How Do You S’more?

In honor of 100 years of Girl Scouts selling cookies, Girl Scouts planned to introduce a new cookie to the line-up—Girl Scout S'mores. And what better time to announce this exciting news than on National S'mores Day (August 10, 2016)?! Since we work with two bakers, two new versions would be available the 2016/2017 cookie season because there's no wrong way to make a s'more!

To play off this, I created a strategy using National S'mores Day and Girl Scouts' history with s'mores (Girl Scouts published the first known recipe for "some mores" in 1927) to develop a teaser for the announcement. We asked our audience to share their favorite ways to eat s'mores and we gathered our favorite answers to appear in our announcement the next day. "This is How We S'more—Happy National S'mores Day" is one of our most-read blogs with over 178K unique views. 

Platform: GSUSA Facebook, GS Cookies Facebook, Twitter, and Instagram
Audience: Girl Scout Cookie customers
Results: The announcement received over 1.2M impressions thanks to our PR exclusive with Good Morning America and digital exclusive with Mashable and People. 

My Responsibilities

• Led campaign strategy from start to finish.

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

• Monitored day-to-day social, engaged with PR partners.