Dana Váhalová

Election Campaign for the Senate Candidacy in the Czech Republic

Aug - Sep, 2022

content creation

About the Project

In August, we began collaborating with Senate candidate Dana Váhalová, who participated in the Senate elections for her native constituency 67 – Nový Jičín.


Dana is an advisor to the Minister of Culture of the Czech Republic and has been a member of the Czech Social Democratic Party (ČSSD) since 1997. From 2010 to 2017, she served as a member of the Chamber of Deputies (Poslanecká sněmovna); from 2004 to 2012, she was a representative in the Moravian-Silesian Region; and from April to December 2021, she held the position of the deputy chair of the ČSSD.

First Steps
  1. We conducted an analysis of the target audience and segmented it based on profession and lifestyle – young mothers, entrepreneurs, agricultural workers, retirees, etc.
  2. We explored the values and goals of each group and created promotional materials based on them.
  3. We visited Dana at her home in Nový Jičín, where we took promotional photos and videos, interacted with the target audience, and recorded interviews.
What Came Next
  1. We designed graphic materials for the election campaign: billboards, posters, printed brochures, and merchandise.
  2. We produced several pre-election videos on topics relevant to voters: energy crisis, inflation, security, comfortable infrastructure.
  3. We launched 6 advertising campaigns on Facebook.

Interesting Facts:

  • Natáčení reklamního videa se zúčastnila šéfka NAVIAN.studio se svým synem. 
  • V reklamě nebylo možné nastavit cílovou věkovou skupinu – pouze 18-65+. 
  • Teprve v průběhu práce jsme dostali padesátistránkový manuál, jak správně vést volební kampaň. Ale i bez něj jsme nic neporušili. 

People’s reactions were mostly positive, but no political campaign is without criticism

  1. Some criticized the history of the Czech Social Democratic Party (ČSSD).
  2. The audience did not like the fact that the advertisement was set up by the head of NAVIAN.studio, who has a Russian surname.
  3. We couldn’t avoid trolling from bots and fake accounts.
  • 49,555 – monthly reach of the profile (46,949 people participated in the elections)
  • 60,525 viewed the brochure
  • 150 posters in public places
  • 2 billboards near highways
  • Up to 10.35% engagement rate
  • 6,060 CZK spent on advertising 12 days before the elections
volební kampaň pro Danu Váhalovou

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