LAUNCHING LEMON-UPS™
GIRL SCOUT COOKIES®

THE CHALLENGE
Introduce a new lemon cookie to Girl Scout Cookie fans across multiple social media platforms.

OUR STRATEGY
Highlight the positive affirmations baked into the cookie in order to celebrate the bold spirit of Girl Scouts and inspire Girl Scout Cookie fans.

WordsFresh suggested consumers share the affirmations with others to spread positivity and lift each other’s spirits. We implemented the tagline “Lift ‘em up with Lemon-Ups!”

We also created two mini-campaigns across social media channels: The Lemon-Ups Matchups challenge and the Jump Up for Lemon-Ups challenge.

Lemon-Ups Matchups: Inspired fans to choose the “I am” statement that best matched their personality and share it on social media.

Jump Up for Lemon-Ups: Promoted cookie sales during National Girl Scout Cookie Weekend by inviting followers to #JumpUpForLemonUps on Leap Day.

RESULTS

267k impressions on Facebook announcement
Instagram profile visits
increased by 78% during launch week
Gained 235+ Instagram followers over the course of the season