We have been collaborating with YES Jewellery since 2023, when they came to us to address
expansion into the Czech and Slovak markets. Right from the start, we focused on thorough
preparation—we conducted surveys, media research, analysed the competition and, based on this, designed a suitable strategy and media mix for both markets. We then took over media management and purchasing collaboration with influencers and loyalty club promotion campaigns, including Meta Ads management and work with UGC creators. Over time, the cooperation naturally expanded and brought about projects with significantly greater scope and responsibilities.
One of the biggest joint projects is the ambassador campaign, which builds on the brand’s previous work with ambassadors, but brings an important change—on our recommendation, the brand decided to work with different faces for the Czech and Slovak markets for the first time. Whereas in the past the brand had one common ambassador for both markets, this time we took a more targeted approach together.
An ambassador campaign is not just about choosing a name
From the outside, ambassador collaboration can seem simple. In fact, it is a long-term and complex process where everything must work well, from the first decision to the final deliverables. Our role was to ensure that the whole project made sense for the brand, the ambassadors and the individual channels in which the campaign appears.
We were responsible for, among other things:
- selection of the ambassadors for each market;
- negotiation of the collaboration terms and contractual setup;
- coordination of all practical matters surrounding the ambassadors’ participation in photo shoots;
- coordination of content publishing on social networks;
- handling of jewellery loans;
- work with licenses, extending them and expanding cooperation;
- buying the media in which the campaign appears (print, billboards and more).
Among other services, we arranged premium spaces in Prague for the client.
Two faces, two markets, one direction
When selecting the ambassadors, we emphasized naturalness, professionalism and long-term sustainability of cooperation. Each market has its own specifics, which is why we chose different personalities for the Czech Republic and Slovakia.
In the Czech Republic, the person selected as the ambassador was Nikol Švantnerová—a model known to the general public with a high social media reach and extensive experience with large commercial campaigns in the fashion sector. At the same time, it was the first collaboration with a purely jewellery brand, which made it possible to work with the campaign without previous ties to the competition in the segment.
In Slovakia, the brand is represented by Michaela Kociánová—a world-renowned model with a varied international career who has long been involved in charity projects. She is the founder of the League for Seniors, which brings a natural value overlap to the collaboration.
Where you can encounter the campaign
The ambassadorial campaign is designed to be long-term and visible across multiple channels. It is not a one-off activity, but part of broader brand communication.
The campaign appears:
- in brick-and-mortar stores in the Czech Republic and Slovakia;
- in selected print media, such as Vogue and Elle;
- in online campaigns;
- on the ambassadors’ social media;
- on the brand’s website;
- on billboards and other outdoor areas.
Cooperation
We collaborated on the production part of the campaign with the Polish agency f25, which provided photography, filming and post-production of visual materials. Our role was coordination and communication between all the parties involved, especially in the area of ambassador selection, linking the various steps together and media deployment of the campaign.
The ambassadorial campaign was launched in October 2025—in the Czech Republic with Nikol Švantnerová and in Slovakia with Michaela Kociánová. It is a project whose results will be evaluated progressively, in the longer term.
For us, the collaboration demonstrates how the agency can function as a long-term partner that can take responsibility for a large project and hold it together from the first idea to the final deliverables.
