My Responsibilities: Social Media Strategy Plan Lead, Organic Content Creation and Toolkit, Paid Media Campaign Management, Collaboration with Publishing House and Mrs. Obama’s Team, and Community Management.

CHALLENGE

The pandemic impacted Girl Scouts resulting in a significant membership decline. The inability to meet regularly in person and actively participate in troop and community events meant a “pause” on Girl Scouting for many American households. Girl Scouts needed a boost and a paradigm-shifting approach to generating memberships.

The Becoming Me online event and program, which was inspired by former First Lady of the United States Michelle Obama’s book Becoming Me, delivered a unique online experience where girls could explore the truth of their own story and the power of their voice while hanging out with friends.

SOLUTION

What started as a promotion of Mrs. Obama’s book became an opportunity to bring in more members. To participate in the online event with Mrs. Obama, prospective members had to purchase a membership or renew their existing one.

Social media marketing played a crucial role in reaching and exciting current members, encouraging membership renewals, and attracting new members. Social marketing efforts were the number one driver of event page traffic. Paid social campaign exceeded the lead generation goal of 7.8K by 151%, resulting in almost 12K new memberships, while organic social media content creation and curation resulted in 122% engagement increase on Instagram, 48% engagement increase on Facebook. UGC lit up social media with over 1.3K posts and Instagram story mentions. Girl Scouts’ Instagram gained 781 new followers. Collaborating on organic social posts with Mrs. Obama’s team resulted in additional mentions and exposure to new audiences.

Overall, the Becoming Me online event was the largest known event produced by Girl Scouts, generating over 100K participants and leading to the largest month of membership registration ever recorded, with 325K memberships purchased.