← All work // Case study 04 — Kevin Goetz

Building a Hollywood
thought-leader brand.

Kevin Goetz is the founder & CEO of Screen Engine/ASI — the audience-research firm behind the test screenings that shape how studios release their biggest movies. He's also a two-time author, a podcast host, and one of the most quoted voices in the industry.

My job: take that body of work — the books, the interviews, the on-record opinions — and turn it into a visible, ownable brand presence that travels across LinkedIn, Instagram, podcast feeds, and search.

// The starting point

Great body of work. Quiet digital footprint.

Kevin had everything a thought-leader brand needs in the offline world — two books with major publishers, a podcast (Don't Kill the Messenger), a steady run of trade-press interviews, and decades of relationships across Hollywood.

What was missing was the connective tissue: a feed that looked like one person, ad reach that pushed past the existing follower base, and a website that gave Google something to find. The strategy work and the writing were already there. The job was to make all of it show up in the places people actually look.

// The strategy

Three lanes, one brand voice.

I split the work across three workstreams that fed each other — organic social to deepen the existing audience, paid to expand it, and owned content (web + SEO) to capture the people who searched for him after seeing the rest.

01 / Organic social

A feed that looks like one brand.

Designed a templated visual system — gold-on-black accent, hand-drawn underlines, full-bleed photography, pull-quote architecture — and shipped it across book promo, podcast episodes, press features, and live-issue commentary on the industry.

02 / Paid amplification

Buying reach for the best posts.

Treated the highest-performing organic content as ad creative. Ran ongoing test-and-scale spend on Meta and LinkedIn against industry-adjacent audiences — agency, studio, festival, PR — to push the brand past Kevin's existing follower base.

03 / Owned + searchable

A site that holds the audience.

Maintained the kevingoetz360.com presence — book-launch updates, press archive, podcast feed, and the SEO basics so that anyone searching after a podcast or panel landed on his site, not someone else's recap of him.

Visual proof

What it looked like, in the feed.

The full body of work — book promo, pull-quotes, podcast episodes, press features, speaking, on-record commentary — all built on the same visual system so every post read as Kevin Goetz before anyone read the caption.