The client
Move AI delivers markerless motion capture to the masses through its suite of proprietary technology platforms – powered by artificial intelligence. Move.ai is already being adopted by some of the world’s biggest game, sports, and film production companies including EA Games, Nike, and Ubisoft. As a long-time partner, Move asked us to support its go-to-market strategy for Move One – the successor to the successful multi-camera app we previously supported launching in March 2023.
The brief
Building on the noise Move had already created in the animation and motion capture circles earlier in the year, we were tasked with delivering a further product press launch – bringing the Move One app officially to market and communicating it to key markets.
We had already taken on the long-term responsibility of Move’s press office, as due to the start-up nature of the business, a dedicated PR function and expertise weren’t present.
The biggest challenge Move faced was the short time frame to take the product to market. From the initial brief until the launch, we had approximately four weeks’ notice. This required experienced and media-savvy experts to step in and coordinate an efficient but highly strategic product press launch that drove awareness for and downloads of the new single-camera app, as well as the relay of Move’s excellence and innovation in motion capture.
The strategy
Utilising our expertise in product PR, we formed a strategy that ensured we maximised press engagement before, during and after the launch of the app. This boiled down to maintaining momentum, the share of voice, and awareness of the app, as well as continued downloads of it well into the subsequent months.
The app was still in beta mode at the time we were briefed and introduced to the product, so where possible, we engaged with technical animation and motion capture media to test out the beta platform with exclusive access before the full launch.
With a limited time window, we needed to be as efficient as possible with press briefings – especially given that we were engaging with global media in different time zones. We set up two embargoed briefing sessions and invited key media and content creators in the VFX, motion capture, animation, and CG circles to attend. This included a blend of traditional press and social media personalities. In addition to the news exclusively briefed under embargo ahead of the launch day, we also incentivised attendees with 12 months’ worth of Move credits – enabling media to produce motion capture data and animations for further content after the launch, and thus tying into the wider comms lifecycle.
The results
105K actual reach | 11 backlinks | 65 average domain authority
17 pieces of key press launch coverage
20,000+ app downloads in the first two months post-launch
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