---
title: "Launch Playbooks and Guides — Shown Media"
url: https://shown-media-spec.netlify.app/resources
description: "Guides to how a launch campaign works: the timeline and deliverables, the first line and the mom-test, and why amplification has to land in the first hour."
---

# Launch guides

How we plan and run a launch, written from our own case studies and launch posts. Each guide lists the pages it draws on.

## All guides

- ### [How a launch campaign works: timeline, deliverables and what to expect](https://shown-media-spec.netlify.app/resources/how-a-launch-campaign-works)

    A launch campaign with Shown Media typically takes 4 to 6 weeks and covers positioning, a film, an X thread, a LinkedIn launch and a creator campaign.

    Published October 1, 2026

    [Read the guide](https://shown-media-spec.netlify.app/resources/how-a-launch-campaign-works)

- ### [The most important line of a launch: how the mom-test works](https://shown-media-spec.netlify.app/resources/first-line-mom-test)

    The first line is the most important line of a launch. How Shown Media tests it, with the lines from the Merge and WithCoverage launches.

    Published October 1, 2026

    [Read the guide](https://shown-media-spec.netlify.app/resources/first-line-mom-test)

- ### [Why launch amplification has to land in the first hour](https://shown-media-spec.netlify.app/resources/first-hour-amplification)

    Creator amplification only compounds while the algorithm is still deciding how far to push a launch post. What the Merge and Slash launches show.

    Published October 1, 2026

    [Read the guide](https://shown-media-spec.netlify.app/resources/first-hour-amplification)

## Announcing something in the next 90 days?

Send a short brief or book a call. We’ll map your positioning, define your bold claim and outline how we’d engineer the launch. We take on a limited number of clients at a time.

[Plan your launch](https://shown-media-spec.netlify.app/contact) | [Book a call](https://app.cal.com/matt-epstein-7qqslk/shown-intro-launch-call)