Reilly Connect was recently named by the Public Relations Society of America (PRSA) as a Silver Anvil Award Finalist for our work on behalf of Kellogg’s and its support of Girl Scouts of Greater New York (GSGNY) Troop 6000’s first-ever cookie sale. Troop 6000 is specially-designed to serve the thousands of girls living in the New York City homeless shelter system. Started in February 2017, Troop 6000 meets weekly in shelters across the city and is led by trained troop leaders – women and mothers also living in the shelter. Kellogg’s hosted Troop 6000’s five-day cookie sale event at the Kellogg’s New York City Café Union Square in April 2018.
Reilly Connect collaborated with Anthem Worldwide and was given the charge to help Kellogg’s build awareness and to encourage people to buy cookies during the five-day cookie selling event. We blitzed local and social media with a predisposed interest in Girl Scouts and the homelessness. Reilly Connect’s video production experts extended the story reach beyond local New York media through creation of original video content about Troop 6000 and the cookie sale. The Cafe helped mobilized Union Square businesses and residents and inspired prominent influencers to share information about the event across social channels. The availability of ordering cookies digitally was also promoted.
The girls set out to sell 6,000 boxes of cookies. The efforts of our Chicago and New York-based teams collectively generated 420 million media impressions. The coverage spurred hundreds of people each day to visit the Cafe to buy cookies and thousands to post comments and words of encouragement to the girls across social media. Troop 6000 sold over 32,569 boxes of cookies.
“Reilly Connect is focused on purposeful PR and the results of this event are testimony to our devotion to work with clients like Kellogg’s who are dedicated to making the world a better place,” said Susan Reilly, President, Reilly Connect. “The joy and excitement on the faces of these beautiful girls during a difficult time in their lives will forever be a cherished career memory.”
The Silver Anvil Awards Ceremony will be held on June 6 at the Edison Ballroom, 240 West 47th Street, between Broadway and 8th Avenue, in New York City. Silver Anvil winners and Award of Excellence recipients will be announced at that time, along with the “Best Of” Silver Anvil.
“We are particularly proud to be among the prestigious list of agencies who have also been named as finalists,” added Susan Reilly.
To view all PRSA 2019 Silver Anvil Finalists visit: http://anvils.prsa.org/silver-anvil-awards/2019-silver-anvil-finalists