SourceCode and Elvie launch the world’s first silent wearable breast pump

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.

WHAT WE DID

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.

RESULTS