The driving idea behind this campaign was to authentically connect Citizen with Hispanic audiences by embedding the brand within a trusted cultural platform that celebrates purpose, achievement, and Latina leadership. Leveraging the authority of PEOPLE en Español, we aligned Citizen’s values of performance, style, and innovation with the lived aspirations of its Hispanic growth target — a.k.a. the Purposeful Pursuer — by integrating the brand into Las 25 Mujeres Más Poderosas, an iconic franchise that has honored barrier-breaking Latinas for over 15 years.
Our objective was to develop breakthrough, ownable paid partnership ideas and activations that were content-led, culturally resonant, and expansive in reach and depth, while also reflecting the ambition, influence, and multi-dimensional identities of modern Latina leaders. This experiential, out-of-the-box storytelling showcased Citizen watches as tools that “go beyond” in performance, remain timeless in style, and lead in innovation through sustainable Eco-Drive light-powered technology and Super Titanium. At the same time, we aimed to elevate Citizen as an accessible, values-driven brand within the sustainable style category.
By integrating the brand into a powerful cultural conversation around Latina leadership and purpose, we sought not only to drive awareness and consideration, but to build lasting relevance, credibility, and affinity within one of the most influential and fastest-growing consumer communities.
To bring the partnership to life, we designed a full-scale content-led ecosystem that embedded Citizen within one of PEOPLE en Español’s most meaningful cultural moments: Las 25 Mujeres Más Poderosas. Our strategy positioned Citizen not as a sponsor, but as an active participant in a trusted celebration of Latina leadership, ambition, and influence — integrating the brand seamlessly across editorial, social, and live experiences.
We began with full ownership of the reveal of the 2025 Las 25 Mujeres Más Poderosas list. This year’s reimagined franchise spotlighted Poderosas in their 30s, brought to life through a dedicated editorial special featuring exclusive photography, in-depth interviews, reflections on past honorees, and “Behind the Style and Glam” content. The brand’s hero collections reinforced themes of performance, style, and sustainable innovation at the precise moment these women were honored for their impact.
That authenticity was deepened through custom content featuring Fashion & Beauty Director and Poderosa Kika Rocha, whose reflections on leadership and evolving style naturally incorporated Citizen as part of her daily ritual. Conversations extended into PEOPLE VIP live and VOD programming, where editors and honorees discussed mentorship, legacy, and ambition — integrating Citizen into cultural dialogue around time and progress.
IRL, Citizen sponsored a live panel and reception honoring three Poderosas, gifting watches as symbols of achievement rather than as a promotional giveaway, and with the brand’s key talking points artfully woven into the panel questions. Social amplification — from GRWM content to behind-the-scenes moments — further reinforced relatability and relevance, sparking real-time engagement. We took the program a step further with a custom “What Makes Me Tick” article spotlighting a stylist behind one of the honorees. Through a week-in-the-life lens, we showcased how she styles powerful women (including herself) while rotating through Citizen watches to match each look.
By ensuring every touchpoint felt additive and culturally fluent, we preserved editorial integrity while embedding Citizen authentically into a broader conversation about purpose, progress, and sustainable style within the Hispanic community.
Our primary objective was to drive meaningful awareness and engagement among Hispanic audiences by embedding Citizen within a trusted, empowerment-driven cultural platform. The results not only met that goal, but exceeded it.
Empowerment-led premium native executions anchored in PEOPLE en Español’s editorial authority drove sustained attention and above-benchmark performance: The flagship native article achieved an engagement rate 64% above benchmark, demonstrating that culturally resonant narratives prompted audiences to lean in. Notably, the majority of clicks originated from the Citizen brand logo — indicating that readers first engaged deeply with the Poderosas story before intentionally seeking out the brand, a strong signal of authentic interest and growing brand awareness.
Social amplification further accelerated impact, delivering a CTR nearly 4x the benchmark. Emotional, behind-the-scenes storytelling generated positive sentiment and meaningful interaction, particularly among women, while more product-forward social units effectively captured mid- and lower-funnel intent.
Exclusive editorial sponsorships also consistently delivered above-benchmark engagement, especially when paired with high-visibility formats and homepage placements. High-impact media units exceeded benchmarks by an average of 2x, with strongest performance tied to transformation-oriented storytelling.
Collectively, these results confirm that aligning Citizen with authentic, empowerment-centered content successfully drove awareness, engagement, and deeper brand consideration among Hispanic audiences — proving that cultural relevance is not just meaningful, but a powerful growth strategy.
