Milking My Ladies: Launching the Elvie Pump

Elvie, a feminine technology brand, promoted its new breast pump product in the US by launching a stunt at London Fashion week that saw a new mum walk the catwalk wearing the pump.

The Brief

Work with a cross-discipline team of agencies and internal staffers to develop a campaign to launch Elvie Pump, the first-ever silent wearable breast pump, and drive users to sign up for the waiting list. Create a massive buzz to last beyond launch day, ideally dubbed the 'iPhone moment' for the breast pump category.

Challenges

  • Launching a product before it's available to customers; no units for press reviews ahead of launch
  • Pending FDA approval and not covered by insurance
  • Coordinating US / UK launches with different messaging, partners, product availability and goals
  • Announcing five months after our closest competitor...

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