Creating a communications strategy for Move.ai

“The Grammatik team have been absolutely superb in tailoring their approach to Move.ai’s needs. From go-to-market, comms, events and influencer management the team’s knowledge and experience has been invaluable to us as we scale our business”

Niall Hendry, VP Partnerships, Move.ai

The client

Move.ai brings 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, sport and film production companies including EA Games, Nike, and Ubisoft. As a fast-growing start-up, the team required multi-channel support and a communications strategy for Move.ai ahead of the launch of its app and real-time motion capture platform.

The brief

Grammatik was tasked with delivering a marketing communications strategy for Move.ai and its ‘go-to-market’ plan. This included public and media relations, influencer marketing, and an SEO-optimised content marketing strategy.

Besides launching their prosumer smartphone app, we helped them promote ‘Invisible’, a real-time markerless motion capture software they released with disguise.

The strategy

Alongside the go-to-market strategy, we devised a plan that ensured awareness was raised not only prior to the launches, but also afterwards. This included thought leadership and beta reviews with global press and YouTube influencers. We supplemented this by securing speaking opportunities and award submissions for key industry events such as SXSW — landing an Innovation Award, NAB, Laval, Cannes Lions, and MPTS.

A comprehensive communications strategy for Move.ai ensured that key media received the embargoed press release prior to the launch, to ensure maximum noise was created in the right publications on the day. We continued the momentum post-launch with strategically placed influencer collaborations that relayed key messages around the benefits of the smartphone app.

We worked closely with the PR team at disguise to further ensure the real-time launch was cohesive by consulting on the best strategy in terms of messaging, customer verticals, and the overall communications deliverables.

We further supported the Move.ai team with event, social media, SEO, website, and content strategy consultancy.