100 Days of Gold Award

2016 marked the centennial of the Girl Scouts Highest Award—the Girl Scout Gold Award. To earn the Gold Award, a Girl Scout in high school must identify a problem, create a sustainable plan, and take action to make a difference in their community. To celebrate, we kicked off a "100 Days of Gold Award" from March 12th (Girl Scouts Birthday) to the Gold Award event at Capitol Hill in June. Each day we highlighted an incredible story highlighting a Girl Scout's Gold Award project on Facebook, Twitter, and Instagram. We also gathered new stories through a hashtag gallery on our website—Girl Scouts could upload their story directly or share on social media using #gsGoldAward. 

Platform: GSUSA Facebook, Twitter, and Instagram
Audience: Girl Scouts + teens
Results: We successfully shared a Gold Award story for 100 days straight on each platform, working through various algorithms, and gained a total of 1,631 entries for the gallery during that same period + over 19.2M social impressions. The campaign was so successful, we decided to continue the hashtag collection for the rest of the year and added #gsSilverAward and #gsBronzeAward to our social lingo when discussing the other Highest Awards. 

My Responsibilities

• Led campaign strategy from start to finish.

• Content creation: social toolkits for both national and 112 councils, graphics, web assets, UGC portal, and blogs.

• Community management: finding and sharing stories that aligned with campaign goals.

• Monitored day-to-day social.

• Approved submissions.

• Drafted legal language.