How Supermom's Baby Prep Masterclass Connected Expecting Parents With the Brands Preparing Them for Birth
On 18 July 2026, Supermom hosted The Baby Prep Masterclass at Suntec Convention Centre, an intimate, expert-led session built for parents preparing for the arrival of their first child. Across the afternoon, 136 registered expecting parents came together with 4 official partners, 4 supporting partners, and 3 expert speakers for a focused, practical guide to the essentials of baby preparation.
Where larger seminars cover breadth, this masterclass was designed for depth and intimacy: a smaller room, a hands-on format, and direct access to medical experts and product specialists. The result was a high-intent environment in which expecting parents could ask real questions, and partner brands could build genuine connection with families at one of the most decision-rich moments of their lives.
Objective
The masterclass was designed to deliver on both sides of the Supermom community.
For expecting parents, the goal was focused, trustworthy guidance on preparing for a newborn, covering maternal health, breastfeeding, and the practical product decisions every new parent faces. For partner brands, the objective was meaningful, close-range access to a high-intent audience actively making choices about healthcare, feeding, and baby products in the months before birth.
Supermom's role was to convene the right expecting-parent audience, programme focused expert content, and give partners direct, hands-on touchpoints with families.
The Experience
The masterclass was structured as a guided journey through registration, discovery, and expert learning.
On arrival, attendees registered, checked in, and collected a wrist tag for goodie bag redemption, then explored partner booths before the session. The expert programme was deliberately focused, with three speakers covering the essentials. Sanofi's Dr Irene Teo addressed maternal health and RSV awareness. Dr Wongboiboi covered breastfeeding, including the practical dos and don'ts for new mothers. Applecrumby's Elroy Ng offered guidance on choosing the right diapers, including interactive product demonstrations that brought the attending partners, including the husbands, directly into the session.
Partner booths from AIA, Applecrumby, Anker Eufy, and Sanofi gave brands space to meet expecting parents face to face, while a lucky draw and goodie bag redemption rounded out the day. A distinctive community touchpoint extended the event's reach: promotion through Bidadari BTO group chats via a partner admin, connecting the masterclass directly to a community of new-build homeowners starting their families.
The masterclass delivered a focused, high-intent audience through a lean four-week campaign.
Audience and reach
- 136 total registrants for an intimate masterclass format
- 1,980 event page views
- 290 link clicks at a 1.34% click-through rate, above the 1 to 2 percent benchmark for event advertising
- Delivered through a four-week campaign across paid, organic, and community channels
Partner programme
- 4 official partners and 4 supporting partners activated across the event
- 3 expert speakers covering maternal health, breastfeeding, and baby product selection
- Partner booths, interactive product demonstrations, goodie bag placements, and lucky draw integration
Findings & Strategic Implications
Why It Worked
The Baby Prep Masterclass succeeded because it chose focus over scale, and delivered real value to a precisely targeted audience.
An intimate format created genuine connection. Not every brand moment needs a large crowd. By keeping the masterclass small and hands-on, Supermom gave expecting parents direct access to experts and gave partner brands the kind of close, unhurried interaction that larger events cannot. Applecrumby's interactive diaper demonstration, which brought husbands directly into the session, is exactly the kind of engagement an intimate format makes possible.
A high-intent audience made every interaction count. Expecting parents are actively preparing to buy, from healthcare and feeding choices to the practical products a newborn requires. Convening this audience in a focused setting meant partner brands reached parents at the precise moment their decisions are being made, through demonstration and conversation rather than advertising.
A strong click-through rate reflects sharp targeting. A 1.34% CTR, above the standard event benchmark, shows that even a lean four-week campaign reached the right people. The Bidadari BTO community promotion is a good example of precision over volume: going directly to a community of new homeowners who are starting families.
Focused expertise built trust. With three speakers covering maternal health, breastfeeding, and baby products, the programme gave expecting parents exactly what they came for, delivered by credible experts. For partners, aligning with that trusted expert content lent their presence the same credibility.