Walden needed brand content that felt more believable and more relevant. Storyfarm helped reshape the campaign around the right alumni stories, then produced national assets that lifted awareness and cut acquisition costs.
Walden was relaunching its “Follow Your Why” campaign while aided brand awareness was slipping and its social-change positioning was not landing clearly enough in a crowded market. The issue was not content volume. It was fit. Previous work had not connected the brand strongly enough to the kinds of students and outcomes Walden wanted to be known for.
Storyfarm helped lead the campaign from concept through production. The team screened interview candidates, identified alumni whose stories matched the brand, organized shoots across the country, and produced testimonial-driven assets for TV, radio, and digital channels. In post, they managed a large round of edits and channel-specific versions while working through substantial client feedback.
The campaign delivered statistically significant lift in both awareness and familiarity. The videos stayed in use more than a year later, and tracked results showed they cut CPA in half compared with non-video units. Walden also got something harder to fake: brand expression that felt grounded in real people instead of generic positioning.
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