Elitone

Challenge: Elitone – a first of its kind, external incontinence treatment – tapped The Motherhood to create an influencer campaign to not only generate awareness and drive purchase intent around its device, but to humanize this important (and often considered taboo) subject.

Solution: The Motherhood researched and put together a team of mid-tier influencers, made up of women who had previously given birth and suffered from incontinence to share compelling, personal stories on a very private matter. We onboarded the team through virtual briefing sessions with the brand founder to learn more about the history and value propositions of Elitone. Influencers received the product to test, and then created video content through Instagram and Facebook Reels, as well as YouTube Shorts and TikTok. The videos showed them in typical day-in-the-life type scenarios, and just how discreet and easy Elitone was to use while doing things like exercising, washing dishes, and playing with their kids. The Motherhood then boosted the content on Meta to extend its reach, strategically targeting women ages 35-64.

Results: The team of six influencers published a total of 27 pieces of unique content with engagement rates exceeding industry averages across all social channels, generating nearly 83,000 video views. Boosting the content drove over 14,000 trackable link clicks to the website (with click-through rates well above the industry average). The campaign also garnered more than one million impressions and overwhelmingly positive audience comments, including women saying how needed this conversation was.