Even though they are only sold three months out of the year, Girl Scout Cookies are the second leading cookie brand in the U.S. However, Girl Scouts faced three challenges; 1) cookie sales were declining; 2) customers didn’t understand that the cookie program helped girls learn important life skills, and 3) there was no consistency in branding or communications across the 100+ councils in the U.S.
Collaborating with strategy and copy, I led a team of designers and developers to create a campaign that empowered girls and emphasized the amazing skills they learn as part of the cookie program. The campaign needed to be compelling, flexible, and easily implemented so 100 councils could effectively launch it in their local markets throughout the country.
85% of councils across the country used the campaign materials in market, an increase of over 60% from previous years. Cookie sales per girl increased by 25%. Research results showed the campaign messages resonated with customers and motivated purchasing behavior. And the campaign was seen as such a success that Girl Scouts used it for three years in a row, getting huge returns on their investment.
