168 Hours of Sweet News Coverage
Tierney secured over 100 news placements in the first 7 days of Girl Scout Cookie Season
The Girl Scout Cookie Program is the largest entrepreneurial program for girls across the globe. She’s not just selling a box of Thin Mints; she’s gaining the confidence to pitch the first investor in her small business. The Girl Scout mission is to build girls of courage, confidence, and character, who make the world a better place. As one of the top ten councils nationwide, Girl Scouts of Eastern Pennsylvania (GSEP) is 2.7 million strong with 1.9 million girls and 800,000 adults who believe in the power of every girl to change the world. As GSEP’s agency of record, Tierney helped promote the launch of the 2022 cookie season, the new Adventurefuls cookie, and the return to in-person cookie sales.
Within the first week of the three-month Girl Scout Cookie Program, Tierney secured over 100 placements including broadcast segments on 6ABC, WFMZ, CBS3, NBC10, FOX29, PHL17, Telemundo 62, as well as digital and print coverage in the Philadelphia Inquirer, The Reporter, Times News, Delaware County Daily Times, and Billy Penn. Beginning with the Girl Scout Cookie Mega Drops on Saturday, January 15, 2022, local broadcast stations covered Girl Scout Cookie Season featuring interviews with staff, volunteers, and Girl Scouts. On launch day, GSEP CEO Kim Fraites Dow appeared live on CBS 3, FOX 29, NBC 10’s Philly Live, and NBC 10 Evening News. Other leaders and board members also appeared live on PHL 17 and WFMZ.
Beyond news placements, Boathouse Row, One & Two Liberty, Cira Centre, FMC Tower, and 1901 Market Street were lit up green that evening to celebrate the kick-off of GSEP cookie season. NBC 10, Telemundo 62, and CBS 3 captured the green buildings during that evening’s news – rounding out 24 hours of Girl Scout cookie coverage. As a continuation of last year, Tierney sustained relationships with bakeries across our footprint to further promote the new Adventurefuls cookie through each bakery’s custom desserts and cross-promotion. Food influencers also shared in the celebration by posting unboxings of the new Adventurefuls on Instagram and sharing the important life skills girls learn when participating in the program.
With one month remaining, GSEP has received early reports that the 2022 Girl Scout Cookie Season is poised for one of its most successful seasons to date. Cookie season concluded on March 13th, 2022.
