Project Description

LAUNCHING LEMON-UPS®
GIRL SCOUT COOKIES®

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

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

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