Taking Femtech From Cult Favorite to Mass Market

Femtech is a growing category with many innovative brands and products coming to market. Elvie, the pioneer of smart technology for women’s health, needed to regain market share and sought a strategic partner to establish the brand as a category leader and a trusted brand for families. 

We developed a cohesive platform for Elvie that was rooted in inspiring women to take control of their health and eliminate the stigmas that came along with the intimate topics of pelvic floor health and breastfeeding. Our strategy started with bringing Elvie’s CEO and Co-Founder, Tania Boler, to key business and women’s lifestyle media. By positioning Tania’s messaging around women’s empowerment, innovative tech solutions, career advice and parenting, we established excitement and trust in Tania’s leadership and her company.

Simultaneously, we knew that word-of-mouth recommendations are often the most trusted by new parents. Our strategic media and influencer outreach positioned Elvie’s products as “motherhood must-haves”, taking the brand from cult favorite to mass market. 

This holistic approach to driving Elvie’s brand narrative elevated the brand to not only celebrities, members of the media and influencers, but also the working, busy mom consumer. In a few short years, Kaplow transformed Elvie to become the most desired women’s femtech brand for new moms.