To soft launch or to hard launch, that is the question
We’ve all seen an Instagram story that makes us do a double-take. It’s the shadowy hand across the dinner table, the second glass with no explanation, or the blurry jacket sleeve just peeking into frame. No faces, no tags, no captions that give anything away, but just enough to spark curiosity.
Many celebrities have mastered the art of the soft launch, using it to gradually announce a new relationship. In a way, it’s a quiet power move, a digital breadcrumb trail that says something’s happening, but only those paying attention get to guess what. The magic is not so much in the reveal itself, but in the suspense and mystery of it all.
Playing on human curiosity and our craving to be in the know, soft launches have all the right ingredients to be a part of PR strategies. Used for a brand launch, new product, or exciting collaboration, it’s bound to get your audience talking.
Hard Launch Vs Soft Launch
We’re certainly in the era of soft launches, and each one turns us into certified detectives. Kylie Jenner famously soft-launched her relationship with Timothée Chalamet through candid paparazzi shots, sending fans into a frenzy. The alternative, also known as a hard launch, means explicitly outing your news. While the latter still generates buzz, soft launches certainly drag out the excitement.
In traditional PR, hard launches are the norm. You create the campaign, choose your launch date, and bam, it’s out there. Take the launch of the iPhone 17 series, for example. Held on September 9th, 2025, at Apple’s headquarters in Cupertino, California, the event showed off all the latest features and was simultaneously streamed on the company’s YouTube channel as the world tuned in. After that, consumers raced to get their hands on the model, and that was that.
On the other end of the scale, the Twilight film franchise sent fans spiralling after a recent, rather cryptic post across its social media channels on August 27th. The five-part movie series based on Stephenie Meyer’s novels has garnered a cult-like following since it seemingly concluded in 2012. The post featured an image of Bella, Edward, and Jacob with the message ‘Forever Begins Again’.
Naturally, fans went crazy. Could this be another film? Are we going to see Renesmee all grown up? The online response was insane. Finally, after two days of guessing, the franchise announced that all five movies would be back in theatres in celebration of the first book’s 20th anniversary. Maybe a little anti-climactic, but it certainly got people talking.
Subtlety is the New Extravagance
Any PR agency in Dubai needs to keep on its toes, with brands always seeking to be the biggest, the best, and the most innovative. However, on the consumer side, sometimes less is more. We see this with new trends such as beige fashion and minimalistic home interiors, where subtlety adds a layer of exclusivity and refinement.
That’s why soft launches hold such immense potential in Dubai. People want to feel like they’re in on the secret or part of the club. This was a key part of our strategy for INA, an immersive flame-fuelled dining experience on J1 Beach. Instead of simply welcoming diners from a set date, we helped gradually introduce the concept to the target audience, providing sneak peeks on social media and inviting key influencers to taste the experience before the official launch.
Not only did this tactic build excitement among discerning foodies, but it also tied in perfectly with the venue’s mysterious allure. As an added bonus, the restaurant also had the chance to gather valuable feedback and fine-tune every detail ahead of opening night.
While the act of soft launching relationships, engagements, and all the rest on social media may not have been intended to stir up such a reaction, the impact is pretty impressive. PR has always been a reflection of pop culture, and we believe this trend has real potential to enhance brand visibility and engagement. You can’t deny human curiosity and the soft launch feeds it, one breadcrumb at a time.
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