27,000
MEMBERS ACQUIRED
≈ $7.56M
ESTIMATED MEMBERSHIP VALUE
Calculated using a $280 membership fee.
01 / LISTEN
Start withparents.
National parent survey research uncovered what families were thinking, the challenges they were experiencing and what they wanted more of for their children. Those insights became the foundation of the campaign strategy.
02 / THE IDEA
Ditchthe screens.
Research transformed into a national creative platform positioning Scouting as an alternative to increasingly screen-dominated childhood. Exploration, friendship, adventure, skill and real-world experience.
03 / PRODUCTION
From strategyto camp.
Developed the campaign concept, built the strategy, wrote the video scripts, worked with the production team, cast youth talent, helped direct creative execution. Production took place over one weekend at Camp Samac.
04 / THE JOURNEY
An ad is onlythe beginning.
The campaign included a dedicated landing-page experience and a three-month national email journey. The CRM strategy included prospective and previous members, including audiences dating back approximately two years.
Result
27,000 members.≈ $7.56M value.
27,000
MEMBERS ACQUIRED THROUGH DIGITAL ADVERTISING
≈ $7.56M
ESTIMATED MEMBERSHIP VALUE
Based on a $280 membership fee. This is an estimated membership value, not audited campaign revenue.
Capabilities