This campaign book delves into the Savoir agency’s innovative campaign for Kellogg’s Special K, demonstrating the principles of strategic communication in action. Developed by my team and I in JOURN 345 (Principles and Practice of Strategic Communication), this project showcases a learning-by-doing approach to tackle a real-world challenge: repositioning the brand Special K from a diet-focused brand to one that resonates with Gen Z. We were given a $20 million budget and ultimately pitched our campaign to the client. I worked as the social media director for our mock agency, where a long side my cross-functional team, we navigated advertising, PR, and media planning to achieve a significant brand pivot.
Jennifer's Portfolio 