PARTNERSHIP
ELAVATE
Growing Elavate’s market share by creating a distinctive brand position in an increasingly crowded and competitive collagen category
Results
71M+
total views
£0.05
cost per engagement
91K+
likes
71.5M+
total engagements
5.8K+
comments
Platforms:
Instagram. TikTok.
Countries:
UK, USA.
brief
At the start of 2026, we were set the task of helping increase Elavate's market share in the UK. The collagen category has become increasingly crowded, evolving from a relatively niche supplement into a highly competitive, fragmented market, with hundreds of brands now vying for consumer attention across health, wellness, beauty and sports nutrition.
our approach
We identified a collective of influential women who represent different experiences and perspectives for Elavate's core target customer of 35+ females - leading with our creator formula and data first, brand lens second. Each talent trialled the product for 30 days ahead of any content concepting, meaning they didn't simply endorse Elavate but created authentic, honest content based on their own personal journeys. This approach built trust, driven trial and consumption, and increased brand loyalty through retention. To date, we've worked with 48 celebrities and digital influencers, generating over 71 million engagements via dedicated Instagram Stories and Reels, at a campaign cost per engagement of £0.005 - success that's now seeing the strategy rolled out into the US market for Elavate's product launch.