Powering the Ultimate Virtual Baby Shower for 100 Moms | Subvrsive


Brand: Carter's | Agency: FlyteVu


Powering the Ultimate Virtual Baby Shower for 100 Deserving Moms


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, to celebrate brave new mamas and mothers-to-be, Carter’s teamed up with entertainment marketing agency, FlyteVu, to host the ultimate virtual baby shower, and invited Kelly Clarkson to host. We joined the effort to help bring the vision to life.

The Idea:

Surprise new and expectant moms with a one-of-a-kind virtual celebration to drive brand awareness and engagement among Carter’s target audience.

The Work:

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.

The Result:

The ultimate online baby shower – complete with celebrity guests, games, and giveaways – that generated over 100,000 entries in under two weeks.


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.


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.

“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.”

– Laura Hutfless, Partner, FlyteVu


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. 


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.


Final Delivery

Work alongside FlyteVu to create a detailed plan and user journey for the virtual baby shower experience.

Design and launch a custom landing page ahead of the shower to serve as a place where moms could learn more and enter for a chance to attend.

Create a production solution allowing for multiple hosts and guests to join the shower, hop on stage, and interact without the need for a standalone app.

Conduct pre-event testing with all scheduled talent to ensure a seamless experience on the day of the shower.

Produce and manage the virtual event, providing live user support for any moms in need of extra help.