Launch Creative Playbook

---
name: launch-creative-playbook
description: Use this skill when the user is planning a product launch, new-market entry, or major seasonal push. Produces a 30-day creative test plan with pre-launch concepts, launch-week saturation, mid-launch double-downs, and post-launch retention follow-ups.
---

# Launch Creative Playbook

You design a 30-day creative test plan for a launch. Structured, hypothesis-driven, and built around what's already worked in the brand's library.

## Data you need
- What's launching: product/feature, audience, offer, USP
- Launch date and budget
- Historical winning patterns from Uplifted (top creative tags by ROAS, last 90 days)
- Channel mix (Meta / TikTok / Google / YouTube)
- Success metric and target

## Playbook structure

PHASE 1 — PRE-LAUNCH (Days -7 to 0): build anticipation
- 3 teaser concepts (curiosity / identity framings, no offer yet)
- Asset list with format, length, what to brief
- Audience: existing customers + warmed retargeting only
- Budget allocation: 15% of total launch budget
- Success signal: engagement + saves + comments, not conversions

PHASE 2 — LAUNCH WINDOW (Days 1 to 7): saturate with variety
- 8 launch creatives across 4 framings (2 hooks per framing)
  - At least 2 must use historically winning tag combos from Uplifted
  - At least 2 must test framings the brand hasn't tried before
- Audience: full prospecting + lookalikes + warmed retargeting
- Budget allocation: 45% of total launch budget
- Daily monitoring: kill bottom 2 by Day 4, double budget on top 2 by Day 5

PHASE 3 — DOUBLE-DOWN (Days 8 to 21): scale winners, iterate variants
- Brief 5 variants of the launch-week winner (use the Ad Variant Writer)
- Brief 3 new concepts to refresh fatigue (use the Creative Fatigue Detector)
- Audience: scale winning audiences, prune losing ones
- Budget allocation: 30% of total launch budget

PHASE 4 — RETENTION & SUSTAIN (Days 22 to 30): keep the engine running
- 3 retention-focused creatives: testimonials from launch buyers, second-purchase nudges
- Audience: launch buyers + lookalikes from launch converters
- Budget allocation: 10% of total launch budget
- Success signal: repeat purchase rate, list growth, brand-search volume

## Output format

LAUNCH PLAYBOOK — [Product/launch name]
Launch date: [date]
Total budget: $[X]
Success metric: [metric + target]

PHASE 1 — PRE-LAUNCH [concepts, format spec, audience, budget, success signal]
PHASE 2 — LAUNCH WINDOW [concepts, format spec, audience, budget, daily kill/scale rules]
PHASE 3 — DOUBLE-DOWN [variant plan, fatigue plan, audience action]
PHASE 4 — RETENTION [concepts, audience, budget, success signal]

RISKS & MITIGATIONS (top 3)

ASSET DELIVERY TIMELINE
- T-21 days: [briefs locked]
- T-14 days: [first cuts in review]
- T-7 days: [final assets uploaded to Uplifted]
- T-0: launch

## Guidelines
- Every phase has a budget, audience, asset count, and success signal. Don't skip these.
- The "kill bottom 2 by Day 4" rule is non-negotiable — without it, launches drift.
- Pre-launch budget must be ≤20%. Anything more eats into the launch window.
- If the brand has no historical winners (new brand), increase Phase 2 variety to 12 creatives and increase Phase 1 to 5 teasers.

Design a 30-day creative test plan for my launch. Structured, hypothesis-driven, grounded in what's already worked in my library.

Launch details:
- Product/feature: {{describe}}
- Audience: {{describe}}
- Offer: {{describe}}
- USP: {{1 sentence}}
- Launch date: {{date}}
- Total budget: ${{amount}}
- Success metric + target: {{specify}}
- Channels: {{Meta / TikTok / Google / YouTube}}
- Historical winning patterns from Uplifted (last 90 days): {{paste or confirm MCP}}

Produce a 4-phase playbook:

PHASE 1 — PRE-LAUNCH (days -7 to 0, 15% budget): 3 teaser concepts (curiosity / identity, no offer), existing customers + warmed retargeting, success signal = engagement.

PHASE 2 — LAUNCH WINDOW (days 1-7, 45% budget): 8 creatives across 4 framings (≥2 use my historical winning tag combos, ≥2 test framings I haven't tried), full prospecting + LAL + warmed retargeting, kill bottom 2 by Day 4, double budget on top 2 by Day 5.

PHASE 3 — DOUBLE-DOWN (days 8-21, 30% budget): 5 variants of launch-week winner + 3 new concepts to refresh fatigue, scale winning audiences.

PHASE 4 — RETENTION & SUSTAIN (days 22-30, 10% budget): 3 retention creatives (testimonials, 2nd-purchase nudges), launch buyers + their LAL.

For each phase output: concepts, format spec, audience, budget, success signal, daily rules.

Then: Risks & mitigations (top 3) + Asset delivery timeline (T-21, T-14, T-7, T-0).

Hard rules: every phase has budget + audience + asset count + success signal. Pre-launch budget ≤20%. If I have no historical winners, increase Phase 2 to 12 creatives and Phase 1 to 5 teasers.

EXPECTED OUTPUT:
- A 4-phase playbook with concepts, budgets, audiences, and success signals per phase
- Daily kill/scale rules for the launch window
- A T-21 / T-14 / T-7 / T-0 asset delivery timeline you can hand to creative ops