Nestlé is rumoured to be gearing up for an online ‘charm offensive’ due to sustained negative chatter about the brand online, and is briefing several global agencies in preparation for a head-to-head pitch. However, as it turns out, the super brand might be better off learning how to leverage the online space to promote itself from the Girls Scouts movement in the US.

The organisation has created a video promo to show how beneficial the cookie programme can be, which is in stark contrast to last year’s approach to the digital space. Just 10 months ago the Girl Scouts banned one enterprising girl from selling cookies online after she created a YouTube video appeal, yet this week, the movement’s own attempt has been viewed over 21,000 times in just under a week.

“With the technology era and the different ways to communicate, we decided as a troop to capitalise on those technologies,” said Monique Lazzarini, leader of one of Northern California’s successful groups. According to San Jose Mercury News, her scouts are using Facebook, making ‘mass phone calls’ to doctors’ and dentists’ offices and writing letters to members of Congress asking for their business.

As the Girl Scouts are still not allowed to sell cookies online, but can use the Web as a promotional tool, the video’s purpose is not to create revenue. Instead, it’s to convey how the cookie proceeds are used to support worthy causes, and most important, how being a Girl Scout helps girls develop critical business and leadership skills.

Porter Novelli hosted a session this morning as part of Social Media Week to discuss the fact that not everything is about online. One of the key points raised was that a company that does bad things will get found out no matter what they do online, which Nestlé might do well to remember. However, when you’re transparent, ambitious and do a bit of good in the process, people respond well – just like they have in this instance.