How Supermom Guided First-Time Parents Across the Full Pregnancy Journey
The third trimester brings a particular kind of uncertainty. First-time parents face a rush of decisions about birth, health, finances, and the newborn weeks ahead. Few know where to start.
On 14 March 2026, Supermom met that moment with Down the Rabbit Hole of Motherhood. The seminar ran from 1 pm to 6 pm at Suntec Singapore Convention Centre. It was built for first-time parents in their third trimester.
The afternoon delivered twelve speakers across nine expert sessions. Seven official partners and more than twenty supporting partners joined the day.
Objective
The seminar set out to steady first-time parents before their baby arrives. It gathered trusted guidance for the whole journey into one afternoon, from pregnancy checks to the newborn weeks.
For partner brands, the goal was presence at a decisive moment. Third-trimester parents are choosing products, services, and providers for the year ahead.
The Experience
The programme followed the pregnancy journey in sequence. Each session answered a question first-time parents were already carrying.
Dr Serena Koh, an obstetrician, opened with a candid look at the realities of pregnancy. Sessions on prenatal checks, family finances, and birth preparation followed, led by specialists including Dr Sharon Foo and Dr Janice Tung.
A nutrition panel then explored eating well through pregnancy and recovery. Later sessions covered cord blood banking, confinement care, and understanding a newborn's cues, with Dr Wong Boh Boi closing on breastfeeding and calming.
Supermom also offered a glimpse of Aima, its parenting support tool, and how it can guide new parents beyond the seminar.
The partner ecosystem gave the day its breadth. Seven official partners anchored the categories that matter most, from financial planning to confinement care. The official partners were AIA, Applecrumby, Cryoviva Singapore, Kinohimitsu, Lil' Edventures, Pfizer, and Re'Joy. More than twenty supporting brands joined across baby care, nutrition, and wellness.
Event Performance Results
The campaign reached first-time parents at scale. Advertising delivered 163,604 impressions, supported by 111,128 social media impressions and 50,734 in social reach. The event page drew 27,361 views and 11,243 link clicks.
Interest translated into action. The advertising click-through rate reached 2.02%, above the 1 to 2% benchmark for event ads.
On the day, satisfaction ran high across the board. For most measures, from ticketing to venue to session content, the most common score was a perfect 10 out of 10. When asked to rate their likelihood to recommend Supermom seminars, the maximum score was the most common response.
Why It Worked:
The seminar worked because it mirrored the journey itself. Rather than a single topic, it followed pregnancy from the third trimester to the first newborn weeks. Parents could arrive with scattered worries and leave with a fuller picture.
Timing gave the day its weight. Third-trimester parents are making decisions they will live with for years. Reaching them here, while those choices are open, is rare and valuable.
The breadth of partners mattered too. With seven official partners and more than twenty supporting brands, the day felt like a trusted marketplace, not a single pitch. Parents compared options in one place, and brands met an audience already leaning in.
