{"id":4270520,"date":"2024-10-14T15:13:00","date_gmt":"2024-10-14T13:13:00","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/pasos-hacia-el-progreso-empoderando-a-las-mujeres-en-europa-del-este\/"},"modified":"2026-03-09T15:18:06","modified_gmt":"2026-03-09T13:18:06","slug":"pasos-hacia-el-progreso-empoderando-a-las-mujeres-en-europa-del-este","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/latam\/case\/pasos-hacia-el-progreso-empoderando-a-las-mujeres-en-europa-del-este\/","title":{"rendered":"Pasos hacia el Progreso: empoderando a las mujeres en Europa del Este"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Johnnie Walker<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Pasos hacia el Progreso: empoderando a las mujeres en Europa del Este<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"945790100\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Servicios&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tMarca y Medios\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >Con su compromiso de m\u00e1s de 120 a\u00f1os para impulsar el progreso, Johnnie Walker quiso extender su prop\u00f3sito a los bebedores de Europa del Este\u2014espec\u00edficamente a las mujeres.<\/p><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >En colaboraci\u00f3n con DEPT\u00ae y Publicis Groupe Hungary, lanzaron &#8216;Pasos hacia el Progreso&#8217;, una <a href=\"https:\/\/www.deptagency.com\/es-ar\/service\/creatividad\/\" target=\"_blank\" rel=\"noreferrer noopener\">campa\u00f1a creativa<\/a> que va m\u00e1s all\u00e1 del crecimiento empresarial. Esta iniciativa gener\u00f3 conversaciones significativas sobre los roles de g\u00e9nero y el progreso social en Europa del Este.<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/05\/johnnie-walker-1-.png\"\n\t\t\t\t\talt=\"Poster for Johnnie walker shoes \"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Rompiendo barreras<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>A pesar de la prevalencia de mujeres bebedoras de whisky en Europa del Este, los anuncios en la regi\u00f3n siguen siendo en su mayor\u00eda para el p\u00fablico masculino, reflejando una percepci\u00f3n profundamente arraigada del whisky como parte del &#8216;mundo de los hombres&#8217;.<br><br>En respuesta a esto, Johnnie Walker emprendi\u00f3 una misi\u00f3n para apoyar a las mujeres en toda Europa del Este.<br><br>El objetivo era lograr relevancia entre las mujeres bebedoras de whisky en el saturado y competitivo mercado de Europa del Este. Sin embargo, deb\u00edamos trabajar dentro de los est\u00e1ndares de la marca, es decir, &#8216;Keep Walking&#8217;.<br><br>Despu\u00e9s de pasar tiempo con los locales, qued\u00f3 claro que en Europa del Este los caminos de las mujeres no son elegidos por ellas, sino por otros. Su tiempo se dedica a ser quienes deben ser, no quienes podr\u00edan ser.<br><br>Nuestro desaf\u00edo era romper con estas narrativas arraigadas y empoderar a las mujeres para que trazaran su propio camino. <\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/05\/johnnie-walker-2-1.png\"\n\t\t\t\t\talt=\"Screenshot of Johnie walker app \"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"end\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Pasos hacia el Progreso<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>El movimiento ten\u00eda que surgir de las propias mujeres locales. Al hablar con ellas, hab\u00eda algo que destacaba: los modelos femeninos locales\u2014profesoras inspiradoras, madres, inventoras, pol\u00edticas y estrellas del rock\u2014segu\u00edan siendo notas al pie.<br><br>Acompa\u00f1ados por celebridades locales, le dimos el micr\u00f3fono a las mujeres para que compartieran sus historias de progreso, lanzando as\u00ed &#8216;Pasos hacia el Progreso&#8217; para destacar los logros no contados de las mujeres de Europa del Este.<br><br>Utilizamos plataformas tanto online como offline para dar a conocer estas historias. Aprovechando experiencias de realidad aumentada y asociaciones con influencers, iniciamos una conversaci\u00f3n muy necesaria sobre el empoderamiento femenino en la regi\u00f3n. <br><br>Pero no nos detuvimos all\u00ed. Tambi\u00e9n lanzamos &#8216;Zapatillas de Progreso&#8217;, una edici\u00f3n especial de zapatillas. Cada caja de zapatos inclu\u00eda una cinta rasgable, simbolizando la ruptura de barreras. Todas las ganancias de las zapatillas se destinaron a grupos locales de empoderamiento femenino en la regi\u00f3n, convirtiendo &#8216;Pasos hacia el Progreso&#8217; en un catalizador imparable para el cambio. <\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/05\/johnnie-walker-3.png\"\n\t\t\t\t\talt=\"A woman cutting the laces on the Johnnie Walker shoes \"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-stats-and-copy is-text-left\">\n\t<p\tclass=\"text text-sans-48 block-stats-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Resultados<\/p><p\tclass=\"text text-sans-24 block-stats-and-copy__text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-stagger=\"0.01\" >El movimiento reson\u00f3 m\u00e1s all\u00e1 de las calles, desencadenando eventos y generando un gran revuelo medi\u00e1tico. Amplific\u00f3 la conversaci\u00f3n sobre los roles de g\u00e9nero y el progreso social en Europa del Este, mientras ten\u00eda un impacto considerable en los negocios. Revistas importantes como Elle se hicieron eco de la campa\u00f1a, y celebridades locales de Europa del Este se unieron a la conversaci\u00f3n.<br><br>El aumento de la percepci\u00f3n de la marca creci\u00f3 en promedio un +10% en toda Europa del Este. Durante la campa\u00f1a, el valor neto de las ventas de Johnnie Walker creci\u00f3 en todas partes, alcanzando un pico del +77% en Bulgaria y del +99% en Rumania.<\/p>\n\t\n\t\n\t<ul\n\t\tclass=\"block-stats-and-copy__cards is-content-left\"\n\t\tdata-animation=\"slide-fade\"\n\t\tdata-animation-target=\"inner-items\"\n\t\tdata-animation-delay=\"0.15\"\n\t\tdata-animation-stagger=\"0.15\">\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t37M\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\timpresiones\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t1.1M\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tmedios ganados\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t+10%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\ten aumento de la percepci\u00f3n de marca en Europa del Este\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":40,"featured_media":4270521,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#FFBB00","dept_next_case_accent_color":"","dept_case_video":{"type":"local","id":4263986,"url":"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/10\/Johnnie-Walker-Footsteps.mp4"},"footnotes":""},"client":[39120],"case-category":[42725],"award":[1539],"person":[795],"case-industry":[42732],"class_list":["post-4270520","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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