Name: Lia Golledge Company: MagicBlocks Function: Growth
Date: September 2024 – May 2026

TL;DR

When Lia joined MagicBlocks in September 2024, the company had a product worth talking about and almost nowhere it was being talked about. There were no social channels built out, no brand templates, no content rhythm, and no team to run it. Working with designer Shela, Lia built the social media engine from the ground up — establishing MagicBlocks across LinkedIn, Instagram, X, Facebook, TikTok, and YouTube with a multi-format content system covering long-form video, short-form experiments, carousels, and single posts.

The video strategy started as a short-form experiment across TikTok and Reels before pivoting to long-form YouTube as the primary video channel — a deliberate strategic shift based on what actually serves MagicBlocks' B2B audience. The video production workflow went through real iteration: HeyGen was tested for an AI twin concept, before the team landed on a repeatable system using Tella for screen demos and ElevenLabs for AI voice narration. One flagship campaign — built around the 1-Click AI Agent feature — translated a core product capability into social content that drove awareness among operators in the target market. The result is a functioning, on-brand, consistent social presence that amplifies every other growth channel.

Key Outcomes

• 6 platforms established from zero — LinkedIn, Instagram, X, Facebook, TikTok, and YouTube
• Multi-format content system built and running — long-form video (YouTube), short-form video (TikTok / Reels), carousels, single-image posts, and text posts
• Branded Canva template library created with a team member — enabling consistent on-brand content production without a designer for every post
• Video production workflow found after genuine iteration — HeyGen (AI twin experiment) trialled and learned from; settled on Tella (screen demos) + ElevenLabs (AI voice narration) as the repeatable, scalable system
• Video strategy evolved — from short-form experimentation to deliberate pivot to long-form YouTube as the primary video channel
• 1-Click AI Agent campaign executed — translating a core product feature into social content targeting B2B operators
• Consistent publishing cadence achieved across platforms with a lean team
• Social presence now functioning as an amplification layer for SEO, AEO, and ABM motions

The Design Thinking Journey

1. Empathise — Understanding the Problem

MagicBlocks operates in a space — AI sales agents for regulated industries — where trust, credibility, and category education are everything. Prospects don't buy AI sales agents on impulse. They research. They compare. They ask their peers. They Google. And increasingly, they check your LinkedIn page and your YouTube channel before they book a demo.