What: WeWork’s Ana Rivadeneyra reveals to Portada how WeWork “humanizes” its outreach to potential customers in order to grow its market in Mexico and Latin America.
Why it matters: WeWork is leveraging the power of its own members’ experiences as told by them on social and other digital media to fuel its rapid growth in Latin America.
“Our community is our most valuable marketing tool.” That’s how Ana Rivadeneyra, Marketing Manager México at WeWork, describes WeWork’s strategy for continuing its rapid growth in Mexico and Latin America.
WeWork first entered the Latin America market in 2016 starting in Mexico City and has since grown its presence in the region to 50 locations and 11 cities in six countries, including Mexico City, Buenos Aires, Sao Paulo, Bogota, Río de Janeiro, Lima, Monterrey, Santiago de Chile, Medellin, Guadalajara and Belo Horizonte.
“This region is of utmost importance globally for WeWork since it is the fastest-growing region, taking into account that we have only spent a little more than two years in this territory,” Rivadeneyra tells Portada.
Today, WeWork has 32,000 members in Mexico, and 450,000 members worldwide.
Portada: How does WeWork see itself operating worldwide and in Mexico? Is it a real estate, services, or software company?
AR: Our growth in Latin America—and the world—is on all of those fronts. We provide a 360-degree solution that simplifies space installation and maintenance. We are a single point of contact for an architect, designer, construction professional, landlord, and attorney. Here, workers and companies have the space, technology, services and experience to help them focus on what’s most important to them. Beyond just the physical space, our network of members and our application create a worldwide community of professionals and businesses.
Portada: What are the traditional marketing tools WeWork is using to grow its market in Mexico and Latin America?
AR: Our community of members is our most important marketing tool. For that reason, we have developed our “member stories” which are case studies of success that tell how WeWork has contributed with its growth, expansion and connections. To distribute these messages and to amplify their content, we use multiple channels such as social media, print, radio, videos and events. By the same token, we place a lot of importance on our referral program where our employees and members are awarded for recommending someone who is interested in a work space.
Portada: What are some of the newer marketing tools that WeWork is using to grow in Mexico and the region?
AR: At WeWork we are constantly looking to innovate in all areas, and our marketing is no exception. Our strategy is highly focused on digital (Social Media, Google Ads, Search, Website, Email Marketing, etc.), but without losing the real experiences and the value of real connections with people. Therefore, we like to define our strategy as “humanized marketing.” Another one of our very valuable tools is our WeWork application. With it we have managed to materialize loyalty tactics like discount benefits for members, direct communications, push notifications, a referral program, etc.
Portada: Among the new digital marketing tools that WeWork is using, which ones are proving to be the most important?
AR: Organic content on the Facebook and Instagram platforms works well for us in order to promote our mission and generate awareness of what we offer. We add to that strategic segmentation on the same social networks that allows us to talk about our products to a new market and grow the community. We also use tools like LinkedIn that work to connect with a specific target in a more direct way.
Portada: What is an example of a tool or technology that is making a big difference in your Latin America marketing?
AR: We use the “WeWork experience” that our members have when working in our spaces, including events and experiences that can be posted on Instagram. This has proven to be one of the 360-degree tools where people can learn more about trends, well-being, and different themes that interest them. For this reason, we focus many of our efforts and actions to invite more people to enter our buildings and experience and live the spaces within.