Century 21 wanted to attract new agents to the Century 21 franchise. The agency connected two insights that included the growing number of entrepreneurs among Latinos and the increase of Latinas in the workforce. This was the driving force for the Empowering Latina campaign. We created an integrated marketing mix with proven media outlets that included digital banners, native branded articles, videos, social media and anchored by TV integrations. In 2019, to bring the Empowering Latina platform to a global stage, we had Century 21 join forces with the Eva Longoria Foundation.