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.