Macy’s Thanksgiving Day Parade

Girl Scouts had their very first float in the iconic Macy's Thanksgiving Day Parade—the second most-televised event of the year (behind Super Bowl). As part of our PR plan, our goal was to introduce Girl Scouts to America again, showing that we're more than cookies, camp, and crafts. Our float featured all four of our pillars - outdoors, STEM, entrepreneurship, and life skills - through the lens of our badge program + gave real Girl Scouts the opportunity to be in the parade.

On Thanksgiving Day, my team opened a one-day user-generated content campaign asking parade viewers to tell us what they love about Girl Scouts using #GirlScoutsGiveBack—an already established hashtag to bring old and new audiences together for the holiday. Also, users who participated received an auto-response with a CTA to give to Girl Scouts' first micro-giving campaign. 

Platforms: GSUSA Facebook, Twitter, and Instagram
Audience: Girl Scout members + Alumnae
Results: Over 370 people joined the #GirlScoutsGiveBack conversation on Thanksgiving Day and we received over 3.9M impressions for our participation in the parade—from announcement to execution. 

My Responsibilities

• Led campaign strategy from start to finish.

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

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

• Reported and presented campaign results—both to national executives and 112 council leaders.

• Monitored day-to-day social.

• Event Marketing + Live social.

• Approved submissions.

• Drafted legal language.