A health and lifestyle brand developing smarter technology for women, Elvie was best known for its award-winning kegel trainer prior to launching its second innovation, Elvie Pump – the world’s first silent wearable breast pump. With two months before the announcement, SourceCode was challenged to work with a cross-discipline team to develop a launch campaign, drive waitlist sign-ups, and position Elvie as a boundary-breaking, trusted femtech brand that creates thought-provoking conversation around empowering women.


At the onset, SourceCode conducted in-depth consumer research to identify the frustrations and limitations of the available tech targeted toward women. After thorough narrative and messaging development, SourceCode prepared a three-pronged announcement strategy to create a rolling media blitz, generating product and brand awareness through quality media coverage across technology, parenting, fashion and lifestyle, and advertising verticals.

The team secured 15 pre-briefings with influential media across tech, parenting, and lifestyle verticals, solidifying spotlight coverage to publish on launch day. Considering the relative obscurity of the Elvie brand, SourceCode supported the promotion of the pump launch through a paid relationship with fashion designer Marta Jakubowski, whose line focuses on female empowerment. In an industry-first move, new mom and model Valeria Garcia walked the runway with the Elvie Pump, creating a relatable moment for new and working moms. Three days following launch, SourceCode supported the release of an ad campaign leading to wide trade coverage and sparking conversations amongst moms to share their experiences with pumping.


5,100 sign-ups to product waitlist

234 total press mentions

2.2BN unique visitors

240% increase in website traffic

200% growth in social followers

Through an integrated, global strategy, SourceCode helped Elvie increase brand awareness with a 200% growth in social followers and 240%+ increase in web traffic during launch week. SourceCode’s media strategy secured 234 total press mentions across online, broadcast, and influencer channels reaching2.2BN unique visitors and ultimately driving 5,100 sign-ups to the Elvie Pump waitlist.

“SourceCode is our dream partner. The team is the perfect combination of creative strategy and brilliant execution. Since our partnership, the Elvie brand has grown exponentially in the North American market and our status as the leading femtech brand globally has been greatly impacted. Not to mention, every launch we’ve partnered on has resulted in a sold-out product and a huge waitlist.”

— Amy Barber, Elvie Global PR and Influencer Manager