Livia
Livia—A Painfully Good Campaign
“Let’s be honest; periods suck.” That was our approach for Livia’s campaign
Challenge
Our goal was to create as much buzz as possible around Livia’s crowdfunding campaign and help it secure its funding goal of $50,000.
When we began planning our outreach, we knew we wanted to raise awareness around the odd way people talk about periods, obscuring them with euphemisms and unrealistic messages. The discussion rarely addresses the reality of women's menstrual cycles.
We also knew writers would be skeptical of an electronic device claiming to relieve menstrual pain, and rightfully so.
Process
We put together an all-female team to run the campaign, under the supervision of our female CEO and Founder, Ayelet Noff.
We engaged in a direct, humorous discussion about periods that would make our story more relatable to writers. We used memes, GIFs, and other digital tools to reach the young female demographic we identified for this outreach.
To hit the point home, we ran a coordinated pre-launch campaign more than a month before launch to provide review units to writers, ensuring sufficient time for responses, shipping review units, and ultimately trying the device for themselves during their period.
Livia was a hit from the moment our first article went live
Solution
The Next Web was amongst the first outlets to cover with the best title ever, “This is the best wearable I have ever tried. Period.”
Preparation is key. You may know that your product works, but providing the time for the media to try it for themselves can’t be matched.
Results
- Our story was covered on major Lifestyle publications, including Buzzfeed, Mashable, The Next Web, Cosmopolitan, TeenVogue, HelloGiggles, Refinery29, Glamour, HuffPost, Wired, and many more
- We were able to get over 227 articles with a potential readership of millions of views, the Advertising Value Equivalent was estimated at $3,394,833
- We blew way past our original goal of $50,000 and raised over $1 million by the end of the campaign, with pre-orders from more than 17,000 people
Coverage
As featured in
“"It's a new product called Livia, which became available earlier this year. Livia uses transcutaneous electric nerve stimulation (TENS) and was designed to be an “off switch” for severe menstrual cramps. TENS therapy has been used for decades and is considered safe and effective: It works by sending electrical currents through electrodes placed on the skin, stimulating nerves in the area of pain, such as neck, back or shoulders. This stimulation keeps pain signals from reaching the brain."”Read article →
“"Nachum told BuzzFeed that Livia started when his father found a frequency that helped with pain from bedsores and it evolved from there. When asked what he wants to accomplish with this device, Nachum told BuzzFeed that he hopes Livia generates conversation around periods and the pain women face, and helps every woman have a more comfortable period."”Read article →
“"As Livia explains in their demonstration video, we feel menstrual pain (and all pain, really), thanks to pulses from our brain. Biologically, this is usually super helpful — pain is an indication that Something Bad Has Happened and it needs to get fixed, stat — but when it comes to period pain, all it does is needlessly slow you down and make you miserable. Enter Livia. The device uses electromagnetic pulses to halt the brain's pain signals straight at the source. You simply attach the two sensors to your lower abdomen, turn it on, and voilà!"”Read article →
“"In very simple terms, the device works by transmitting a pulse to keep your nerves “busy”, explains the Livia website. So when the nerves are stimulated, the nerve gate is closed, preventing pain signals from reaching your brain and you feeling them. For those who’ve given birth, it’s essentially a small pastel-coloured version of the TENS (transcutaneous electrical nerve stimulation) machine, albeit for menstrual pain. As someone who suffers with horrific, nausea-inducing cramps, I am totally ready for this to change my life."”Read article →
“"Livia is incredibly cute and works like a charm, giving instant relief a pill just can’t match. The website title mylivia.com is in sync with the customizable nature of the device. Though part of its appeal is that it can easily work under clothes, Livia skins comes in a bunch of bright colors. My Livia has a sticker on it — there’s something about the simplistic design that screams “personalize me!”"”Read article →
“"Livia is essentially a transcutaneous electrical nerve stimulation (TENS) unit, which sends electrical pulses to your nerves to prevent them from transmitting pain signals. TENS units are often used in physical therapy to manage chronic pain. To use Livia, you attach two pads to your abdomen and turn on the device to help stop menstrual pain."”Read article →
“"Yup, that's right: Livia, a wearable device that bills itself as an "off-switch" for period cramps, uses small electrical pulses to disrupt the neural signals that lead to menstrual pain."”Read article →
