Carlos Rojano

Campaign Objectives

For this campaign created for International Women’s Day, Altitude Digital Marketing aimed to recognize the value of women throughout national and international history and how they have influenced female society. The goal was also to demonstrate that the small daily actions of women contribute to the development of the future.

How It Was Developed / What Was Created

During the creative process, a comparison was made between the act of “influencing” female society historically and the activities carried out by modern-day influencers, whose role is to motivate a particular community to take specific actions.

Based on this connection and a qualitative research focused on women’s current actions, the meaning of the word “influencer,” and a general perspective of actions that produce powerful results capable of changing their environment and that of others, the following insights were gathered:

An influencer is not just someone who influences you, but someone who teaches and inspires you.
Every action counts, no matter how small, and no matter if it’s from home; every “seed” counts.
As a woman, I will always have something to advise or recommend to another, especially to tell them to be themselves and be free.

The next step was to find a link between these three ideas and respond to the initial objective. It was concluded that the image of the typical influencer should be personified as someone whose actions, no matter how small they seemed, had the power to “inspire” others. In this case, the focus would be on women sharing this motivation with other women.

Thus, the campaign “Las Verdaderas Influencers” was born, aimed at spreading the message that women are the “true influencers” by performing actions, however small, that have the ability to inspire others and ultimately change the world they live in.

How Was the Campaign Executed?

This message was shared through storytelling, mentioning historically recognized Ecuadorian women who, with their actions, opened doors for future generations of women. These women became the true influencers who started it all. In collaboration with Carolina Gordón, a renowned Ecuadorian radio host and influencer, a unique activity was launched for Productos Del Sur and Ecuadorian women.

To execute the campaign, the agency developed a mechanic that users had to follow to participate in this initiative on social media. The brand called upon Ecuadorian women to share how they are capable of transforming the world through their daily actions, and to mention the women who inspire them to change the world.