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.