Influencer marketing campaign
fighting against disinformation.
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Influencer marketing? We’ve got it covered.
Demagog is a unique Czech non-profit project focused on fact-checking politicians’ statements and verifying the truthfulness of content shared on social media. As the only accredited Facebook partner in the Czech Republic for verifying selected content, they have received numerous important journalism awards since their founding, along with support from the Endowment Fund for Independent Journalism. Since 2022, they have also been part of the CEDMO disinformation research center.
Demagog approached us with a request to create an influencer marketing campaign, that would raise awareness of their important work and each a younger audience. They knew that achieving this goal required strategically leveraging the influence of popular social media personalities and that’s why they turned to us, ShortPRO.
Campaign 2024.
The challenge was to show that fact-checking and information verification are not just topics for journalists or experts, but that they are also crucial for young people. The goal of the campaign was to use short social media videos to introduce the Demagog.cz platform to a younger audience and explain why verifying information matters in an age when disinformation floods the internet.
Based on the client’s brief, we selected 4 influencers for the campaign. And specifically Martina Mikysku, Jana Lukačeviče , Tomáše Novotného andRozárii Haškovcovou.
The campaign was spread over several months, with influencers publishing a mix of main posts on Instagram, TikTok (and in some cases YouTube), complemented by Stories each month. The content was carefully designed to be informative, entertaining and free of political bias or or offensive language.
The campaign proved that even complex topics like fact-checking can be presented in a way that engages and entertains young audiences. The videos reached tens of thousands of followers, generated hundreds of reactions, and sparked discussions in the comments. As a result, Demagog.cz became a clear and trustworthy source for this target group.
Campaign 2025.
The success of the 2024 campaign led Demagog.cz to reach out to us again in 2025. This time with the goal of continuing to engage young audiences and building on the well-established communication strategy. The new campaign focused on three current European topics: European defense, environmental protection, and the role of rescue services and military security.
We brought in new creators who were naturally connected to each topic. Martin Zdráhal addressed issues of European defense, Tadeáš Čech focused on environmental challenges and Ondřej „Tankista“ Havlíček opened up the theme of security and the work of rescue services.
Each of them created a short video and stories based on specific disinformation. The result was a mix of educational and entertaining content, that showed young people not only why fact-checking matters but also that it can be engaging and appealing.
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Conclusion.
The collaborations in 2024 and 2025 demonstrated that influencer marketing can be a powerful tool not only for brands but also for projects with significant social impact. Thanks to the partnership with ShortPRO, Demagog.cz was able to use relevant creators to bring fact-checking closer to thousands of young people and strengthen awareness of its work in an environment where disinformation spreads the fastest.
The outcome was not only high reach and engagement numbers but also a tangible increase in followers and most importantly, positive feedback confirming that complex topics can be explained in a clear and engaging way.
Ondřej Havránek
Demagog.cz
Thanks to our collaboration with the ShortPRO team, we were able to reach a younger generation that communicates in a completely different way than previous ones. It was clear to us that if we wanted the attention of young people, we had to go directly to them — through influencers who have their trust and can explain even complex topics like fact-checking in an understandable way. The result was not only greater awareness of our project but also a tangible increase in followers — and most importantly, the feeling that together we are truly making a meaningful change. A huge thanks goes to the ShortPRO team for their partnership, excellent approach, and deep understanding of what we really need!
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