Paula Ordovás x Vividoras: when brand association creates real value for women
In an environment where brands compete for attention across a thousand screens, collaborations can't be limited to “having a presence”. To be relevant, they need to sharing purpose, providing utility, and building culture. That was the basis of Paula Ordovás x Vividoras, a brand association campaign between Pelayo Vida—through its Vividoras project—and the personal brand of Paula Ordovás, an entrepreneur and content creator with an established community and a vital territory genuinely aligned with the initiative.
This case confirms a key idea: When two brands from different spheres associate with coherence, the result is not a spike in visibility, but an ecosystem of sustained value..
The challenge: to connect with Vividoras through emotion and utility
Survivors It was born as Pelayo Vida's proposal to support women who live intensely, with real concerns, and with the need to build well-being and security from their own perspective. The challenge was to to make that value proposition tangible and approachable, elevating its cultural and emotional relevance without falling into traditional influencer marketing schemes.
To achieve this, we needed an alliance that combined three ingredients:
Credibility, aspiration, and usefulness. Not a specific face, but a brand-persona capable of co-creating and activating a real conversation.
The association thus arose with Paula Ordovás, the project's new brand ambassador, chosen for her entrepreneurial career and for her honest portrayal of a self-made woman who acts “without a manual”.
Insight: security today is broader than insurance
Women don't want brands to just 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.
From that perspective, security is perceived as something much broader:
Emotional, economic, personal, and social security.
Vividoras is activated precisely there: in the everyday territory where women reinvent themselves, advance, and overcome.
Brand association strategy: two complementary universes, a common narrative
We are approaching the campaign as a Authentic brand association between two brands with distinct languages, but compatible values:
- Those who live (Pelayo Life): A platform for women that combines inspiration, community, and protection solutions.
- Paula Ordovás: Personal brand associated with entrepreneurship, life evolution, self-care, and a way of living with one's own voice.
The alliance was built on three principles:
- Co-creation
Beyond the brief, we defined a joint construction of messages, tone, and formats. The project was also developed in close collaboration with Paula Ordovás's communications and image team, ensuring total coherence between her brand universe and the Vividoras territory. This coordination allowed each piece to be validated for authenticity and consolidated a natural partnership for both communities. - Usefulness + inspiration
Content applicable to real life, with emotional storytelling, so that Vividoras is perceived as a platform that supports and contributes. - Multi-piece and multi-format
A constant and diverse presence to sustain conversation, community, and remembrance, avoiding the logic of one-off campaigns.
Execution: a living ecosystem of purposeful content
The association was deployed as a content and experiences ecosystem designed to connect from a human perspective
- Web series “Overcoming Stories”
Episodes featuring real and diverse women, recounting moments of change, decision, and life rebirth. Paula acts as a connecting thread through empathy, not through taking centre stage. - Living Workshops
Sessions designed to foster community through useful tools, shared conversation and practical learning. - Audiovisual and social pieces
Brevity capsules, micro-stories and native formats for social media, with coherent and recognisable narratives. - Editorial content for the Vividoras platform
Articles and resources aligned with real community themes: wellbeing, life decisions, self-knowledge, security in a broad sense. - Multichannel amplification plan (owned + shared)
Coordination between Pelayo/Vividoras channels and Paula's channels, maximising coherence, reach and affinity.
Impact: More relevance, more community, more future for the brand
The campaign has consolidated itself as a purpose-driven brand alliance, achieving clear effects:
- Greater relevance of Vividoras in territories of feminine lifestyle and well-being.
- Community growth and qualitative engagement thanks to participatory (workshops) and narrative (web series) formats.
- Increase in aspirational and close perception of Pelayo Vida's value proposition.
- Proprietary reusable content, key to sustaining the 2026–2027 strategy.
In conclusion: A demonstration that well-designed brand association multiplies value for the audience and the brand.
Why this is brand association (and not just influencer marketing)
Campaigns with influencers usually focus on reach and awareness. Here the focus was different:
- Shared story, not simple diffusion.
- Co-creation with purpose, not isolated pieces.
- Sustained ecosystem, not a one-off activation.
- Real value for the community, not just exposure.
When two brands collaborate coherently, the partnership moves beyond being a tactical resource to become A strategic lever for positioning and growth.
Paula Ordovás x Vividoras Demonstrate how associations between brands from different universes can generate cultural, emotional, and strategic relevance if they are built on authenticity. Vividoras didn't just communicate a proposal: activated a movement, with content that supports real women to live their way, with more tools, more confidence, and more future.