Kellogg’s All-Bran Interactive Campaign

Role: Strategy, Concept Development, Client Pitch, Storyboarding, UX, Copywriting, Video Direction

Challenge
Digestion, regularity, shedding unwanted weight are sensitive topics for most people. Leo Burnett tasked Domani Studios with moving beyond standard display ads to create a supportive yet fun environment that would empower consumers to tackle their health goals head-on with the help of coach John McEnroe.

Solution
We leaned into the power of digital cheerleaders by using interactive video to provide community and coaching support. I developed and sold through the concepts as well as planned the UX and wrote the copy for the executions. Kellogg’s All-Bran 10-Day Challenge campaign included a re-skin of the All-Bran website, a dedicated online community hub, and a series of interactive, rich media video banners. The banners included the All-Bran 10-Day Challenge Wheel, which allowed consumer to take the challenge for a virtual spin; an incredibly successful takeover featuring McEnroe inviting consumers to take the Challenge and read success stories; a Make the Call banner that let consumers send friends personalized voice and video invites from McEnroe; an interactive Club Members Map banner; and a Drop Shot Challenge banner.

Impact
The campaigns successfully humanized the brand and drove massive user interaction. The McEnroe takeover achieved an unprecedented 70% engagement rate, while the "Make the Call" utility became a viral hit, allowing fans to spread the campaign organically. By blending interactive video with utility, we successfully transformed a delicate subject into a fun, community-building success.