My Responsibilities: Social Media Influencer Strategy, Social Media Toolkit, Social Media Graphics for Facebook, Twitter, and Instagram, Snapchat Filter, Live Instagram Story from the Event, Contest Voting Survey Build, Campaign Management, and Reporting.

CHALLENGE

Reach millennial parents and girls (ages 5-10) to educate and engage them with the Girl Scout STEM programming. Help position Girl Scouts as a premier leadership organization for girls today. Engage current members with the Girl Scout STEM programming and social content, capturing the parade excitement.

SOLUTIONS

Engaged millions of viewers and live spectators through Macy’s Thanksgiving Day Parade float supporting the ‘Girl Scouts Building a Better World Through STEM’ theme. Girl Scouts’ participation in the parade effectively engaged the millennial parent audience via social, garnering over 83% positive net sentiment.

With the help of a rising teen pop-country music star Tegan Marie, Girl Scouts mobilized their followers to vote on their favorite songs via Instagram stories (pre-parade). The winning song was then performed by Tegan in a special video reveal on the day of the Parade. When fans visited the Girl Scouts’ website to unlock Tegan’s music video, they were encouraged to download STEM activities. Web traffic, driven by social media, increased by 5400%, and there were over 26K activity sheets downloaded. Additionally, the parade was documented on social media with the help of Sophia—the Girl Scout correspondent. There were over 2M impressions generated as a result of organic activity on social, as well as 30K unique blog reads (here and here).