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Branding

Girls Scouts

 

The Challenge

While the Girl Scout brand is well recognized and highly trusted, the organization came to us after experiencing a multi-year membership decline. They were struggling to build relevance, speak with one consistent voice and compete in a landscape that is blurring the lines of distinction (specifically being driven by Boy Scouts).

 

Our Approach

We developed a creative campaign that brought their new brand positioning to life which champions taking bold action and transforming ideas into reality.

 

Collective Impact

The creative not only hit GSUSA’s lead goal, but the true conversion membership number goal as well. On top of that, we did it with 20% of the media spend and in half the time of the prior year’s campaign.

 

 

  • Strategy

    Branding

  • Client

    Girls Scouts