Product Launch PR and Marketing

TL;DR

A new product gets one first impression, and most launches never earn it. NielsenIQ found that only about one in three new FMCG launches in 2025 reached even 1% of households across the EU5 markets. PR earns credibility, marketing builds reach, and celebrity and creator partnerships put a trusted face next to the product on day one.

Talent Resources plans all of it as a single program: talent procurement, media relations, social content, paid amplification, experiential activations, and ROI reporting. Our case studies show the model at work for Motorola, Kalshi, InMode, Got Milk?, and The Athlete's Foot. Budgets are moving in the same direction, with 87.49% of marketers expecting their influencer budgets to rise in 2026, according to the Influencer Marketing Hub benchmark report.

If you have a launch date, talk to our team and we will build a custom proposal around it.

Disclosure: this page is published by Talent Resources, the agency it describes. Third party statistics are attributed to their original sources, and every source link appears in the Data sources section at the end.

Why product launches need PR and marketing working together

A launch is a short window. Buyers decide within days whether a new item deserves their attention, and they decide in a market full of competing announcements.

The numbers show how hard that window is. NielsenIQ's 2026 report on new product development in Western Europe found that only about one in three new FMCG launches in 2025 reached 1% of households across the EU5 markets. Fewer than one in five beat their category benchmark on both trial and repeat purchase (NIQ, 2026). In the US, Circana reports that new items added 4.2 percentage points of growth to total CPG in 2025 while existing items pulled growth down by 1.2 points (Circana via The Shelby Report, June 2026). Brands that do not launch fall behind, and brands that launch badly waste the spend.

That is the gap product launch PR and marketing closes. PR earns the credibility, because a story in a respected outlet carries weight that an ad cannot buy. Marketing supplies the reach and the paths to purchase. Influencer and celebrity partnerships connect the two by placing a trusted voice beside the product while attention is highest.

When these pieces run as separate projects with separate agencies, messages drift and timing slips. When one team plans them together, a press hit becomes a social post, a social post becomes a paid ad, and each step lifts the next. This is how Talent Resources approaches every launch, and it is why brands looking for a product launch PR agency often come to us after trying to stitch the pieces together themselves.

What 2025 and 2026 data says about launch marketing

We only quote recent research here, and every figure links to its source.

Creator budgets keep growing

Influencer Marketing Hub surveyed more than 600 marketers for its 2026 benchmark report. It found that 87.49% expect their influencer budget to increase in 2026, only 5.55% expect a decrease, and 72.22% expect an increase of 50% or more (Influencer Marketing Hub, May 2026). EMARKETER forecasts that US brands will spend $13.7 billion on influencer marketing by 2027, up from $10.5 billion in 2025 (EMARKETER, March 2025 forecast). CreatorIQ's sixth annual State of Creator Marketing report, based on 1,723 marketers, agencies, and creators, found that creator marketing investment rose 171% in the past year and that brands now expect scalable ROI in return (CreatorIQ via Business Wire, October 2025).

Speed to payback is the new standard

In the same Influencer Marketing Hub survey, 65.9% of respondents expect payback within one month, and 48.4% expect it within two weeks. Launch programs fit that expectation, because they are built around a fixed date and a concentrated burst of attention. The same report found that rising creator costs are the top challenge for marketers at 35.4%, which is a reason to plan talent early and negotiate with experienced partners.

Trust is local and personal

The 2026 Edelman Trust Barometer surveyed 33,938 adults in 28 countries and found that trust is becoming more local (Statista summary of the 2026 Edelman Trust Barometer). Roughly 70% of respondents now hold an insular mindset, according to coverage of the report from Davos (Fortune, January 2026). For a launch, that makes the choice of messenger decisive. A voice the audience already trusts will move people further than a brand speaking for itself.

Journalists want relevance

Muck Rack's State of Journalism 2026 reports that 86% of journalists say at least some of their work began with a PR pitch. Yet 43% say it is rare to receive pitches relevant to their beat, 70% value clear relevance above everything else in a pitch, and 69% prefer pitches under 200 words (Muck Rack State of Journalism 2026, summarized by University of Minnesota Marketing Communications). Targeted, short, well timed pitches win coverage. Mass blasts do not.

AI is changing how people find new products

Circana's 2025 New Product Pacesetters research, released in May 2026, found that 34% of consumers now use AI to explore new CPG options and 25% have bought something based on a personalized AI recommendation (Circana via The Shelby Report). The same research found that the 2025 Pacesetter launches earned $6.2 billion in combined year one sales, with a median of $19 million (Circana, 2026). In our view, this raises the value of earned coverage on reputable sites, because clear, well sourced information about a product is what AI tools draw on when they answer shoppers.

PR teams are adopting AI, and journalists still decide

Muck Rack's State of PR 2025 surveyed 1,089 PR professionals. It found that 59% expect AI and automation to grow in importance over the next five years and 77% already use tools like ChatGPT in their work (Muck Rack via GlobeNewswire, August 2025). Tools speed up research and drafting. The relationships that get a story placed still belong to people, which is where an agency with two decades of media and talent contacts earns its fee.

What product launch PR and marketing includes

A complete launch program covers six areas. You can buy them one at a time, but they perform best when planned together.

Product launch media relations

Media relations is the foundation. We build a launch narrative, identify the reporters, editors, and producers who cover your category, and pitch each one with an angle that fits their beat. Embargoes, exclusives, product seeding, and press events are scheduled so coverage lands in the right order. For brands that need a broader communications plan, our PR and brand communications team handles messaging, reputation, and corporate announcements alongside the launch. See also our PR and brand communications services.

Influencer marketing for product launches

Creators give a launch reach, content, and social proof at the same time. We match your product to creators whose audiences already fit your buyer, brief them on the story, and coordinate posting so content lands in the same window as press coverage. Short form video leads here: in the 2026 Influencer Marketing Hub report, 80% of brands placed short form video in their top three most effective formats, and 83% did the same for long form video. Our guide on finding celebrity influencers for a US product launch walks through the selection process in detail.

Celebrity partnerships and talent procurement

Some launches need a name that stops the scroll. Talent Resources began as a talent procurement business and has built relationships across film, television, music, sports, and the creator economy. We source talent, negotiate terms, manage contracts and payments, and align the creative so the partnership feels natural to the person and to the brand. Learn more about our celebrity talent procurement and partnerships service.

Launch events and activations

A live moment gives a launch something to photograph and talk about. We produce launch parties, pop ups, red carpet appearances, and fan experiences, then turn each one into content for press and social channels. Our experiential marketing and live events team plans these alongside the PR calendar so the event and the story arrive together.

Paid amplification

Organic reach fades quickly after launch week. Paid amplification extends the life of the best creator and press content by putting it in front of precise audiences. We use creator posts as ads, retarget viewers who engaged, and shift budget toward the formats that convert. This work sits within our paid media and influencer amplification offering.

Social media and brand messaging

The brand's own channels have to carry the launch story too. We plan the content calendar, manage community replies, and keep messaging consistent with the press narrative and the creator content, so a shopper who sees the product in three places hears one clear idea.

How Talent Resources runs a product launch

Every launch is different, but our process follows the same nine steps. Each step has an owner, a deliverable, and a date.

1. Discovery and brand analysis. We study your product, category, competitors, pricing, and goals, and agree on what a successful launch looks like in numbers.

2. Audience research. We define who buys, where they spend time, which publications they read, and which voices they trust.

3. Campaign strategy. We set the launch narrative, the key messages, the markets, and the mix of PR, creator, celebrity, event, and paid activity.

4. Talent and creator selection. We shortlist celebrities, athletes, and creators by audience fit, brand safety, availability, and budget, then negotiate and contract the chosen partners.

5. Content planning. We map every post, press release, pitch, event, and ad to a launch calendar so nothing collides or goes missing.

6. Launch execution. Press, creator content, events, and social posts go live in the planned sequence, with the team monitoring conversation in real time.

7. Paid amplification. We put budget behind the content that earns the strongest response and extend its reach.

8. Analytics and optimization. We track impressions, engagement, coverage quality, traffic, and conversions, and adjust the plan while the launch is still live.

9. ROI reporting. You receive a clear report that ties activity to the goals set in step one.

Plan the launch window early. A full quarter of runway gives time to secure talent, finalize contracts, and pitch long lead media. If your date is closer than that, we can still build a focused program around the channels most likely to move the needle.

Why Talent Resources is the agency to call for a launch

Talent Resources was founded in 2007 in the early days of modern cultural marketing, and it began with talent procurement. Over two decades the agency added public relations, social media strategy, experiential marketing, and paid amplification, so a brand can now run a full launch with a single partner. The agency has worked with more than 400 brands, from direct to consumer startups to global corporations, and was recognized as an Adweek Fastest Growing Agency in 2025.

Our founder, Michael Heller, started in entertainment law, moved into managing commercial work for young Hollywood stars, and has produced more than half a billion dollars in talent deals. That background matters on a launch, because celebrity and creator partnerships succeed or fail on the quality of the relationship and the contract behind them. Talent Resources stays agnostic about talent and represents the full range of options, so recommendations follow the brief and not an internal roster.

Here is what that means in practice for a launch:

• One team plans talent, press, social, events, and paid media, so messages stay consistent from the first pitch to the last ad.

• Direct relationships across film, television, music, sports, and the creator economy shorten the path from idea to signed partner.

• Brand safety and audience quality checks happen before contracts, which matters when fake or bot followers account for 56.5% of reported influencer fraud and quality issues in the 2026 Influencer Marketing Hub survey.

• Reporting ties coverage, creator performance, and paid results to the goals set at the start.

• Eight offices in London, San Francisco, Los Angeles, Atlanta, New Jersey, New York, Florida, and Riyadh keep the team close to the markets where launches happen.

Brands comparing agencies can also read our overview of the top PR and influencer marketing agencies in the United States. We think the case studies below make the argument better than any claim we could write about ourselves.

Product launch case studies

The five case studies below span technology, financial services, medical aesthetics, food, and retail. Each one shows a different launch problem and how Talent Resources approached it. The performance figures we publish are limited to audited results, and the full case study pages carry additional detail.

Motorola: relaunching the Razr+ with celebrity influence

The brief

Motorola had a smartphone with a famous past and a new audience to win. The Razr+ is a redesigned version of the flip phone that was everywhere in the 2000s. The challenge was to introduce it to a generation that never owned the original while still honoring the people who remembered it. A spec sheet alone would not carry that story. Motorola needed cultural relevance, and it needed social content that people would want to share.

Motorola partnered with Talent Resources to amplify the relaunch through a celebrity and influencer led campaign. Our work sat in the consumer technology and smartphone category and was delivered as celebrity and influencer marketing.

What Talent Resources did

Talent Resources brought together Paris Hilton, Kim Petras, and Coco Jones, three personalities with large and distinct audiences in fashion, music, and entertainment, and aligned them with Motorola's #FlipTheScript campaign. The activation combined nostalgia for the original 2000s Razr with contemporary fashion, music, and social culture. That mix gave the product a story older fans could recognize and younger fans could discover for the first time.

The team handled the pieces that decide whether a celebrity partnership feels authentic: choosing talent whose audiences fit the product, aligning each person's creative with the campaign idea, and coordinating how and when the content reached social feeds. The result was a set of highly shareable posts built around the phone's design and the cultural moment, not around a product feature list.

Why this approach works for launches

A relaunch has the same core problem as a new launch: people need a reason to look. Pairing nostalgia with current voices gives them one. The 2026 Edelman Trust Barometer found that trust is concentrating in familiar, nearby sources, and that roughly 70% of respondents hold an insular mindset (Fortune, January 2026). In that environment, a recommendation from a voice the audience already follows carries more weight than a brand announcement.

Format matters too. In the 2026 Influencer Marketing Hub benchmark report, 80% of brands ranked short form video among their three most effective content formats (Influencer Marketing Hub, 2026). A flip phone is an object that looks good in motion, and short video lets the audience see it open and close, which a press release cannot do.

What launch teams can take from it

First, tie the product to a feeling the audience already has. Nostalgia worked here because the product had real history. Your launch may rely on a different feeling, such as status, humor, or belonging, and the right talent will differ accordingly. Second, pick personalities from different corners of culture so the campaign reaches several audiences at once. Third, keep one campaign idea, here a single hashtag, across every post so the content adds up.

Circana's 2025 New Product Pacesetters research found that the most successful launches of the year engaged consumers on an emotional and sensory level (Circana via The Shelby Report, June 2026). The Motorola campaign was built on the same principle. If your product is entering a crowded category, our team can help you find the emotional hook before the first creator is booked.

How we would apply this to your launch

If you are relaunching a product with a recognizable past, we start by listing what the audience already remembers and what they have never seen. Then we choose talent who can speak to both groups. Each person is briefed on the single campaign idea, content formats are agreed before anyone posts, and the posting order is planned so the first wave of content builds anticipation for the second.

Press outreach runs beside the social plan, with reporters who cover technology, fashion, and entertainment given early access to the story. Paid amplification then puts the strongest posts in front of audiences who match the buyer profile. Our team can walk through how the same structure would fit your product and your calendar.

Read the full Motorola Razr+ case study.

Kalshi: Super Bowl and Oscars activations for a fintech brand

The brief

Kalshi is a prediction markets platform, a category many consumers were still learning about. Its goal was to build cultural conversation and drive app downloads. The brand needed to reach audiences who follow sports and entertainment, and it needed to show them what the product does in a way that felt fun and immediate. Big television moments were the obvious stage. The difficulty was showing up on that stage without a large legacy brand behind the product.

Talent Resources partnered with Kalshi on talent led activations around Super Bowl weekend and the Oscars, combining social first content with red carpet visibility. The work sat across celebrity and influencer marketing, talent procurement, and social activations.

What Talent Resources did

The campaign featured A Boogie Wit Da Hoodie, Jordyn Woods, Mario Lopez, and Kevin O'Leary. Each one brought a different audience: music, fashion and lifestyle, television, and business. The activations used culturally relevant predictions and timely entertainment moments to drive conversation and user generated content, which pointed viewers toward the app.

Behind the visible posts, Talent Resources managed the full lifecycle of the partnerships: talent procurement, negotiation, contracting, payment coordination, creative alignment, execution, and social amplification. That full lifecycle is easy to underestimate. A launch tied to a live event cannot afford a missed contract or a late creative approval, because the moment will not come back.

Why this approach works for launches

Kalshi's campaign was built around two live events with fixed dates. Date driven launches reward agencies that can move quickly and manage detail. The Influencer Marketing Hub 2026 benchmark found that 65.9% of marketers expect payback within one month and 48.4% within two weeks (Influencer Marketing Hub, 2026). When payback windows are that short, there is little room for slow approvals or loose contracts.

The CreatorIQ State of Creator Marketing report points the same way. It found that creator marketing investment grew 171% and that brands now expect scalable ROI from creator programs (CreatorIQ via Business Wire, October 2025). A campaign designed around a measurable action, such as an app download, meets that expectation better than one designed only for awareness.

What launch teams can take from it

Pick moments your audience already cares about and place the product inside them. Use talent whose audiences overlap with your target buyers but differ from each other. Give creators a prompt that invites participation, such as a prediction, so audiences make their own content in response. And make sure someone owns the logistics, because contracts, payments, and approvals decide whether the creative idea reaches the feed on time.

For brands planning launches around large live events, our team also covers experiential marketing and live events, so the on site presence and the social content can be planned together. Our work for Kalshi shows how a category newcomer can borrow cultural momentum responsibly through well matched talent.

How we would apply this to your launch

For a launch tied to a live event, we work backward from the date. Talent shortlists, contract terms, and payment schedules are settled first, because they take the longest and cannot be rushed once the event is close. Creative alignment follows, with each personality given a clear prompt and room to use their own voice.

On the day, the team monitors conversation, answers questions, and amplifies the posts that perform best. Afterward, we report on conversation, engagement, and the action you care about, whether that is an app download, a sign up, or a store visit. If your launch has a fixed date and a measurable goal, this is the model we would bring to it.

Read the full Kalshi celebrity influencer marketing case study.

InMode: a Breast Cancer Awareness Month campaign with built in giving

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The brief

InMode is a leading global provider of energy based, minimally invasive and non invasive aesthetic solutions. October is recognized worldwide as Breast Cancer Awareness Month, and InMode wanted to honor people affected by the disease while raising awareness for breast cancer research. The company called on Talent Resources to secure a group of influencers who could carry the message to large, engaged audiences.

This is a different kind of launch from a product debut. It launches a campaign, a hashtag, and a giving mechanism at the same time. The same rules still apply: the idea has to be easy to join, the messengers have to be credible, and the results have to be measurable.

What Talent Resources did

InMode created its first annual #InformedByInMode Instagram Challenge with three aims: inform, educate, and donate. Talent Resources secured influencers including Kyle Richards, Adrienne Bailon, Chanel Iman, and Catherine Giudici. Each participating personality was asked to challenge friends and followers to wear pink and post a show of support.

The giving mechanic was simple. Once the hashtag reached 100,000 cumulative likes across all posts using it during the campaign, InMode donated to several reputable breast cancer research funds. That threshold turned every like into a small contribution to the cause and gave followers a reason to participate beyond the celebrity's own post.

Across our work with InMode, campaigns have generated more than 2.7 billion media impressions.

Why this approach works for launches

A shared goal beats a sales message when you want people to take part. Because the donation depended on audience action, followers were not only watching a campaign but also helping to complete it. That kind of participation is what Sprout Social's Q1 2025 Pulse Survey was pointing at when it found that 59% of marketers planned to expand their influencer marketing efforts in 2025, with awareness and audience trust among the reasons (Net Influencer on Sprout Social research, 2025).

Awareness is also what most marketers measure first. In the 2026 Influencer Marketing Hub report, 89% of brands increasing their budgets selected brand awareness as a key performance indicator (Influencer Marketing Hub, 2026). A campaign with a clear hashtag and a clear threshold makes awareness easy to count, because every qualifying post adds to a visible total.

What launch teams can take from it

If your launch has a cause or community angle, build it into the mechanics from the start. Name the goal, set a threshold people can see, and tell everyone how close they are. Choose talent with a real link to the cause, since audiences notice when a partnership is only a paycheck. Select a single platform for the mechanic, as InMode did with Instagram, so the count stays clean.

Our team plans cause campaigns with the same care as product launches, including the PR and brand communications work that explains the partnership to the press and the public.

How we would apply this to your launch

When a brand wants to pair a launch or announcement with a cause, we begin by choosing a cause that fits the company honestly and a mechanic that is easy to explain in one sentence. We then match talent who already have a connection to the issue, agree on how the count will be tracked, and plan how progress will be shared with followers during the campaign.

The public relations team prepares the story for the press, including how the giving works and who benefits, so coverage supports the social activity instead of competing with it. After the campaign closes, we report on participation and confirm that the commitment to donate is communicated clearly. Clear rules and clear follow through protect both the brand and the cause.

Read the full InMode case study.

Got Milk?: moment marketing for the California Milk Processor Board

The brief

The California Milk Processor Board created Got Milk?, one of the best known slogans in American advertising. During the pandemic, the board wanted to do more than advertise. It wanted to support charitable relief efforts and to celebrate the creativity of children stuck at home, while reminding people of the benefits of drinking real milk.

That meant speaking quickly and with sensitivity at an uncertain time. The campaign had to feel useful to families, and it had to move at the pace of the news. Talent Resources was enlisted to secure influencers and talent to promote a range of programs, working in association with the board.

What Talent Resources did

Talent Resources led a moment marketing program built around timely cultural dates and the circumstances people were living through. The roster of celebrities and influencers was broad: Marsai Martin, Matt Bomer, Jaime Camil, Mario Lopez, Kyle Kuzma, Alejandra Espinoza, Brian Baumgartner, Julissa Calderon, Tori Spelling, Christina Milian, and others.

The program included a #HealthyAtHome campaign featuring Kyle Kuzma in April 2020, a Stay At Home campaign featuring Alejandra Espinoza the same month, and a National Milk Day campaign in January 2021. The range of talent reached sports fans, Spanish language audiences, television viewers, and parents. Each campaign tied the brand to a moment that families were already living.

Why this approach works for launches

Moment marketing gives a campaign a natural reason to exist. New products can use the same method by attaching to a cultural date, a live event, or a shared experience, so the launch feels timely and not forced. It requires speed, because the moment passes, and it requires judgment, because the wrong tone at the wrong time damages trust.

Circana's analysis shows why timing and relevance matter for new items. In 2025, new products contributed 4.2 percentage points of growth to total CPG while existing items subtracted 1.2 points, so a category depends on fresh news to grow (Circana via The Shelby Report, June 2026). Brands that give shoppers something new to talk about, in a form that fits the moment, stand a better chance of being noticed.

What launch teams can take from it

Build a calendar of cultural dates and live events that fit your product, and keep room in the plan for moments you cannot predict. Pre approve messaging guidelines with your legal and brand teams so creators can post quickly. Match each talent partner to the audience for that moment, as this program did by pairing a basketball player with a health message and a Spanish language star with a stay at home message.

Finally, treat each moment as part of a longer story. The Got Milk? program ran from April 2020 into January 2021 across several themes, and it still read as one brand speaking in one voice. A launch that stretches over a season benefits from the same discipline.

How we would apply this to your launch

We build a moment calendar in discovery. It lists the national days, seasonal events, sporting dates, and entertainment moments that fit your product, and it marks the ones where your brand has a credible reason to speak. For each moment we shortlist talent, draft the creative approach, and agree on approvals in advance, so posts can go live when the news breaks.

We also keep a reserve of budget and approved talent for moments no one predicted. A brand that has done this preparation can respond in hours, not weeks. That speed, combined with a steady brand voice, is what turns a series of posts into a program people recognize. Our team can build a calendar like this around your launch window.

Read the full Got Milk? case study.

The Athlete's Foot: hyper local launch programming across the US and Caribbean

The brief

The Athlete's Foot is a retailer with priority markets across the United States and the Caribbean. For its 2022 programming, the brand wanted partners who could connect with shoppers in specific places, not a single national message. It also wanted to drive sales and raise brand awareness through events, partnerships, and press.

That is the situation many retail and consumer brands face when they open stores or introduce new lines. National reach is useful, but shoppers still decide locally. A launch program has to work in the neighborhoods where the products are on the shelf.

What Talent Resources did

Talent Resources secured several hyper targeted brand partners for programming in The Athlete's Foot priority markets. Over six months, the influencers involved created more than 40 unique pieces of content, along with multiple in person activations tied to local charity and philanthropic initiatives. The work covered celebrity and influencer marketing, social media management, and public relations.

The public relations team worked alongside the content program to amplify events and partnerships. That meant strategic pitches to media, press releases, and coordination between what happened on the ground and what appeared in print and online. The aim was to drive sales and build awareness by making each activation visible beyond the people who attended.

Why this approach works for launches

Local relevance is what journalists ask for most. Muck Rack's State of Journalism 2026 reports that 70% of journalists value clear relevance to their beat in a pitch, and 43% say relevant pitches are rare (Muck Rack State of Journalism 2026, summarized by University of Minnesota Marketing Communications). A charity activation in a specific community gives local reporters a story with a place, people, and a purpose, which is the kind of pitch that gets read.

The agency model matters here as well. In the Influencer Marketing Hub 2026 survey, creator discovery and vetting was the most commonly outsourced function at 19.44%, followed by content production at 15.28% (Influencer Marketing Hub, 2026). Finding the right voices market by market is slow work, and it is where an agency with an established network saves a brand the most time.

What launch teams can take from it

Pair every creator activation with a local reason to care. A charity tie in, a store event, or a community partner gives the press a story and gives followers a reason to show up. Run content, events, and PR as one program, so each activation produces posts, photos, and a press angle. And plan for steady output over several months, because six months of regular content builds more recognition than a single burst.

For retail and consumer brands planning a rollout across multiple regions, our team can also support city specific programs through our offices in the United States, London, and Riyadh. See how we plan product launch campaigns across channels and markets.

How we would apply this to your launch

For retail and consumer brands, we begin with the map: which cities, neighborhoods, and store locations matter most, and who the trusted voices are in each. We then pair creators and partners with local charity or community initiatives, plan the in person activations, and schedule content so each event produces posts and press material.

Our public relations team pitches local and trade media with stories built around the people and places involved, while social media management keeps the brand's own channels active between events. Reporting shows which markets responded most, so budget can move toward them as the program continues. The full case study page includes social and press highlights from the program.

Read the full Athlete's Foot case study.

Browse all Talent Resources case studies

If your category is not covered above, our full case study library includes work with Motorola, Dunkin', tm:rw with Shaquille O'Neal, Levi's, Samsung SmartThings, and The Children's Place. Selected audited results from that library:

• Motorola Razr+ (#FlipTheScript): Paris Hilton, Kim Petras, and Coco Jones relaunched the flip phone for a new generation.

• Dunkin' x The Big Game: more than 2 billion impressions and more than $800 million in earned media value, with merchandise sold out in 19 minutes.

• tm:rw x Shaquille O'Neal: more than 533 million impressions and $4.9 million in earned media value.

• Levi's x Euphoria: more than 48.3 million impressions and more than $786,300 in earned media value.

• Fatal Fury: City of the Wolves: more than 100 million social impressions, including a Times Square activation with KSI and IShowSpeed.

  
  

How to create a successful product launch PR and marketing strategy

A strong new product launch strategy answers five questions before any creative work begins.

1. Who is the buyer, and where do they already pay attention? Start with audience, not channel.

2. What is the single idea people should remember? Every press pitch, creator brief, and ad should trace back to it.

3. What is the launch moment? Pick a date, an event, or a cultural window and build the calendar around it.

4. Who will carry the message? Choose journalists, creators, and talent for audience fit and credibility.

5. What counts as success? Set numbers for coverage, reach, engagement, traffic, and sales before launch day.

A product launch marketing agency should help you answer these in writing and then turn the answers into a plan. Our product launch campaigns service starts with exactly that discovery work.

How PR and influencer marketing support new product launches

PR and influencer marketing cover different parts of the buyer's decision. Product launch public relations builds credibility, because third party coverage tells readers the product is worth attention. Influencers add demonstration and social proof, because a creator can show the product in use and answer questions in the comments.

Together they produce more than either could alone. A feature in a trade or lifestyle outlet gives creators something credible to reference, and creator content gives reporters evidence that the audience cares. Our guide to influencer product launch campaigns explains how we sequence the two.

Product launch press coverage also supports discovery through search and AI tools. With 34% of consumers using AI to explore new CPG options, according to Circana, clear and well sourced coverage gives those tools accurate material to work from.

Product launch marketing strategies for global consumer brands

Global launches add a layer of coordination. The product may debut in one market, roll out in another, and reach a third months later, while the press and creator landscapes differ in each.

Our approach for global consumer brands has three parts. We keep one core story so the brand stays recognizable everywhere. We adapt the messenger, the media list, and the cultural references to each market so the launch feels local. And we sequence the rollout so content created in one market supports the next. Offices in London, San Francisco, Los Angeles, Atlanta, New Jersey, New York, Florida, and Riyadh let us staff each market with people who know its press and its talent. Brands planning a multi market rollout can also review our overview of agencies for product launch campaigns with influencers.

Celebrity partnerships, brand ambassadors, and entertainment tie ins

Many launches benefit from a face the audience recognizes. Talent Resources handles celebrity booking, contract negotiation, and brand ambassador programs, and plans entertainment partnerships that give a product a place in culture. We match each product with talent by audience fit, availability, and budget, then manage payment and creative alignment so the partnership runs on time. The same team plans the press that follows, so a talent announcement becomes a media story and not only a social post.

How to choose a PR agency for a new product launch

Brands often search for the best product launch PR agencies for consumer brands, and the results can look alike. The questions below help separate agencies that have run launches from those that have only described them. Our guide on how to choose an influencer marketing agency covers the same ground in more depth.

• Ask for launch case studies in your category, with named results. Vague claims are a warning sign.

• Check whether the agency has direct press and talent relationships or relies on third parties.

• Look for one integrated plan covering PR, creators, events, social, and paid media.

• Ask how the agency screens creators for audience quality. Fake or bot followers account for 56.5% of reported fraud and quality issues in the 2026 Influencer Marketing Hub survey.

• Confirm how results will be reported and against which goals.

• Ask about costs early. Rising creator fees are the top challenge for marketers at 35.4%, so transparency matters.

• Check local presence in the markets where you are launching.

Talent Resources welcomes these questions. If you are comparing agencies, our overview of PR and brand communications services shows how our public relations work connects to the rest of a launch.

Where Talent Resources works

Talent Resources is headquartered in New York and operates globally. The agency has offices in:

• London

• San Francisco

• Los Angeles

• Atlanta

• New Jersey

• New York

• Florida

• Riyadh

Whether the launch is a single city event or a multi market rollout, the same team plans talent, press, social, and paid activity, and local offices handle the relationships on the ground.

Start your product launch with Talent Resources

A launch happens once. The brands that win are the ones that plan talent, press, social, events, and paid media as one program, and start early enough to do it well.

Talent Resources can help with:

• A launch strategy built around your date and goals

• Celebrity and creator partnerships, from sourcing to contract

• Media relations and press coverage

• Launch events and activations

• Paid amplification and reporting

Book a consultation to talk through your launch with our team. You can also request a strategy session, speak with our influencer and PR experts, or ask for a custom proposal. Tell us the product, the date, and the markets, and we will respond with a plan.

Frequently asked questions

What is product launch PR and marketing?

It is the planned mix of media relations, influencer and celebrity partnerships, paid amplification, social content, and events used to introduce a new product. PR earns credibility through press coverage, while marketing builds reach and drives purchases. Planned together around a fixed launch date, the pieces reinforce each other, so buyers see consistent messages in news, social feeds, and ads.

How does a product launch PR agency work?

An agency studies your product, audience, and goals, then builds a launch narrative and calendar. It pitches journalists, secures creators and celebrities, produces events, and coordinates social and paid content so everything lands in the same window. After launch it reports on coverage, engagement, and results. Talent Resources runs all of these steps through one team.

When should you start planning a product launch campaign?

Start about a quarter before launch when possible. That gives time to refine messaging, secure celebrity or creator partners, finalize contracts, and pitch long lead media. Shorter timelines can still work with a focused plan built around the most effective channels. Talent Resources can advise on what is realistic once we know your date and goals.

How much does product launch marketing cost?

Cost depends on scope, including the number of markets, the tier of talent, event production, media spend, and campaign length. Creator costs are rising, and 35.4% of marketers name them their top challenge in the 2026 Influencer Marketing Hub report. Talent Resources builds custom proposals after a discovery call so the budget matches your goals.

Does influencer marketing help new product launches?

Yes, when creators fit the audience and the content is planned around the launch date. In the 2026 Influencer Marketing Hub report, 87.49% of marketers expect to raise influencer budgets. Our Motorola and Kalshi campaigns used celebrity and creator content to build conversation around a relaunch and to drive app downloads.

Why use celebrity partnerships for a product launch?

A well matched celebrity gives a launch immediate attention and borrowed credibility. Talent Resources paired Paris Hilton, Kim Petras, and Coco Jones with the Motorola Razr+ relaunch to connect nostalgia with current culture. Success depends on audience fit, contract terms, and creative alignment, which is why talent procurement is part of our launch service.

How do you measure product launch success?

Start with goals set before launch, such as earned media coverage, impressions, engagement, site traffic, app downloads, or sales. Track coverage quality, creator performance, and paid results in one report, and adjust while the campaign is live. Talent Resources reports against the goals agreed in discovery so results connect to business outcomes.

How do you choose a PR agency for a new product launch?

Look for launch experience in your category, direct media and talent relationships, integrated PR, social, and paid planning, brand safety checks, clear reporting, and transparent costs. Ask for case studies with named results. Talent Resources offers all of these under one team, backed by campaigns for Motorola, Kalshi, InMode, Got Milk?, and The Athlete's Foot.

What makes Talent Resources different?

Talent Resources started in 2007 as a talent procurement business, so celebrity and creator access sits at the center of its PR, social, and paid work. The agency has worked with more than 400 brands, stays agnostic about talent, and runs launches end to end from eight offices. Founder Michael Heller has produced more than half a billion dollars in talent deals.

Where does Talent Resources support launches?

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 team plan launches for single cities or multiple markets, with local press, talent, and event partners. Contact the team to discuss your launch date and target regions.