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Palo Alto Software Social Media Campaign

Thought leadership campaign delivers 650 percent increase in social media mentions for female-driven software company.


earned media placements (more than 50 percent were top tier)


increase in Twitter followers


as many social media mentions


major speaking events including a trip to the White House

Project Overview

Sabrina Parsons, CEO of Palo Alto Software, wanted to take a stand on gender inequality and position herself as a go-to thought leader in the fight to close the gender gap. Walker Sands produced a research report about gender discrimination in American workplaces, and devised a campaign around it. This work framed Parsons as an “anti-Lean In activist” in media placements and doubled her Twitter followers.

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