My Responsibilities: Social Media Strategy, Social Media Influencer and Brand toolkit, Community and Partner Outreach and Management

CHALLENGE

To protect girls and communities in the wake of COVID-19, Girl Scouts has suspended door-to-door sales and cookie booths. This meant huge financial losses for troops and councils. With the launch of Cookie Care—a virtual cookie booth campaign, Girl Scouts found new ways to sell and donate cookies so local programming can continue. The Cookie Care campaign needed a boost to help meet sales goals of an additional 3 million boxes (total goal of 10 million boxes).

SOLUTIONS

Partnered with friendly brands, influencers, and celebrities on Twitter and Instagram to participate in the Girl Scouts Cookie Care Challenge. Our supporters posted a green square and tagged others to pass the challenge on! They also had to buy or donate cookies to COVID-19 first responders. There were over 102 individual posts by brands and influencers, amounting to over 77 million impressions. In the first two days of the challenge, there were over 1.46 million cookie boxes sold! With more engagement from the Girl Scout community and councils in the following days, that number more than doubled, helping Girl Scouts reach the finish line successfully.