Role: Social Strategy • Influencer Toolkit • Live Content Activation • Campaign Reporting

THE CHALLENGE

Girl Scouts needed to capture attention during the Macy’s Thanksgiving Day Parade — and turn that moment into a meaningful digital experience. The goal: engage millennial parents and young girls (5–10) around STEM programming, build brand love, and drive action across digital touchpoints.

THE STRATEGY

Developed a multi-platform social toolkit to amplify the STEM-themed float across Instagram, Facebook, Twitter, and Snapchat

Created and promoted a Snapchat geofilter for parade spectators and viewers

Partnered with teen pop-country star Tegan Marie to drive pre-parade Instagram voting on what song she should perform

Built a custom “unlock the video” microsite that delivered STEM activity sheets alongside the music reveal

Produced live Instagram Story coverage with Girl Scout correspondent Sophia to give fans a behind-the-scenes view

Managed influencer engagement, social graphics, campaign rollout, and post-event reporting

THE RESULTS

5400% increase in web traffic from social

26,000+ STEM activity sheets downloaded

Over 2M impressions from organic social

30K unique blog reads

83% net positive sentiment among millennial parent audience

Strong engagement on Instagram voting, Stories, and event-based UGC

WHY IT MATTERED

This wasn’t just a parade appearance. It was a full-funnel digital campaign that merged cultural visibility, celebrity engagement, and mission-based action — all in real time. It showcased Girl Scouts not just as a legacy brand, but as an interactive platform for girl-led learning in STEM.