Thought leadership content for RADiCAL

The client

RADiCAL, a developer of 3D environment design and motion capture technologies, was founded by Gavan Gravesen and Matteo Giuberti. The company has steadily expanded, particularly with the development of its pre-production toolset. In 2024, with limited internal marketing resources, RADiCAL aimed to elevate its promotional activities, with thought leadership content as a central pillar of its strategy.

The brief

With its 3D environment design tool, Canvas, emerging as a strategic focus, RADiCAL sought to establish itself as a thought leader in content creation and production. Our brief was to deliver comprehensive external communications to support this goal.

The strategy

As brand and product experts, we leveraged our knowledge of upcoming product updates, stakeholder announcements, and industry trends to develop a consistent stream of SEO-optimised earned, owned, and paid content. This included influencer collaborations, press engagement, and tailored blog content.

By engaging key industry influencers, we enabled RADiCAL to connect with its core market, driving essential messaging and measurable conversions through discount codes and UTM tracking. After evaluating over 400 influencers, we selected five partners based on intent, relevance, and levels of engagement.

Podcast placements were another cornerstone of the strategy, spotlighting industry thought leaders and amplifying RADiCAL’s reach. This included securing two appearances on Emmy Award-winning Allan McKay’s podcast, showcasing insights from founders and board advisor Habib Zargapour, a respected VFX veteran.

Over six months, we secured 19 pieces of coverage across key industry publications such as Creative Bloq, American Cinematographer, 3D World, British Cinematographer, and Broadcast Tech. This coverage combined product updates with thought leadership content and educational articles highlighting RADiCAL’s role in enhancing pre-production pipelines.

Central to the approach was search-optimised owned content. Leveraging industry-standard SEO tools and Google Analytics (GA4), we identified keyword opportunities and challenges, crafting content for RADiCAL’s website that boosted search engine rankings.