Objective

To generate awareness about the arrival of WPO in Spain and the organization’s proposal to generate interest among Spanish businesswomen for the creation of new chapters.

Challenge

WPO is an international organization with little public recognition outside of the US. The only chapter/group of businesswomen that WPO has formed in Spain is in Galicia, not in Madrid. The Spanish businesswomen who are members of WPO have extremely low profiles and are unknown to the Spanish media.

Strategy

The visit of the Global CEO was leveraged to give visibility to WPO and raise awareness about the issues that led to the creation of this organization. Various content pieces were created to share with the media, covering topics of interest such as the loneliness of the businesswoman, female leadership, the challenges of second-stage companies, etc. On some occasions, it was suggested that the spokesperson be one of the Spanish businesswomen to start building WPO’s local profile.

Results

15 publications were achieved in two weeks. More than 70% were in Tier 1 media outlets. We obtained more than EUR 130K in Earned Media. Over 100M unique users were reached.

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