#gsoutdoors Challenge with The North Face

For the month of June 2018, new partner, The North Face, wanted to be more involved with our Outdoor promotion efforts while waiting for their funded badges to be developed and released (in 2019). Each year, Girl Scouts promotes it’s #gsoutdoors UGC campaign to share all of the outdoor adventures girls have during the summer months, however, in 2018 we wanted to bring it to the next level with a sweepstakes and content series promoting our Outdoor programming.

With the support of The North Face, we developed a weekly challenge for participants to complete and share on Instagram using #gsoutdoors. Each week, we would select one winner at random to receive prizes from The North Face.

Each challenge also made up a blog series to help inspire girls to participate and provide tips and ideas to complete the challenges. Each challenge also represented pieces of our Outdoor programming to help us promote badge work and Girl Scout merchandise.

The sweepstakes was also promoted on Instagram ads, targeting existing members and Lookalikes to increase participation and drive traffic to our sites.

Platforms: GSUSA Facebook, Twitter, and Instagram
Audience: Girl Scout members, outdoor enthusiasts, girl advocates, and partners.
Results: The #gsoutdoors Challenge was Girl Scouts most successful hashtag UGC campaign with over 1,200 participants.

This campaign also let us explore Instagram ads more. With a limited budget, we reached 400k people at an average CPR of $7.57.

My Responsibilities

  • Led campaign strategy from start to finish.

  • Content creation: Instagram ad creative, social toolkits for both national and 112 councils, graphics, email assets, web assets, and blogs.

  • Aligned with The North Face on sponsorship activation and content approvals.

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

  • Reported and presented campaign results.

  • Monitored day-to-day social and Instagram ad performance—adjusted when needed.

  • Approved submissions and selected winners.

  • Drafted legal language and rules.