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How to use private domain traffic for brand promotion
Client

Elvie

Campaign

Elvie Mum Ambassador Project

Background

Elvie is a female technology brand from the UK with the world’s first wearable smart breast pump and Kegel training device. The pump won the 2020 Red Dot international design competition.

Objective

Increase Elvie’s brand awareness and popularity in China
Promote Elvie products and their mission that women can improve their quality of life through smart technology

Strategy

Recruit a diverse selection of female ambassadors and leverage their private domain traffic to spread brand awareness
Launch the Elvie Mum Ambassador Project; a community for women where they can freely discuss health-related issues and improve each others’ lives

Making it happen

Elvie’s official WeChat published an interview with a brand ambassador every month to discuss how technology can improve women’s lives
Brand ambassadors also published a trial experience of Elvie products on their own social media accounts every month, spreading brand awareness to more women
During the Covid-19 lockdown, Hylink helped Elvie launch a donation project (爱有微光) – valued at more than £33,000 – to help Hubei mothers take better care of themselves and their babies. Some mothers who received donations became Elvie mum ambassadors.

Results

30
Brand ambassadors
575k
Impressions

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