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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.

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Additional Supporting Materials


  1. What does the making of a viral campaign actually look like from the inside out?
  2. What are the top five take-away strategies from the #ForEVERYGirl campaign that you can use to amplify your own purpose-driven stories?
  3. 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

Meta Information:

  • Tags: marketing, nonprofit, sxgood
  • Event: Interactive
  • Format: Dual
  • Track: Branding and Marketing
  • Track 2
  • Level: Intermediate
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