Growing Young Readers with the Dolly Parton Imagination Library

Client: Oklahoma Partnership for School Readiness (OPSR)
Role: Client Lead

Overview

As client lead, I helped to develop the strategy and execution of a playful, Dolly-branded social media campaign designed to boost awareness and enrollment in the Dolly Parton Imagination Library across Oklahoma. The campaign exceeded engagement benchmarks, drove sustained signup growth and contributed to a surge in statewide participation.

The Challenge

OPSR wanted to raise awareness among Oklahoma parents of the free book program for children ages 0–5 and drive meaningful increases in registrations while maximizing limited paid media spend.

Strategy & Execution

• Developed a series of Meta ads leveraging Dolly Parton’s brand recognition with playful, western-inspired creative.

• Optimized in real time to focus on top-performing visuals and messaging.

• Ensured creative resonated with Oklahoma parents and translated digital engagement into real-world action.

Results

• Sustained 2% month-over-month signup growth.

• Over 1 million books distributed statewide.