I wanted to take an unconventional approach to this campaign. When it comes to brands like Girl Scouts it’s easy to fall into the cliche, heartwarming narrative. I wanted to show these trailblazing women that volunteering their time as a Troop Leader is so worth it. They will be welcomed into a community of likeminded women and make memories with not only their kids but also their new besties. My strategy is benefit focused. Being a Troop Leader isn’t a babysitting job. It’s morning yoga with the gals, shopping sprees before every excursion and outshining the local summer camp with your daughters and fellow troop leaders. To execute this strategy I created a series of deliverables including an email + landing page, and three social media concepts. My favorite social media concept that I created is the “2023 Wrapped: Girl Scout Troop Edition.”