Girl Scouts
Request: Create an integrated marketing campaign that increases the Girl Scouts of America’s Market growth among BIPOC Millennials. Girls Scouts of America is the industry leader, in order to maintain its top position, the Girl Scouts of America must continue to grow and adapt with new audiences.
Process: I reviewed the Girl Scouts rebrand and campaigns, researched how to authentically average to BIPOC Millennial mothers on Mintel and dived deep into current research and trends. I created our target persona the “Empowered Mother” and ideated the business problem, consumer truth and tension, and the campaigns’ single minded proposition.
Key Strategic Insight:
BIPOC millennial mothers feel the Girl Scouts of America is an apolitical organization that will not show up for my community in any meaningful way.
Solution: “Know your place girl.” Demonstrate that BIPOC women have a place at every table and belong with the Girl Scouts.
Creative Solutions
Creatives: Elizabeth Gordon, Gracie Kibort, & Natalie Williams
Strategist: Jack Callahan