CHALLENGE Everyone has their favorite Girl Scout Cookie. And when there’s a new one? It needs a special introduction – in this case, across multiple social media platforms.
OUR STRATEGY With positive affirmations baked right in, this is a cookie made for social sharing. Messaging encouraged consumers to spread those good vibes with the tagline “Lift ‘em up with Lemon-Ups!”
Two social campaigns drove more engagement:
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.
Design: Ingrid Design
Photography: John Lair
267k impressions on Facebook announcement
Instagram profile visits increased by 78% during launch week Gained 235+ Instagram followers over the course of the season