My Responsibilities: Social Media Strategy, Social Media Copywriting, Social Listening

CHALLENGE

Girl Scouts selling cookies at booths often face criticism, diet talk, and shaming, particularly during the Girl Scout Cookie Season. This issue presents a unique opportunity to raise awareness and enhance relevance on social media.

SOLUTIONS

To address this challenge and foster meaningful conversation on social media, our strategy involved crafting a compelling Instagram carousel post. This post featured a thought-provoking comment from a community member, along with practical tips on tackling body shaming. The goal was not only to bring attention to the issue but also to create shareable content that would resonate with the audience.

The strategic impact of this content quickly became evident as it gained traction beyond our immediate audience. Various Instagram accounts and bloggers joined the conversation, amplifying our message. The post itself garnered an exceptional level of engagement, reaching over 44,000 accounts with an impressive engagement rate of 10.5%.

The culmination of our efforts saw the post gaining recognition on a national scale when Today.com featured it in an article. This external validation not only amplified our message but also contributed to a broader, nationwide conversation about the challenges faced by Girl Scouts during cookie season.

Our social media strategy not only effectively tackled a prevalent issue but also demonstrated the power of strategic content creation in sparking widespread conversation and garnering national attention.