Paula Ordovás x Vividoras
We lead the integral strategy and production of Vividoras: from narrative architecture and creative supervision to the web series, workshops, and editorial content. We implement a multichannel amplification plan to maximise the reach of all audiovisual and social pieces.
Strategic definition of brand partnership
· Narrative architecture and content plan
· Production of the web series “Stories of Overcoming”
· Vivacious Workshops Production
· Audiovisual and social pieces
Editorial content for the Vividoras platform
· Multichannel amplification plan (owned + shared).
Creative supervision and general coordination
We developed an influencer marketing strategy for Vividoras based on a long-term alliance with Paula Ordovás, elevating prescription towards a model of co-creation of content, experiences, and shared narratives. A project designed to connect Pelayo Vida's value proposition with new audiences through credibility, utility, and genuine affinity with the female wellness sector.
Vividoras was created as Pelayo Vida's proposal to support women who live intensely, with real concerns and the need to build their well-being and security from their own perspective. The challenge was clear: to make Vividoras' value proposition tangible and approachable, enhancing its cultural and emotional relevance, without falling into a traditional influencer marketing approach.
Necesitábamos una alianza que sumara credibilidad, aspiración y utilidad; una marca-persona con historia, voz y comunidad alineadas con el espíritu Vividoras. Así surge la asociación con Paula Ordovás, empresaria y creadora de contenido, elegida como brand ambassador del proyecto durante la campaña.
Women don't want brands to talk to them about insurance; they want brands that understand their life challenges and accompany them with real tools to live better, decide freely, and project themselves without guilt. Security is perceived today as something broader: emotional, economic, personal, and social security.
We are approaching the campaign as a partnership between two brands with complementary universes:
Vividoras: a value platform for women combining inspiration, community, and protection solutions.
· Paula Ordovás: personal brand associated with entrepreneurship, life evolution, self-care and an honest way of living “without a manual”.
The strategy was articulated around three principles:
1. Co-creación: no solo prescripción, sino construcción conjunta de contenidos y narrativas. El proyecto se desarrollo en estrecha colaboración con el equipo de comunicación e imagen de Paula Ordovás, trabajando de forma coordinada en la definición de mensajes, tono y formatos para asegurar la coherencia entre su universo de marca y el territorio Vividoras. Esta dinámica de co-creación permitió alinear sensibilidades, validar cada pieza desde la autenticidad y construir una asociación sólida, natural y reconocible para ambas comunidades.
2. Usefulness + inspiration: content applicable to real life, with emotional storytelling.
3. Multi-piece and multi-format: constant and diverse presence to sustain conversation.
La asociación se despliega en un ecosistema de contenidos y experiencias diseñadas para generar comunidad, conversación y recuerdo. La campaña se ha consolidado como una alianza de marcas con propósito, aportando mayor relevancia de Vividoras en territorio lifestyle y bienestar femenino; crecimiento de comunidad y engagement cualitativo, gracias a formatos participativos (talleres) y narrativos (web serie); incremento de percepción aspiracional y cercana de la propuesta de valor de Pelayo Vida; y contenido propio reutilizable para sostener la estrategia 2026–2027.
OTHER CASES
