Powering the ultimate virtual baby shower for 100 deserving moms
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Overview
ShowHER Love
During a time when in-person baby showers were being cancelled left and right, Carter’s teamed up with entertainment agency, FlyteVu, to throw a virtual baby shower in celebration of brave new moms and mothers-to-be. Kelly Clarkson was invited to host, and Subvrsive joined the team to help bring the vision to life.
Idea
The Ultimate Online Baby Shower
Every expectant mother deserves to be showered with love, appreciation, and (many) mocktails leading up to the arrival of their little one. Especially during these unexpected times. So, Carter’s decided to surprise new and expectant moms with a one-of-a-kind virtual celebration.
With the goal of driving brand awareness and engagement among Carter’s target audience, we created a custom production solution to power a virtual baby shower so 100 mothers and their chosen guests could celebrate their newest additions from the comfort of home.
Announcement
Over 100,000 Entries
Carter’s officially announced the #ShowHERLove baby shower on May 7, and Kelly Clarkson helped spread the word with a special Mother’s Day announcement of her own.
All new mothers and mamas-to-be were invited to enter for a chance to attend the exclusive event. By the time registration closed two weeks later, over 100,000 women had done just that.
Work
Showering the Mamas
On the day of the big event, all of the lucky moms and their guests were invited to log in 30 minutes before the start of the show. While in the waiting room, they could chat with other moms and get to know one another. Once the shower started, the moms enjoyed personal stories and advice from Kelly Clarkson, celebrity appearances, shower games, a special performance from Jordin Sparks, and over $400,000 in gifts.
Behind the Scenes
Virtual Attendees, Virtual Staff
As is the case with any live event, the virtual shower had a lot of moving parts. But in this case, they were all remote. We hosted nearly 100 deserving moms, all of their invited guests, 9 celebrity pop-ins, and our talented host – and they all joined virtually from home.
"Engaging Subvrsive to help us produce the virtual baby shower allowed us to deliver this innovative program and immersive experience for Carter’s consumers flawlessly. The Subvrsive team are true partners who share the same expectation for excellence in everything they create and produce; and were equally committed to the success of the program. We are excited to continue to partner with Subvrsive for future opportunities to bring more unique ideas to life."
Opportunity
Rethinking In-Person Events
Amid the COVID-19 pandemic, many brands and businesses are exploring ways to replace or supplement their in-person events strategies with digital experiences. And this trend is likely to continue. The good news is, from simple webinars to fully-programmed live events, there are plenty of ways to make a lasting impression and connect with audiences virtually.
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