Girl Scouts
The Girl Scouts of Western New York have long been a beacon of empowerment, fostering an environment where young girls grow into confident leaders, and volunteers find profound purpose in guiding them. With their latest recruitment campaign, “What Matters Most,” they approached Mr. Smith to craft a campaign that would amplify these core values. The campaign sought to drive sign-ups for both girls and volunteers, showcasing the personal growth and community impact that Girl Scouts offers.
Our mission was clear: to inspire and recruit by sharing the transformative experiences Girl Scouts provides. For girls, it’s about the friendships they form, the challenges they overcome, and the inner strength they discover along the way. For volunteers, it’s the fulfillment that comes from mentorship, the ability to teach valuable life skills, and the opportunity to make a lasting impact on their communities. Together, both perspectives shaped our campaign strategy.
At the core of “What Matters Most” was a dual narrative approach. From the Girl Scout’s perspective, we highlighted the sense of belonging, adventure, and confidence that define their journey. For the volunteers, we showcased the deep rewards found in guiding the next generation of leaders. This messaging was then brought to life through a comprehensive 360-degree campaign that spanned digital, traditional, and experiential channels.
Our creative team designed a fresh campaign identity that reflected the joy and empowerment of the Girl Scouts experience. Vibrant photography and video production captured authentic moments of girls and volunteers in action, illustrating the heart and soul of the movement. These visuals served as the backbone of the campaign, weaving through every touchpoint.
Social media played a key role in driving engagement, with dynamic content designed for Instagram, Facebook. We leveraged user-generated content to amplify real stories of growth and achievement. Out-of-home (OOH) placements, including billboards, bus stops, and metro ads, ensured the message reached a broad audience in high-traffic areas. Radio, movie ads, OTT, and broadcast spots delivered emotionally resonant stories that encapsulated the campaign’s essence, connecting deeply with local communities across multiple platforms.
Through a strategic blend of these efforts, the “What Matters Most” campaign revitalized the Girl Scouts of Western New York’s recruitment efforts, inviting girls and volunteers alike to join a movement that celebrates what truly matters: building lifelong skills, meaningful connections, and a strong foundation for the future. With Mr. Smith’s creative direction, this campaign reinforced Girl Scouts’ enduring legacy of shaping confident, compassionate young women.
