Cookie Pro 2018
For the 2018 Cookie Season, Girl Scouts developed a contest to highlight all of the amazing things Girl Scouts do and achieve by selling cookies—from what they do with their cookie earnings and the skills they learn.
6 Girl Scouts (one per Girl Scout grade level) would be chosen by a panel of judges to win a trip to New York for the ultimate entrepreneurial experience + participate in a special photo shoot for the new Girl Scout Cookie boxes.
For social, our goal was to drive girls to the Cookie Pro landing page to enter the contest and uplift the contest as another benefit of the Cookie Program. We did this by creating custom content for each platform—both videos and graphics, leading a blog series highlighting the Cookie Program as a whole, and providing tools for our 112 councils to help spread the message at the local level.
Platform: GSUSA Facebook, Twitter, and Instagram
Audience: Girl Scout members and potential sponsors
Results: The contest had over 10K participants, a record for GSUSA. Social garnered over 6M impressions alone and led over 30K clicks to the contest landing page.
The success of this contest also attracted sponsorship opportunities for future cookie seasons. In fact, Warner Brother’s DC Supergirls will be sponsoring Cookie Pro 2019.
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.
Developed comprehensive presentations for future sponsorship opportunities.
Monitored day-to-day social.