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
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.