Counted back from launch day
Launches and seasons
Creator content timed to the dates your business works toward: a launch, a new market, a sales event or your busiest season.
Still in the headline: Jon Law on YouTube
What's included
A calendar built back from your key dates, with seeding, briefing and posting windows for each moment.
Product shipped early enough for creators to use it properly before they film.
Links, product names and images that match what people will find when they click.
Content approved ahead of sales events, ready to post once the dates are known.
Reporting that reads the signals around each moment, such as branded search and sales where you can share them, alongside social numbers.
How it works
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Step 1: Start from your dates
We count back from your launch and event dates. For most moments that means seeding eight to twelve weeks ahead, briefing six to eight weeks ahead and publishing in the final one to three.
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Step 2: Match creators to the audience
If you're launching in one region or one country first, we favor creators whose audience is there.
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Step 3: Send people somewhere useful
Every post points to a page where the product is available, under the same name people saw in the video.
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Step 4: Read the halo
Plenty of sales never show up as clicks, so we track the signals around them against your own baseline. See our measurement note.
What we plan for
Launches and new markets. When a product launches or reaches a new country or region, creators can show their audience what it is and where to find it in the first few weeks.
Seasonal peaks. Spring, summer travel, back to school and the holidays, planned a year ahead in the playbook and adjusted as the year goes.
Sales events. Black Friday and Cyber Monday fall in the days after Thanksgiving, while many retailers and platforms announce their own event dates each year, so we keep content ready to post inside the window.
Holidays. Holiday content has the longest lead time on the calendar. We brief it in July or August and review drafts in September and October.
When it fits
This fits when the business is working toward a date: a launch, a new market, a sales event or a season that makes up a big share of your year.
If your calendar is fairly flat, an ambassador program usually does more than a series of spikes.
Questions brands ask
How far ahead should we plan a seasonal moment?
Eight to twelve weeks for most moments, and longer for the holidays. That leaves time to shortlist, ship, let creators use the product and film, and still review drafts before they post.
Where should creator links point?
To the page where people can act on what they've just seen, whether that's your own site or another store that carries the product. We check that the link, the product name and the images match what people will find there.
How do you plan around sales events that haven't been dated yet?
Retailers and platforms announce their own sales dates each year, so we keep content approved and ready instead of fixing a date months out. If you're taking part, tell us early and we'll seed with the event in mind.
