Insight
The original Become a Kellogg Leader video campaign drove record engagement—85 million views and 156,000 new site visitors in just six months. But attention is fleeting, and our audience—especially Gen Z—demands relevance, realism, and emotional resonance. We saw an opportunity to repurpose our With Gratitude interviews into a new campaign that balances aspirational storytelling with strategic targeting. The challenge? Recut glossy alumni footage into videos that feel personal, purposeful, and persuasive—without losing the polish.
Impact
We transformed three long-form interviews into a cohesive video series spotlighting alumni whose values and impact reflect the Kellogg ethos. With tighter edits, clearer CTAs, and thoughtful messaging, the new content repositions Kellogg as a place for intellectually ambitious and socially conscious leaders. Distributed across LinkedIn, YouTube, and our email and blog ecosystems, the recut series reinvigorates a top-performing campaign—and reframes Kellogg’s brand around both what you gain and who you become.