Can you share any experiences around putting spend behind bigger launches?

Whenever you start planning a larger than average launch, you should kick things off by understanding who the audience is for this launch. Is it all your users or a subset? And what do you want to motivate them to do? If you're successful, what is it that changes? Do you get more signups? Deeper engagement among current users? Etc. 

Once you have the answers to those questions, think about the marketing levers that are most likely to reach and influence that subset of users. Are they general consumers who are going to be most impressed by people like them sharing the news on social media? Are ads the only way to actually target the people you need to impact? Maybe your buyers are actually in need of an in-person touchpoint, so you should spend on a conference sponsorship where they're likely to be so you can get your launch featured on stage. You should only spend on tactics that are going to succeed given all this criteria. 

For instance, at Notion, one of our "splashiest" launches was making the product free for students and teachers. After speaking to a number of students already in our audience about how they discovered Notion and what would influence them, we realized that community was the most critical marketing lever for spreading the word to the right audience. We worked with a number of campus ambassadors to throw events where our spend was springing for pizza and otherwise letting them organize.

Video or advertising is likely where a lot of your spend will go for high priority launches, and justifying it would likely come down to whether you're expectlong this launch to have meaningful impact on pipeline, deal-size, market share, etc in the next 3 quarters.

If it's a brand new product that is meant to generate pipeline I'd see paid ads coming into the picture... (but now I'm speaking out of my depth as that work would be owned by rev or demand gen marketing.)

I have done third-party video production for full new product line launches. Not just demo videos but high quality visual assets. "Explanimation" videos are likely to run you $4k-$15k per 2 min clip, and video testimonials/demos with high profile customers that have maybe used the product in beta could run you anywhere between $5k and $50k depending on scope, crew involved, travel, etc.

As you build out your GTM plan a key component will be defining the audience and the goals/KPIs. These two components will play a big role in shaping your channel and budget plan. Breaking this down further, if you are trying to convert existing customers to use your product owned channels may be more effective than paid, particularly multi-touch campaigns that involve both in-app messaging and CRM. If the goal is to drive both awareness and adoption with a broader audience, paid channels can be very effective. Paid social + influencer campaigns are a great way to maximize reach and build credibility at scale by placing your brand/product into cultural conversations, experiential activations create hype and generate press, traditional media like TV or audio ads boost awareness amongst large audiences.