Elevit Glow & Tell

Research
Creative Strategy
Creative Direction
Branding
Graphic Design
Talent Direction

Elevit is a supplement designed for women who are trying to conceive or going through pregnancy. Working with PHD Content, I helped strategise and develop an educational vodcast series for social channels, then owned the entire creative output to deliver some of the brands strongest performing content to date.

Brief
Create a new, social first content series that puts Elevit front of mind as a product and a thought-leader for pregnant audiences. Use this platform as a way to build community and strengthen loyalty for Kiwi’s.

Development
Working with a social strategist, we developed initial treatments around midwifery but found that we had certain limitations around casting health professionals who can’t endorse a specific product. We quickly pivoted to focus more on general well-being: exercise, diet, mental and physical health, which allowed us to engage a number of experts in the space who could talk to these subjects without pushing the product in a forced or irresponsible manner.

I then crafted 40 episode treatments using AI-assisted research as and face-to-face interviews to define content speciic to. NZ audiences. This was a subject I knew I couldn’t just bring my own experience to, so interviews with real pregnent women were instrumental to the success of the project.

Creative
After research, we refined the final structure and engaged Miss Polly, a well known food influencer - who was pregnant - to host the series.

I developed logos and a visual treatment, worked with production to scope, land locations and define the look and feel of the content. I created a series of templates for digital design and editors to follow.

I directed on the day, ensuring that brand was present without being overt, talent were relaxed and talked to all of the speaking points while maintaining a lively, fun atmosphere. We then moved at pace to create 25 pieces of content and cutdowns as well as producing stills photos.

Result
The response on social exceeded our expectations. The series had wide organic reach, our average engagement rate was 6.73% and the average view through rate hit 11.8% - well above our benchmarks. This also resulted in a sharp uptick in followers during the campaign. Client was trilled and we are greenlit for a second series in 2026.