust if that influencer vouched for it. For a new product with no reputation yet, borrowed trust is a faster route to credibility than an advertisement.

Results pressure has risen alongside budgets. CreatorIQ's seventh annual report, released on September 30, 2026, found that 48% of brands now report 3x or greater return from creator marketing. Yet measurement still tops the list of obstacles, at 26% in the sixth annual report. Sprout Social's 2026 Influencer Marketing Report adds that 42% of companies struggle to find creators who match their audience, 41% to find creators who match their brand values, and 38% to measure ROI.

That is the gap an influencer marketing agency for product launches fills. It brings talent relationships, negotiating experience, press access, creator vetting and measurement to a launch, so the brand team can concentrate on the product.

What a national launch needs from an influencer agency

Brands often ask what an influencer marketing agency actually does. For a national launch, the work falls into five jobs.

• Talent access and negotiation. Securing a celebrity, athlete or top creator means contracts, usage rights, exclusivity, approvals and timing. The agency sits across the table from talent representatives and protects the brand's position.

• Earned media. A partnership only becomes a story if the right editors hear it first. The agency plans announcements, exclusives and trade coverage before and after launch day.

• Creator discovery and vetting. In the Influencer Marketing Hub 2026 survey, creator discovery and vetting was the function brands outsourced most often, at 19.44%, followed by content production at 15.28%. Vetting matters because fake or bot followers made up 56.5% of all reported quality issues.

• Paid amplification. CreatorIQ found that boosted creator posts (39%) and sponsored content (38%) lead the strategies brands use. Paid media gives a launch reach beyond any creator's own following.

• Measurement and brand safety. CreatorIQ reports that 72% of enterprise brands say brand safety has become more critical year over year, and that suitability now outranks follower count when brands choose creators, 22% to 8%.

The same Influencer Marketing Hub survey found that 66.33% of brands run influencer programs entirely in house, while 10.71% use an agency and another 10.71% use a hybrid model. The pattern is clear. Brands keep strategy and reporting close and bring in specialists for the heavy lifting. A national product launch is where a specialist earns its fee, because the talent deals, press relationships and activation logistics are exactly what most in house teams do only occasionally.

Why Talent Resources is the agency to hire for a national launch

Talent Resources was founded in 2007 by Michael Heller, at the start of modern cultural marketing. It began as talent procurement and grew into a full service agency covering PR, social media strategy, experiential events and paid amplification. The agency has worked with 400+ brands across every vertical, from startup direct to consumer labels to global corporations, and with talent at every tier from emerging creators to major stars.

That history matters for launches. Three things set the work apart.

First, the relationships. The agency stays agnostic, which means it represents no single talent roster and can recommend whoever fits the brief. Its founder has produced over half a billion dollars in talent deals, and the agency has built long standing ties with talent across film, television, music, sports and the creator economy.

Second, the range. Most agencies are strong in one discipline. Talent Resources runs talent procurement, PR, influencer campaigns, live events and paid media under one plan, so a launch does not get passed between vendors. The Dunkin', AXE and tm:rw campaigns below each used several of these disciplines at once.

Third, the recognition. The Financial Times named Talent Resources one of The Americas' Fastest Growing Companies in 2023, and Adweek recognized it as a Fastest Growing Agency in 2025.

The agency's own working method has four stages. Discovery means immersing in the brand, category, audience and competitors. Strategy joins talent selection, messaging, channels and paid mechanics into one narrative. Activation runs the disciplines together. Amplification measures momentum, optimizes as the campaign runs and scales what works.

The Talent Resources national launch framework

Every launch is different, but the sequence below holds up across categories.

1. Discovery and launch brief. We define the product, the audience, the launch window and the one outcome that decides success, whether that is awareness, trial, sales or press.

2. Talent strategy and procurement. We build a shortlist across celebrities, athletes and creators, matched to audience and brand values. Suitability comes first, and reach second.

3. Negotiation and deal structure. We negotiate fees, usage rights, exclusivity and, where it fits, equity or ambassador terms, as in the tm:rw partnership.

4. Story and earned media plan. We write the narrative that gives the partnership news value, then line up exclusives and trade placements around the announcement.

5. Creator and event activation. Creators, live moments and social content go out in a planned sequence, from teaser to launch day to the weeks after.

6. Paid amplification and measurement. We put media behind the best performing content and report impressions, engagement, EMV and sales signals against the goal set in step one.

Step six needs a clear measurement window. In the Influencer Marketing Hub 2026 survey, 65.9% of marketers expected payback within one month, including 48.4% within two weeks. The same report cites Meta data showing 71% of consumers buy within a couple of days of seeing creator content. Launch reporting should therefore start on day one and run well past launch week.

Services that power a national launch

• Celebrity talent procurement and partnerships. Identification, outreach, negotiation and contracting for celebrity, athlete and creator partners, including equity and ambassador structures.

• Influencer and creator campaigns. Creator selection, briefing, content production and management across Instagram, TikTok and YouTube.

• PR and earned media. Announcements, exclusives and trade relations that turn a partnership into national coverage.

• Experiential marketing and live events. Activations, premieres and fan events that give creators and press something to cover.

• Paid media and influencer amplification. Paid reach behind the strongest creator content.

• Social media management for consumer brands. Day to day channel work that keeps a launch conversation alive.

Case studies: how Talent Resources runs national launches

The five campaigns below cover a Super Bowl commercial, a video game relaunch, an equity partnership, a three year brand rebuild and a recurring holiday program. Each section covers the brief, what we did, how the work ran and what it produced. Campaign figures come from Talent Resources reporting, and the original case study pages are linked in each section.

1. Dunkin' x The Big Game: turning a Super Bowl spot into a multiweek story

Read the full Dunkin' case study

The brief. Dunkin' wanted its Super Bowl commercial to stand out in a broadcast where dozens of national brands compete for the same audience. A strong ad alone rarely produces a story that runs for weeks. It needs a celebrity pairing with built in narrative value and a press plan that keeps the campaign moving after the final whistle. Airtime has only become more expensive since. The Influencer Marketing Hub 2026 Benchmark Report puts a 30 second spot for Super Bowl LX at $7 million to $10 million, which makes the surrounding story the part of the investment a brand can still shape.

What Talent Resources did. The agency played a central role in negotiating Dunkin's deals with Ben Affleck and Jennifer Lopez for their first Super Bowl commercial. Talent Resources then led the celebrity strategy around the pairing. Instead of treating the stars as a one time cameo, the team built the campaign on what the public already knew about them: their real life marriage, and Affleck's earlier appearance in a Dunkin' drive through ad. That history gave the spot, titled "The DunKings", a storyline reporters could follow. Matt Damon and Tom Brady joined the commercial, which widened the cast and the conversation.

How the work ran. Negotiation came first, because the talent agreements set what the campaign could say and when. Media relations followed. Talent Resources secured coverage of the Affleck and Lopez partnership across entertainment and marketing trade outlets both before and after the game. The pre game window built curiosity, and the post game window kept the story in circulation once the broadcast ended. That sequencing is deliberate. A press plan that only fires on game day wastes the most valuable asset the brand has, which is the audience's attention in the days after the ad.

What it produced. The Big Game campaign generated 2B+ impressions and $800M+ in earned media value, trended number one, and sold out the campaign tracksuits in 19 minutes. Those results came from the 2024 game and remain one of the strongest examples of celebrity driven launch marketing in the agency's portfolio.

Why it worked. Borrowed trust is a large part of the answer. In the 2026 Edelman Trust Barometer, 62% of people who trust a lifestyle influencer would consider trusting a company they currently distrust if that person vouched for it. Celebrities with an existing public story carry the same effect at national scale. Dunkin' also benefited from specificity. A named storyline and tangible merchandise gave audiences something to share, which is what turns impressions into conversation.

The scale in context. The 2025 Super Bowl drew 127.7 million US viewers across television and streaming, the most watched game to date, according to Marketing Dive's reporting of NFL figures. A brand entering that room competes with every other advertiser for the same few minutes of attention. Earned media value, the measure behind the $800M+ figure, estimates what coverage would cost if a brand bought it as advertising, so it is best read as an indicator of reach and prominence rather than revenue. The 19 minute sell out is a harder signal, because it shows fans acting on the campaign. For a launch team the pairing matters. Soft measures such as EMV show how loud the story was, and hard measures such as sell out times show whether it moved people to act. Talent Resources reports both, and agrees the goal for each before the talent deals are signed.

What a launch team can take from it. Book talent early, because negotiation sets the creative boundaries. Write the story before you write the press release. Plan the two weeks after launch day as carefully as launch day itself. In 2026 the NFL's own 160 plus creator program shows the same principle at league scale: the event is the starting point, and the content around it does the lasting work.

2. Fatal Fury: City of the Wolves: relaunching a franchise through culture

Read the full Fatal Fury: City of the Wolves case study

The brief. Fatal Fury is an iconic fighting game series. Its latest title, City of the Wolves, needed to reach a new generation of players while keeping long time fans engaged. A launch aimed only at existing fans would have been loyal and small. The goal was a broader cultural moment that connected gaming, sports and entertainment.

What Talent Resources did. The agency cast KSI and IShowSpeed, two of the most watched personalities on YouTube and Twitch, to headline a cinematic game trailer. To match the fighting heritage of the series, the team paired them with two world champion boxers set to clash during the game's launch weekend. The idea joined audiences that rarely overlap: gamers, boxing fans and followers of internet culture.

How the work ran. Talent Resources built two boxing events on back to back weekends. One took place at Tottenham Hotspur Stadium in London and the other in Times Square in New York City, the first outdoor fight ever held there. At each event the team set up head to head Fatal Fury matches featuring top creators, including KSI and IShowSpeed. The agency also secured attendance from well known names across film, music, sport and television, which gave press and social feeds a reason to cover the night beyond the game itself. Event recap videos and social posts from London and New York extended the campaign past each venue.

What it produced. The campaign delivered 100M+ social impressions, with the Times Square activation adding creator participation, celebrity visibility, event content and social engagement. For a franchise relaunch, that reach came from a mix of creator audiences and live event coverage that a single channel could not have supplied.

Why it worked. The format matched how people watch. In the Influencer Marketing Hub 2026 survey, long form video (83%) and short form video (80%) were the two formats marketers most often placed in their top three for effectiveness. A cinematic trailer covers the first, and clips from live matches cover the second. CreatorIQ's 2025 research also found that organizations now run influencer campaigns on an average of five social platforms, and that 33% of creators name TikTok as the best platform for content performance. A launch built around a single post on a single channel leaves most of that reach unused.

Sprout Social's 2026 research adds another point: influencer content reaches well beyond a creator's own followers. Casting creators with cultural standing, rather than creators with only large audiences, helps a campaign travel into groups the brand does not yet reach. KSI and IShowSpeed fit that profile.

Reading the numbers. A figure of 100M+ social impressions says how often content appeared in feeds. It does not say how many people were new to the franchise, which is why the design of the campaign matters more than the total. By pairing two creators with very different fan bases and adding boxing, the team widened the pool of people likely to meet the franchise for the first time. The Times Square event added a physical moment that outlasted the match: passers by, press covering a first of its kind outdoor fight, and creators posting from the scene. CreatorIQ's 2025 research shows why live moments carry weight beyond one post. Brands now layer boosted creator posts (39%), sponsored content (38%), affiliate partnerships (33%) and user generated content (31%) instead of relying on one tactic. Event footage can feed every one of those layers, from paid boosts to creator reposts.

What a launch team can take from it. Pair creators with a real world event so the content has something to document. Mix audiences on purpose. Plan the clips before the event, because the footage is the campaign's second life.

3. tm:rw x Shaquille O'Neal: building a category defining retail partnership

Read the full tm:rw x Shaquille O'Neal case study

The brief. tm:rw, an innovation retail and retail technology company, wanted to be taken seriously by consumers, investors and industry stakeholders at the same time. A standard endorsement would have bought attention but not credibility with investors. The company needed a partner who would put money and reputation behind the business.

What Talent Resources did. The agency identified, secured and negotiated a long term partnership with Shaquille O'Neal, who joined tm:rw as an Investor, Equity Partner and Global Ambassador. This structure went well beyond a paid endorsement. It aligned his personal interest in innovation, entrepreneurship and disruptive consumer brands with the company's vision for the future of retail. Publicly, he became more than the face of the brand. He became an active stakeholder with a visible belief in its growth.

How the work ran. After the partnership was in place, Talent Resources built the communications plan around the announcement. Shaquille O'Neal gave exclusive interviews to Bloomberg, Yahoo Finance, the New York Post, WWD, Access Hollywood, Entrepreneur, the New York Business Journal and Fox 5 New York, among other outlets. The mix of outlets was chosen on purpose. Financial and business titles spoke to investors, fashion and retail trade press spoke to the industry, and entertainment and local television spoke to consumers. One announcement therefore reached three audiences, each in the outlet it already trusts.

What it produced. The partnership generated 533M+ media impressions and $4.9M in earned media value.

Why it worked. Equity changes how an audience reads a partnership. CreatorIQ's 2025 report found that brand suitability and fit are now the leading factor in how brands choose creators, selected by 22% of brands against 8% for follower count, and that 72% of enterprise brands say brand safety has grown more critical year over year. A partner who owns a stake in the company, speaks about it unprompted and appears in financial press signals alignment far more convincingly than a one time paid post. That alignment also lowers brand risk, because the partner has a financial reason to protect the company's reputation.

The Edelman 2026 findings point the same way. Trust now moves through people audiences already believe, and the report describes influencers as effective trust brokers. A respected public figure who backs a company with capital is the strongest version of that effect.

The deal behind the headlines. Equity partnerships work only when both sides want the relationship to last, which is why structure matters as much as the signature. A negotiator has to balance the talent's ambitions, the company's need for control over its message and the practical terms of how the partner will appear in public. Talent Resources worked on that structure with tm:rw leadership, so the announcement could describe a real stake rather than a sponsorship. Earned media then did the heavy lifting. The $4.9M in EMV and 533M+ impressions came from outlets such as Bloomberg and Yahoo Finance, where a business story about an investor carries more weight than a paid placement would.

For earlier stage brands the lesson holds at smaller scale. A founder friendly ambassador arrangement or an equity style deal can earn press that a standard fee cannot. CreatorIQ's 2025 report adds that enterprises now invest an average of $5.6 million to $8.1 million a year in creators, so structuring those deals well protects meaningful budgets. Clear terms on usage rights, exclusivity and public appearances also reduce the chance of disputes later, which is part of what an experienced procurement team brings to the table.

What a launch team can take from it. Consider ownership terms, not only fees. Choose the announcement outlets for the audience you need to convince, in the order you need to convince them. Count earned media as a budget line from the start, since it carried the bulk of this campaign's reach.

4. AXE: rebuilding cultural relevance through celebrity experiences

Read the full AXE case study

The brief. Unilever's AXE men's grooming brand had a perception problem. Awareness was not the issue. Relevance was. The brand needed to be talked about by editors, influencers, creators and entertainment figures in a way that changed how younger audiences saw it. No single campaign could fix that. It called for a sustained program.

What Talent Resources did. The agency used talent procurement and live experiences to put AXE where culture already gathers. Over the engagement, the program covered three Super Bowls, two Sundance Film Festivals and a club in the Hamptons that ran for three summers in a row. Each setting was picked for the guest list it attracted, since each draws editors, creators and entertainment personalities in one place.

How the work ran. Every activation had two jobs. The first was to create a press and social moment on the day, with talent appearances that gave outlets and feeds something concrete to cover. The second was to build relationships. AXE hosted editors, influencers and creators at events where they could spend real time with the brand, and those relationships carried forward from one event to the next. Returning to the same cultural moments year after year let the brand build familiarity instead of starting from zero each time. A three summer Hamptons run follows the same logic, since guests who attend in year one arrive in year three already knowing the brand.

What it produced. The campaigns generated significant press and social content each time, and AXE returned to growth during the three years the work ran. A growth recovery after a perception problem is the outcome that matters most for a consumer brand, and it came from sustained presence rather than a single burst.

Why it worked. The 2026 Influencer Marketing Hub survey found brand awareness to be the KPI marketers choose most often, but a rebuild needs more than awareness. It needs repeated, credible contact. CreatorIQ's seventh annual study found that 48% of brands now report 3x or greater return from creator marketing, which suggests that programs built for the long haul are producing results. Sprout Social's 2026 data shows that 41% of companies find it hard to match creators to brand values, and AXE shows why that matching matters. Talent that fits the brand's new direction moves perception, and talent that does not fit works against it.

Super Bowl LX in 2026 reinforced the approach. More than 160 creators attended on the NFL's invitation, and brands that planned creator content around the game could keep its conversation going well beyond the broadcast. AXE used the Super Bowl as a place to host people, not only to buy attention.

Why a three year program beats a burst. Perception problems rarely change in a single season. Each AXE event gave editors and creators another reason to cover the brand and another chance to see it with fresh eyes. Across three Super Bowls, two Sundance Film Festivals and three Hamptons summers, the cultural cues stacked up. CreatorIQ's 2025 report points to the same shift across the industry. Gifting and seeding, once the backbone of creator marketing, was cited as a top ROI driver by only 20% of brands in 2025, down from 71% in 2020. Brands have moved from handing out product to building relationships and layered programs, which is the model AXE used. Hosting also gives a brand something free product cannot, which is time. People who spend an evening with a brand in a setting they enjoy remember it differently.

What a launch team can take from it. A relevance problem needs a program, so plan three years where you would normally plan three months. Pick settings for their guest lists. Treat editors and creators as long term relationships, and measure the brand's growth, not only the campaign's reach.

5. The Children's Place: a recurring holiday program built on family friendly talent

Read the full The Children's Place case study

The brief. The Children's Place is the largest pure play children's specialty apparel retailer in North America. Its matching family pajamas program is a seasonal product with a short selling window, so each holiday needs fresh attention in a few weeks. The retailer wanted family friendly celebrities and creators who could bring warmth and humor to the program and move it into social feeds and press.

What Talent Resources did. The partnership has now run across four consecutive holiday seasons, and the first two show the method clearly. In 2020, at the height of the pandemic, the agency lined up a mix of television personalities, actors and content creators who could bring some cheer and levity during a hard year. In 2021 the retailer and Talent Resources worked again, this time alongside buy now, pay later partner Afterpay, with the Kardashian and Jenner family, known for its love of the holidays. Together they built a "Kris-Mas" celebration campaign around the matching pajamas.

How the work ran. The agency handled talent procurement for each season. It matched talent to the tone of the year, light and comforting in 2020, and big, festive and family centered in 2021. Pairing with Afterpay added a payment angle, which links the creative moment to the way families shop for gifts. Posts from the talent carried the pajamas into social feeds, and the campaign earned coverage in publications as well. Over repeat seasons the program gained recognition, because shoppers began to expect the Children's Place pajama moment each December.

What it produced. The retailer reached a wider audience than before, with earned media and social results alongside gains in brand awareness and digital traffic to its website, according to the case study. Millions of impressions came through social channels and publications.

Why it worked. Seasonal products live or die on timing. The 2026 Influencer Marketing Hub survey found that 65.9% of marketers expect payback within one month, so campaigns tied to a holiday window have to deliver quickly. Meta's own reporting, cited in the same survey, shows that 71% of consumers purchase within a couple of days of seeing creator content. Family friendly talent speaks to the parent who is deciding what to buy, and children and parents see the same posts. Sprout Social's 2025 data reports that 90% of marketers say sponsored influencer content earns more engagement than organic content, which supports putting talent in front of the product rather than relying on brand posts alone.

Repeat seasons as a learning advantage. A program that returns each year gives a brand something one off campaigns lack, which is history. By the second season the team had a full season of results to learn from. The 2020 and 2021 sequence shows the method. The first season used a broad mix of personalities and creators to bring levity. The second concentrated on one well known family and added a payment partner, which sharpened both the story and the reason to buy. Four seasons on, the program has become part of the retailer's holiday calendar. CreatorIQ's 2025 research notes that only 20% of brands now rank gifting as a top ROI driver, against 71% in 2020, which shows how far the industry has moved toward planned, repeatable programs of this kind. Planned talent programs also make budgeting easier, since each season builds on a known format.

What a launch team can take from it. Lock talent early for any seasonal launch. Match the creative tone to the mood of the moment. Reuse what works. A program that returns each year compounds, and it gets cheaper to build each time because the audience already knows what to expect.

More launch proof from Talent Resources

Beyond the five case studies, the agency's recent launch and activation work includes:

• InMode: 2.7B+ media impressions.

• Motorola Razr+ (#FlipTheScript): a creator and celebrity campaign with Paris Hilton, Kim Petras and Coco Jones.

• Samsung SmartThings: a campaign with Brooks Nader.

• Kalshi: activations around the Super Bowl and the Oscars.

• Levi's x Euphoria: 48.3M+ impressions and $786.3K+ in EMV.

The full list is on the Talent Resources case studies page.

How to choose an influencer agency for a national launch

A short checklist helps. Ask every agency you consider the following.

1. Can you show talent deals you negotiated, not only creators you booked? Negotiation experience separates a launch partner from a booking service.

2. What earned media did your last launch produce, and in which outlets? Ask for numbers and named coverage.

3. How do you vet creators? The Influencer Marketing Hub survey found fake or bot followers account for 56.5% of reported quality issues, so you want a documented process.

4. How do you rank suitability against reach? CreatorIQ found brands now place suitability first, at 22%, ahead of follower count, at 8%.

5. How will you measure results, and when do you start reporting? Measurement remains the top challenge in CreatorIQ's research, at 26%.

6. Which of your people will work on my launch, and from which office? Local press and event knowledge matters.

Our own guides go further on this topic. See how to choose an influencer marketing agency, and compare the top influencer marketing agencies for consumer brands. If your launch depends on securing a big name, read the top celebrity partnership agencies guide. For campaigns built around major events, see agencies for Super Bowl and award show activations, and for athlete deals see the guide to celebrity and athlete brand collaborations. Two related posts cover how an influencer product launch campaign works and the best strategies for finding celebrity influencers for a US product launch. You can also see our dedicated product launch campaigns service page.

Where we work

Talent Resources is headquartered in New York and runs launches from offices in London, San Francisco, Los Angeles, Atlanta, New Jersey, New York, Florida and Riyadh. A national launch often needs more than one of them. Press in New York, talent in Los Angeles, events in Atlanta or Florida and a regional push in London or Riyadh can all sit inside one plan, run by one team.

Frequently asked questions

What does an influencer marketing agency do for a national product launch?

An influencer marketing agency plans and runs the people side of a launch. It finds and negotiates with celebrities and creators, writes the story that earns press, produces content, puts paid media behind the best posts and reports results. Talent Resources also adds PR and live events, so one team handles the whole launch.

How much does a national influencer launch campaign cost?

Cost depends on talent tier, number of creators, usage rights, events and paid media. The Influencer Marketing Hub 2026 survey found rising creator costs to be marketers' top challenge, at 35.4%. For scale, a 30 second Super Bowl spot reportedly costs $7 million to $10 million. Talent Resources builds a custom proposal after a short discovery call.

Is influencer marketing effective for product launches?

Yes, when it is planned well. CreatorIQ's 2026 study found 48% of brands report 3x or greater return from creator marketing. Edelman's 2026 research found that 62% of people who trust a lifestyle influencer would consider trusting a distrusted brand that the influencer recommends. Results depend on talent fit, story and paid support.

Should a launch use celebrities, creators or both?

Most national launches use both. Celebrities bring broad recognition and press interest. Creators bring niche trust, fast content and platform skill. The Dunkin' campaign leaned on celebrity storytelling, while Fatal Fury: City of the Wolves paired creators with live events. Talent Resources recommends the mix that fits your audience and budget.

Which platforms work best for influencer product launches?

It depends on the audience and goal. In the Influencer Marketing Hub 2026 survey, TikTok was the most selected platform for investment plans, at 31%. CreatorIQ found Instagram is the most used platform among brands, at 85%, and brands run campaigns on about five platforms. Most launches combine Instagram, TikTok and YouTube.

How early should a brand start planning an influencer launch?

Start talent conversations well before the announcement date. Contracts, approvals, usage rights and creator production all take time, and the best talent has full calendars. Press plans also need lead time. Talent Resources usually begins with discovery and talent strategy first, then locks the launch calendar around confirmed dates.

How do you measure the success of an influencer launch?

We set one primary goal in discovery, such as awareness, trial or sales, then track impressions, engagement, earned media value and sales signals against it. The Influencer Marketing Hub 2026 survey found brand awareness is the most common KPI. Talent Resources reports impressions and EMV for every campaign, including Dunkin' and tm:rw.

How do you choose an influencer marketing agency for a national brand launch?

Look for proof of negotiated talent deals, named press coverage, a creator vetting process, clear measurement and brand safety standards. CreatorIQ found brands now rank fit above follower count, 22% to 8%. Ask which team members will work on your launch, and review case studies with real numbers.

What makes Talent Resources different?

Talent Resources started as a talent procurement firm in 2007 and still negotiates its own talent deals, which many influencer agencies outsource. It also runs PR, events and paid media in house. The agency has worked with 400+ brands, and its campaigns include Dunkin', AXE and tm:rw.

Where is Talent Resources based, and can it run launches outside the US?

Talent Resources is headquartered in New York and has offices in London, San Francisco, Los Angeles, Atlanta, New Jersey, Florida and Riyadh. That footprint lets the agency run national US launches and coordinate campaigns in the United Kingdom and the Middle East from one team.

Start your national product launch

If you have a launch date, a product and a goal, we can build the plan around them. Talk with our team about talent, creators, press and paid media working together.

• Book a launch strategy session

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