With distribution in major department stores across Europe and the US, Elvie had revamped their own e-commerce platform to boost building direct customer sales. Relying on PR previously, we were their first step into paid advertising, so we wanted to test multiple targeting parameters to build unique creative messaging for future targeting.

Our key segments were Competitors, Sport Interests (running, high impact, yoga, Pilates), Gadget High Spenders, Health & Fitness Readers and Pre and Post Natal. Alongside Interest targeting we split out Age and Life Stage to find our optimal audience.

As expected the audience was both wide and diverse, with Pre and Post Natal interests only making up 7% of all engagements and only 5% of sales. Our older audience in particular engaged well with a click to website land conversion rate of 87%. Overall the campaign Cost Per Engagement was just £0.06, highlighting the relevancy of our Prospecting targeting.

With our mid funnel and retargeting strategies, we were able to deliver 3 times more sales than estimated, making the campaign part of Elvie’s ’evergreen’ marketing strategy which has gone on to launch Elvie Pump, a market leader in wearable breast pump technology.