Role: Social Strategy • Copywriting • Listening & Community Insight
THE CHALLENGE
During Girl Scout Cookie Season, young girls at cookie booths often face unsolicited diet talk, food shame, and judgment. We saw an opportunity to turn a problematic moment into a values-led conversation.
THE STRATEGY
We crafted an Instagram carousel inspired by a real community comment — one that called out the casual, damaging remarks often directed at girls selling cookies. The post offered practical, empowering tips for responding to body shaming in real life.
THE IMPACT
Reached 44,000+ accounts with a 10.5% engagement rate
Prompted dozens of Instagram accounts and bloggers to share, comment, and repost
Featured in a national story by Today.com, helping elevate the issue beyond our own community
WHY IT MATTERED
This wasn’t just a high-performing post — it became part of a broader cultural moment. It proved that even within a legacy brand, social content can be responsive, resonant, and revolutionary.
Role: Social Strategy • Brand + Influencer Toolkit Development • Partner Outreach & Activation
THE CHALLENGE
When the COVID-19 pandemic hit, Girl Scouts suspended all in-person cookie sales — threatening millions in revenue for local troops. To recover, the organization launched Cookie Care, a virtual cookie booth platform. But to meet the ambitious sales goal of 3 million additional boxes (10 million total), we needed more than a digital store. We needed a movement.
THE STRATEGY
Created the Girl Scout Cookie Care Challenge, a viral social campaign activating fans, influencers, and brands to spread the word
Developed a social toolkit for partners with visuals, captions, and instructions to post a green square and challenge others to buy or donate cookies
Activated over 100 influencers, celebrities, and brand partners across Instagram and Twitter
Mobilized councils and Girl Scout families nationwide to join the challenge and spread it through local channels
THE RESULTS
Over 77 million impressions from social challenge content
1.46M cookie boxes sold in just 48 hours
Campaign momentum doubled results in the following days, helping Girl Scouts hit their 10M-box goal
Showcased how social can deliver real-world revenue and mission impact — fast, creatively, and with heart
WHY IT MATTERED
This wasn’t just a viral challenge. It was a rescue mission — a real-time response that protected programs, supported troops, and gave families a way to take action during a national crisis. It turned digital generosity into tangible results.
Role: Social Strategy • Influencer Program Development • Agency & Talent Management • Paid Social Execution
THE CHALLENGE
Reintroduce Pier 17 as a cultural destination in NYC’s Seaport District by shaking off outdated perceptions and generating buzz for its rooftop concert venue. The goal: create a high-energy, high-visibility campaign to drive excitement through the voices of trusted NYC-based creators.
THE STRATEGY
Built and managed a strategic influencer framework involving 18 creators, timed content waves, and exclusive event access
Developed a comprehensive influencer toolkit that ensured brand alignment while leaving room for creativity
Collaborated with artist Geronimo to turn the entrance parade and balloon sculpture into the campaign’s visual centerpiece
Led paid social strategy to amplify the top-performing content and increase discovery pre- and post-event
Oversaw agency and creator coordination in real-time on event day to maximize storytelling across platforms
THE RESULTS
3.1M+ impressions from 44 influencer posts across Instagram, Facebook, and Twitter
104.9K+ engagements from fans reacting to vibrant visuals, rooftop views, and behind-the-scenes content
Reinforced Pier 17’s transformation as a destination for culture, music, and NYC summer moments
WHY IT MATTERED
This campaign didn’t just relaunch a venue — it reset how locals saw an entire neighborhood. By leaning into influencer storytelling, we turned a one-night event into a movement of I need to be there.
Role: Social Strategy Lead • Paid Media Campaigns • Organic Toolkit Development • Partner Collaboration
THE CHALLENGE
In the wake of COVID-19, Girl Scout membership dropped significantly. With in-person meetings paused, many families drifted away. To reverse the trend, Girl Scouts needed more than a marketing push — they needed a moment.
Enter Becoming Me, a national online event inspired by Michelle Obama’s book. The goal: use this high-visibility experience to reignite interest, renew memberships, and bring in new families — all through a powerful message of personal growth and girl-led storytelling.
THE STRATEGY
Crafted a multi-channel social strategy to drive lead generation via membership signups
Built organic toolkits for councils and partners to amplify the Becoming Me message
Managed paid media campaigns targeting prospective families, exceeding performance goals
Collaborated closely with Mrs. Obama’s team and publishing partners for organic content alignment and cross-promotion
Activated and moderated community conversation to spark UGC and deepen engagement
THE RESULTS
151% to goal: Paid social generated nearly 12K new memberships, far surpassing the original 7.8K target
325K memberships sold in a single month — the largest ever recorded by Girl Scouts
Over 100K event participants, making it the largest online event in Girl Scout history
Organic impact included:
122% engagement increase on Instagram
48% engagement lift on Facebook
781 new Instagram followers
Over 1.3K UGC posts and stories
Shared content from Michelle Obama’s official team, reaching new audiences
WHY IT MATTERED
This was more than an event — it was a cultural moment. Becoming Me turned a high-profile collaboration into a record-breaking recruitment tool, proving that with the right strategy, social media doesn’t just engage… it drives growth.
Role: Social Strategy • Content Pillar Development • Paid Media Planning
THE CHALLENGE
The Woodlands, TX — a 100K+ resident community developed by the Howard Hughes Corporation — had no social media presence. Despite a deeply loyal resident base, the brand lacked digital storytelling to attract new homeowners, support local businesses, or foster online community connection.
THE STRATEGY
Conducted interviews and audience analysis to uncover core community identities and digital habits
Created a social positioning and channel launch plan centered on resident storytelling, lifestyle content, and local maker features
Developed content pillars and brand tone inspired by aspirational lifestyle brands (Urban Cowboy, Magnolia)
Designed a style-aligned online magazine ("The Woodlander") to showcase local voices — artists, chefs, musicians, entrepreneurs
Built out a visual and editorial guide, target personas, and a cross-platform strategy to support both engagement and future lead generation
WHY IT MATTERED
This wasn’t just about launching an Instagram page — it was about building a digital reflection of a place that already had deep offline pride. Our work laid the foundation for long-term community engagement, placemaking, and brand growth.
Role: Messaging Toolkit Development • Social Strategy • Partner Coordination • Community Reporting
THE CHALLENGE
Climate change can feel overwhelming — especially for young people. Our challenge was to make Earth Day feel personal, actionable, and shareable for girls across the country. We needed to inspire real-world impact while positioning Girl Scouts as both environmental stewards and modern digital leaders.
THE STRATEGY
Developed a social messaging toolkit to empower girls, volunteers, and partners to join the Earth Day conversation online
Sourced and spotlighted real Girl Scout activists (Shelby, Rachel, and Zoe) to lead the storytelling across blogs, Instagram Stories, and feed posts
Partnered with The North Face to launch a national petition to make Earth Day a recognized U.S. holiday
Created an engagement funnel through calls to action like badge-earning, sustainable swaps, and activism prompts
Coordinated partner content and tracked performance across owned and earned media
THE RESULTS
Over 1M organic impressions across social platforms
155K+ petition signatures in the first 3 days
194M+ total petition signatures reached
Earned coverage in CBS News, MSN, Fast Company, and more
Dozens of Girl Scout councils and UGC posts helped amplify the movement
WHY IT MATTERED
This campaign proved that with the right mix of authentic youth voices, meaningful partnerships, and scalable social storytelling, Girl Scouts could mobilize a national audience for environmental change — and make girls feel powerful doing it.
Role: Social Audit • Strategy Development • Tone & Trends Research
THE CHALLENGE
Morgans Hotel Group, a boutique hospitality company with 14 hotel brands, was experiencing a disjointed visual identity and inconsistent engagement across social media. Their social follower base skewed Millennial, while their core booking customers were Gen X and Boomers, leading to a messaging mismatch and confusion across platforms.
THE STRATEGY
Conducted a deep social audit, revealing brand fragmentation and an identity misalignment between followers and actual customers
Introduced a unifying content direction centered around "The Creative Class" — a psychographic mindset that transcends age
Developed a brand tone guide to help social media managers differentiate voice by property while maintaining portfolio cohesion
Provided recommendations on blog strategy and influencer collaboration to strengthen community engagement and guest storytelling
THE RESULTS
Increased brand consistency across social platforms
Improved strategic clarity for property-level social teams
Refined target persona lens that served both aspirational Millennial followers and core Gen X/Boomer bookers
WHY THIS MATTERED
This work brought alignment to a fragmented brand ecosystem. By shifting the strategy from age-based targeting to a mindset-based approach, we helped Morgans Hotel Group communicate with clarity, consistency, and creativity across every touchpoint.
Role: Social Strategy • Influencer Toolkit • Live Content Activation • Campaign Reporting
THE CHALLENGE
Girl Scouts needed to capture attention during the Macy’s Thanksgiving Day Parade — and turn that moment into a meaningful digital experience. The goal: engage millennial parents and young girls (5–10) around STEM programming, build brand love, and drive action across digital touchpoints.
THE STRATEGY
Developed a multi-platform social toolkit to amplify the STEM-themed float across Instagram, Facebook, Twitter, and Snapchat
Created and promoted a Snapchat geofilter for parade spectators and viewers
Partnered with teen pop-country star Tegan Marie to drive pre-parade Instagram voting on what song she should perform
Built a custom “unlock the video” microsite that delivered STEM activity sheets alongside the music reveal
Produced live Instagram Story coverage with Girl Scout correspondent Sophia to give fans a behind-the-scenes view
Managed influencer engagement, social graphics, campaign rollout, and post-event reporting
THE RESULTS
5400% increase in web traffic from social
26,000+ STEM activity sheets downloaded
Over 2M impressions from organic social
30K unique blog reads
83% net positive sentiment among millennial parent audience
Strong engagement on Instagram voting, Stories, and event-based UGC
WHY IT MATTERED
This wasn’t just a parade appearance. It was a full-funnel digital campaign that merged cultural visibility, celebrity engagement, and mission-based action — all in real time. It showcased Girl Scouts not just as a legacy brand, but as an interactive platform for girl-led learning in STEM.
Role: Social Strategy • Campaign Development • Content Curation • SEO & Analytics
Social Media Presence and SEO Efforts Recognized by The Marketing Tech Insights Magazine. Click Here to Learn More.
THE CHALLENGE
Eggs ‘n Things, a Hawaii-based restaurant chain, needed to drive foot traffic and online engagement across three locations — without traditional advertising. The goal: create a buzzworthy social experience that would get locals in the door and generate attention across channels.
THE STRATEGY
Partnered with Sanrio (creators of Hello Kitty) to co-create a limited-time Gudetama-themed menu exclusive to Eggs ‘n Things
Developed and executed a social campaign that blended cute culture, food photography, and dance trends
Curated user-generated content, activated employees as micro-creators, and amplified across Instagram
Directed SEO-enhanced blog and content marketing efforts, earning industry recognition and improved web visibility
Aligned campaign with a cause: donated 50% of proceeds to victims of the Kumamoto earthquake in Japan
THE RESULTS
150% increase in user-generated content over 4 weeks
Over 5M video views on a viral dance post created by a restaurant team member
Significant increase in foot traffic across all three locations
Campaign covered by local news outlets and recognized in Marketing Tech Insights Magazine
Raised $10,000+ for earthquake relief
WHY IT MATTERED
This wasn’t just cute food content — it was proof that even small chains can spark global-level engagement when strategy, creativity, and culture collide. And yes, a lazy egg helped do it.
