SXSW Interactive 2016
#ForEVERYGirl—The Making of a Viral Campaign
When the Girl Scouts of Western Washington got a $100K donation there was one big string attached: the donor didn’t want the money to serve transgender girls. So the organization did two things: 1) Gave the money back. 2) Launched the #ForEVERYGirl crowdfunding campaign to fill the gap.
72 hours later, they hit $300K.
This talk deconstructs a viral campaign by one of the country's oldest brands. From timeframe and team selection, to storytelling and crises comms—we’ll share learned-in-the-trenches strategies from this shoestring initiative.
You’ll walk away knowing how to spot an idea with viral potential, strike at the right moment and create authentic campaigns that catch fire.
Share this idea
- What does the making of a viral campaign actually look like from the inside out?
- What are the top five take-away strategies from the #ForEVERYGirl campaign that you can use to amplify your own purpose-driven stories?
- How crucial is it to be 100% authentic to your organizations’ mission/brand when launching a campaign that could go viral?
Annie Favreau, Online Mktg Mgr, Girl Scouts of Western Washington