The pregnancy multi-vitamin Elevit enjoys a healthy market share. You'll be hard pressed to find a pregnant women who isn't aware of it. But when it comes to women who are planning pregnancy, its a different story.
We conducted hours of interviews with women who were planning to have children to understand where Elevit fit into their lives. It became clear that we needed to think differently about how to reach this group. We needed to insert the brand into their lives long before that first 8-week scan.
We realised that another glossy, sanitised celebration of pregnancy wasn't going to cut it. During our numerous interviews we discovered that most women planning their journey to motherhood were sick of the fake and misleading ways that pregnancy is depicted by mainstream media. So we decided to set the record straight.
The solution was to create interesting content in the form of a mass-market podcast series with the queen of straight-talking, Anika Moa. The podcast needed to appeal to all women, but most importantly, those planning on getting pregnant. We cut through the BS and covered the real issues, the difficult topics and the things that women typically aren't told about pregnancy and motherhood.
We brought along a series of amazing guests and launched the podcast on Spotify and Stuff Play. Using the profile of our guests, the show reached a huge audience on social media with very little media spend. Have a listen below:
