G.I.R.L. 2017 Convention

Every three years, Girl Scouts holds a national convention where thousands of members, alum, and supporters from all over the country meet to celebrate the organization and discuss its future. This year’s was called G.I.R.L. 2017 and took place in Columbus, Ohio.

Accomplished public figures such as Chelsea Clinton, Gabby Douglas, Barbara Pierce Bush, Mae Jemison, and more joined G.I.R.L. 2017 throughout the weekend, leading panels and intimate breakout sessions on the pressing issues facing girls today.

The weekend ended with the public launch of G.I.R.L. Agenda and Girl Scouts’ civic engagement badges.

Platforms: GSUSA Facebook, Twitter, and Instagram
Audience: Girl Scout members, press, and girl advocates.
Results: The 3 day event hit over 7M social impressions, with the most engagement on Twitter thanks to our live tweeting efforts and engagement with celebrity speakers/influencers.

Instagram came in second because we put girls in control. We selected a Gold Award Girl Scout to represent GSUSA at G.I.R.L. 2017 by taking over our Instagram and Instagram Stories. She interviewed Chelsea Clinton, Barbara Pierce Bush, and Gabby Douglas, showcased behind-the-scene events, and interviewed other Girl Scouts attending the event.

My Responsibilities

• Content creation: UGC portal and blogs.

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

• Event Marketing + Live social. Overseeing Instagram takeover.

• Aligned with PR partners on strategy and execution.

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