Kazakhstan is a region where women are traditionally expected to play the archetypal role of stay-at-
home mothers. Yet, 50% of the country’s sole proprietors are female.
We decided to make the huge female businesses’ contribution to the country’s development visible and
created Forte Femme — a perfume that we daubed all money circulating in female businesses in
Kazakhstan with. The whole country started to literally feel women’s contribution to its future and
Forte Femme campaign became a social media phenomenon (19 mln organic impressions and 4 mln
views) in Kazakhstan and provided Forte Bank 194% lift in monthly financial turnover and 172% lift in
the number of new clients.