At the PROGNESSA agency, we love collaborations that have heart. When we were approached to help with a campaign for Nadežda Demeterová, it was an honor for us.
The long-time managing director of the company RISO, s. r. o. , a manager with strong character and a gentle smile, was nominated for the Slovak Woman of the Year 2022 award in the Business and Management category. And although she has been dedicated to her work for decades, the public had known little about it until now.
Successful people often don’t want to draw unnecessary attention to themselves. But in this case, it was a nationwide vote decided by public votes. Without targeted communication and marketing, it would have been almost impossible to reach thousands of people beyond her hometown of Rimavská Sobota.
We decided to build the campaign on the most important things – truth and authenticity. We introduced Mrs. Naďa as her colleagues, family, and community know her: as an empathetic leader, a caring mother, a responsible woman who holds the company and its people together.
We launched a Facebook campaign focused on a human story. We helped create an authentic video that, despite a limited budget, reached over 10,000 viewers. People could participate in contests for RISO jams or a stay in Oman, and we also included printed flyers that spread the idea of the nomination directly where her target audience lived – in the regions where Mrs. Naďa had worked her entire life.
At the gala evening on June 23, 2022, the tension was palpable. Then her name was announced: Nadežda Demeterová became Slovak Woman of the Year 2022.
For her, it was an honor. For us, proof that marketing can have a soul. We concluded the campaign with a thank-you video in which the Slovak Woman of the Year spoke to everyone who supported her.
💗 Some campaigns sell products. This one showed values. And those are even more important in today’s world. 🍓
