Creative Director · Campaign Strategist

I don't run ads.
I build campaigns mothers trust.

Strategy · narrative architecture · on-location direction · conversion systems · proof

I'm Elius Kamuhangire McBenvics — Creative Director at Zillim AIO Systems. I led the creative strategy, production direction, and conversion architecture for the Edras × Pregnancy Nutrition TZ campaign. 16 pieces. 1.7 million views. 324,000 accounts reached. Zero paid boost. Every result is documented with Instagram Insights.

Creative DirectorElius Kamuhangire McBenvics
CompanyZillim AIO Systems
MarketTanzania · Swahili-first
FocusMaternal · family · lifestyle brands
Flagship case study I directed
Edras
@the_edras · @edras_kids — baby products
×
Pregnancy Nutrition TZ
@pregnancy_nutritiontz — 139K mothers
1.7M
Campaign views
324K
Accounts reached
16
Collaborations
0
Paid boost
The strategist behind the numbers

What a brand gets when I direct the campaign

I don't hand off a brief and hope. I own the creative direction end-to-end: platform intelligence, narrative framework, shot planning, on-set leadership, caption systems, collaboration mechanics, and post-campaign proof that your team can actually use.

1.7M
Total views — 12 reels + 4 posts/carousels
323.7K
Unique accounts reached (mothers)
8,048
Likes — genuine endorsement
911
Saves — intent to purchase later
100.5K
Top single reel (cot safety)
94%
Female audience — primary buyers
65%
Age 25–34 core demographic
9
Edras product categories integrated
Platform I directed content on

Leveraging Pregnancy Nutrition TZ

Tanzania's leading maternal nutrition creator

Caren Shuubi Victor built a platform around one promise: every mother gets what she needs. Her audience doesn't just follow — they save, DM, and buy on her recommendation.

I directed content that sits inside her daily routines and educational series, not as interruptions.

Key platform signals (90 days at time of campaign):

~9.6M views, 1.44M accounts reached, 439K+ profile visits, high save rate. 64%+ non-follower reach on the account means cold mothers are discovering the brand through trusted voice.

Account performance overview

Pregnancy Nutrition TZ

@pregnancy_nutritiontz
139KInstagram followers
94%women
65%aged 25–34
3,600+posts
Swahili-firstTanzania mothers
Creative direction philosophy

Not catalogue ads. Real life that converts.

Problem-first education

I led with the mother's real fear or question (co-sleeping safety, travel with baby, bathing technique) then positioned the product as the practical answer. The top reel — Baby Cot Safety — delivered 100.5K views because it taught first.

Location over studio

I directed shoots on rural roads, at the airport, in the new store, and in home routines. Mothers saw the product solving actual problems in the environments where they live — dramatically higher relevance than showroom shots.

Official collaboration architecture

Every piece used Instagram Collab tags linking both @the_edras and @edras_kids. Content was cross-posted to Facebook at no extra cost. Your brand appears credited and discoverable.

Conversion systems built in

  • "Mention Madam Caren" 5% discount code
  • WhatsApp ordering prompts in captions
  • Starter pack consultation launch
  • 473 profile visits from one stroller post
Top performing work I directed

The content that carried results

These three pieces alone delivered over 279K views. Every frame, caption, and CTA was directed under my creative leadership.

Baby Cot Safety reel
#1 · Safety education reel — 11 Feb
Baby Cot Safety — Co-sleeping Story
100,569 views · 59,290 reached · 1,430 likes · 199 saves
Stroller Rural Road
#2 · Real-life location post — 17 Apr
Stroller on Rural Road — Authentic Use
93,777 views · 33,760 reached · 949 likes · 473 profile visits
Baby Carrier Flight
#3 · Travel integration — 14 Apr
Baby Carrier — First Flight with Baby C
84,888 views · 29,010 reached · 927 likes · 85 saves
Full documented results

Every piece, every metric

Instagram Insights captured for the entire campaign. Source: 68 screenshots organized post-campaign.

Date Content Format Views Reached Likes Saves
17 AprStroller Rural Road PostPost93,77733,76094928
AprStroller Store ReelReel25,41815,31942436
15 AprBaby Bed Benefits ReelReel15,34010,73220435
14 AprBaby Carrier Flight PostCarousel84,88829,01092785
13 AprBebeo Travel PostPost55,82120,2647475
12 AprEarmuffs Intro ReelReel28,88516,50110539
9 AprThermometer PostPost23,67712,7648424
—Baby Bathing Education ReelReel71,700—740120
4 AprNew Store Opening — MawasilianoReel14,36110,50716113
1 AprSoft Carrier ReelReel29,75619,61436955
—Earmuffs Safety ReelReel21,68813,53027564
6 MarBaby Bath Basin ReelReel44,34821,60549941
11 FebBaby Cot Safety ReelReel100,56959,2901,430199
9 FebBaby Beds Showcase ReelReel26,04418,15132025
7 FebTravel Cot Reel — SafariReel54,23835,066738140
5 FebStarter Packs AnnouncementReel15,4627,608762

Source: Instagram Insights. All content directed, produced and published under my creative direction for Edras in partnership with @pregnancy_nutritiontz (Feb–Apr 2026).

The utility I bring

What brands receive when they hire me as Creative Director

Platform & audience intelligence

I map the creator's real strengths (reach, saves, watch time, community) against your category and buyer before any content is made.

Campaign narrative & creative brief

I design the problem → education → product framework, shot lists, Swahili scripts, and integration points that actually perform.

On-location direction

I lead the shoots in real environments (home, travel, retail, rural) so your products appear as trusted solutions, not ads.

Collaboration & distribution systems

Official Instagram collab tags, Facebook cross-posting, caption mechanics, discount codes, and WhatsApp pathways engineered for conversion.

Measurement & documentation discipline

Every post captured with full Insights. Organized evidence + live report + PDF your team and board can review.

Phase 2 strategy

Post-campaign analysis, paid amplification recommendations, content repurposing, and next-quarter planning based on what actually moved the needle.

Creator relationship management

I handle briefing, scheduling, feedback loops, and on-site execution so your team only sees clean results and proof.

Brand safety & voice alignment

Content stays true to both the creator's trusted voice and your brand standards. No awkward translations or mismatched tone.

Shareable proof assets

Live report URL + PDF + organized creative files you can use in sales decks, investor updates, and internal reviews.

Who this is for

If your brand serves these mothers, we should work together

Baby gear & furniture

Strollers, cots, carriers, bath equipment — proven across 9 categories with 100K+ view education reels.

Nutrition & supplements

Pregnancy vitamins, lactation support, infant nutrition — the core authority audience already buys on recommendation.

Maternal health & clinics

Hospitals, polyclinics, maternal services — mothers actively seeking trusted guidance during this life stage.

Children's retail & apparel

In-store, try-on, seasonal collections, new store launches — real retail moments that drive visits.

Home & safety

Thermometers, earmuffs, sleep solutions — high save rate formats that position your products as essential.

Family travel & lifestyle

Airport, rural, safari — integration content that outperforms static product shots.

Live documentation

Open the full proof yourself

I deliver permanent, transparent reports — the same standard I used for Edras. Your team can review everything before and after engagement.

Edras Campaign Report (v3)

Full client-facing results with visual evidence gallery. Exactly what the brand received.

Open report →

Pregnancy Nutrition TZ Brand Partnership Report

Creator media kit + this Edras case study showing what brands actually get.

Open report →

Ready to have a Creative Director who actually delivers proof?

Tell me your product category, target mothers, and campaign goal. I'll map the right creator, narrative, and scope — and show you exactly how we'll measure it.

Elius Kamuhangire McBenvics
+255 760 962 379 · zillim.digital @mcbenvics · Creative Director, Zillim AIO Systems