Turning taboo women’s health conversations into mainstream coverage for Elvie

300

pieces of coverage over two years

240%

increase in website traffic around launch

200%

growth in followers around launch

Challenge

Elvie was introducing products that solved real problems for women, but in categories mainstream media had historically sidelined. Breastfeeding, incontinence, and pelvic floor health were often treated as too niche, too personal, or too uncomfortable for broad consumer and business coverage.

That created a real market barrier. Elvie was not just selling products. It was trying to change how women’s health was discussed in public, and to establish leadership in a space where silence and stigma often limited awareness.

Without a more assertive narrative, Elvie risked being boxed into specialty coverage rather than emerging as the brand defining a new category.

Solution

We made the taboo the story.

Instead of softening the conversation, we built bold, culturally relevant campaigns that positioned breastfeeding and pelvic floor health as overdue mainstream topics. By connecting Elvie’s products to larger conversations around modern motherhood and women’s autonomy, we created stories that extended beyond product PR into business, tech, consumer, and health media.

This approach allowed us to consistently generate coverage, sustain momentum across launches and awards, and establish Elvie as both an innovation leader and a defining voice in the category.

Results

• 300 pieces of coverage over two years, spanning top tier consumer, business, tech, and health outlets, driven by bold storytelling that made taboo topics newsworthy
• Higher share of voice than major competitors, maintained consistently, proving Elvie was not just participating in the category conversation but leading it
• 240% increase in website traffic around the Elvie Pump launch, showing strong audience response to launch visibility and media momentum
• 200% growth in followers around the Elvie Pump launch, reflecting increased brand awareness and stronger consumer engagement during a critical moment
• Major third party validation through marquee awards, including Fast Company Most Innovative Company recognition and Time Best Invention for Elvie Pump, reinforcing both product credibility and brand leadership