THE CHALLENGE: Over the last four years, Girl Scouts has fallen by nearly 30%, from 1.4 million to just over 1 million. But the cookies are still an iconic favorite loved by many.
THE SOLVE: To sell the cookies and drive membership by partnering with one of the most famous Girl Scout alumnae, Taylor Swift, to meet thousands of girls where they already are.
MY ROLE: Copywriter (student), Concepting, Campaign Development, Social Copy
Girl Scouts
INTRODUCING: Girls Scouts Goes On Tour
The campaign repositioned Girl Scouts as a place where girls learn to advocate for themselves by signing up for their local Girl Scouts Chapter.
INTEGRATED CAMPAIGN
Member sign up
To make signing up a breeze for concertgoers, we’ll allow potential members to scan the QR code on the truck and sign up via smartphone.
Once a girl has signed up, she’ll receive her first badge, a limited-edition Taylor-inspired badge for female empowerment.
Specialized Female Empowerment Badge
Limited Editions
Girls Scouts will release three new limited edition treats only sold from the Girl Scouts truck.
AD: Catalina Zamora (Clearly I loved working with her)