19,000 new followers and over 3.1M views

The Client
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Callum Airey

Founder, The Fellas Studios

4M+ YouTube subscribers

Founder of a fast-growing podcast/media company
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Audience:

• Founders
• Investors
• Marketers
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Use case:

• Repositioning reputation
• Driving inbound opportunities

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The Problem
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Callum was already well known on other channels. He had 4M+ YouTube subscribers and an established creator brand. His consumer audience liked him and trusted him as a relatable creator online.
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But in the business world? He was unknown.
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Behind the scenes, he had built:

• A fast-growing podcast agency
• Multiple well-known shows
• A highly profitable media business

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But online perception hadn’t caught up.
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That presented us with a different challenge to usual.
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We had to not only build trust with new audience members on LinkedIn from scratch, but also reposition him as a credible entrepreneur, not just a YouTuber for those that had followed him previously.

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Our Diagnosis
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This was both a positioning and visibility problem.

If Callum didn’t define what he should be known for, people would default to what they already knew: YouTuber.

Not founder/operator/entrepreneur.

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Our Approach

Step 1: Repositioning Before Growth
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We reframed Callum’s identity from:

“Creator” → “Founder & Media Operator”
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Positioning him as:

• The operator behind a leading media business
• A modern marketing expert
• A founder building scalable IP, not just content

This gave:

• Founders a reason to respect him
• Investors a reason to take him seriously
• Businesses a reason to work with him

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Step 2: Content That Shows, Not Tells
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Instead of simply claiming he was credible, we showed it.

Content focused on:

• Business wins and milestones
• Behind-the-scenes of studio builds and production
• His personal reflections and lessons from the day to day

Crucially, we made it feel effortless.

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Step 3: Breaking LinkedIn Norms
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We deliberately didn’t follow traditional LinkedIn playbooks.

Instead, we used a casual tone and ‘unoptimised’ formats (often large paragraphs of text and unpolished sentences).

This made him stand out immediately.



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The Results
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Before Kurogo
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• A few thousand followers
• ~94,000 views across 90 days
• Strong creator reputation, weak business perception

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After 30 Days
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• 626,000 views
• +565% increase in visibility
• More reach in one month than the previous three combined.

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After 90 Days
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• Audience tripled
• Over 1.6M million views
• Clear shift in perception and engagement

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After 6 Months
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• +19,000 followers
• 3.1 million views
• Significant increase in:
  • Inbound leads
  • Podcast invitations
  • Deal flow

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What Changed
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Callum went from a well-known creator to a respected operator.

His content now:

• Demonstrates business credibility
• Attracts higher-quality opportunities
• Positions him in founder and investor circles

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Who This Is For
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This approach works best for:

• Creators building real businesses
• Founders who are misunderstood or underestimated
• Operators with strong results but weak positioning
• Anyone whose current reputation is limiting their opportunities

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Callum’s Words
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Everyone at Kurogo has been absolutely amazing from every perspective, they really are top of the game in this space

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