OneCoWork was entering a key stage of growth with the launch of its new Madrid location. The challenge was, not only to generate qualified office leads quickly, but to establish the space as a relevant hub within Madrid’s startup, creative and business ecosystem from day one.

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We led the marketing strategy during the launch phase, combining performance marketing, strategic partnerships and community-led activations to drive both awareness and lead acquisition.

The approach focused on creating visibility across multiple touchpoints while building trust through local ecosystem integration and in-person experiences.​

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The collaboration included several activations that blended fitness, social connection and emotional brand engagement:

• Community & Partnership Strategy: To accelerate local awareness and organic discovery, we partnered with brands (such as On and Siclo), founders and communities to activate the space through collaborations, gatherings and shared experiences that encouraged walk-ins and introduced new audiences to the OneCoWork ecosystem.

• Grand Opening Activation: it included curated opening events designed to embed OneCoWork within Madrid’s professional community from the outset. A private open house invited key brokers and commercial partners to experience the space firsthand and connect directly with the sales team, while a VIP networking event brought together founders, startup leaders and professionals from some of the city’s most dynamic companies. 

• Performance Marketing: We developed a media-mix strategy across Google Search, LinkedIn and Instagram to capture high-intent demand from startups, remote teams and growing businesses searching for premium office solutions in Madrid. Google Search Ads became the core lead generation engine, with campaign structures and bidding strategies tailored around different workspace products and audience intent levels. Social campaigns complemented search activity by reinforcing brand positioning, showcasing the space experience and increasing visibility among entrepreneurial and business-focused audiences.