Babylist Experience is a celebrity and creator driven content series that brings the baby registry journey to life through real product interactions and candid conversations about becoming a parent. Our objective was to build a format that showed how Babylist supports families with clarity, confidence, and practical guidance, while strengthening trust through authentic celebrity and creator partnerships.
We anchored the series in our Los Angeles Showroom, giving celebrities and creators a space to explore gear in person. Their reactions and commentary showcased what makes Babylist valuable: hands-on discovery, expert support, and a relatable approach to preparing for a baby. We made a traditionally overwhelming process feel celebratory and fun.
Our goals were to deepen emotional connection with growing families, expand Babylist’s presence across TikTok, Instagram, and YouTube, and create a format that could scale across celebrity-, creator-, and Babylist-owned channels. We set out to show parents what the Babylist experience feels like—the guidance behind the products, not just the products themselves.
We also aimed to strengthen our celebrity and creator ecosystem by providing a premium, frictionless environment for sharing real experiences. Through this series, we positioned Babylist as the destination for modern parenthood content: helpful, relatable, and grounded in what real families need.
We built Babylist Experience as a scalable content series rooted in authenticity and practical value. Our strategy centered on the Babylist Showroom—an immersive, real-world product discovery space—as the setting for celebrity- and creator-led episodes. The environment enabled hands-on demos and candid conversations that reflected the decisions new parents make every day.
We teamed up with a diverse mix of celebrities and creators whose experiences resonate with expecting and growing families. Gina Rodriguez, Olivia Culpo, and Colton Underwood were among the guests who visited the Showroom to explore gear, share personal insights, and highlight universal parenting moments. Each visit centered on interactive product experiences, with space for organic conversation and emotional beats.
To streamline production, we built a flexible model that balanced consistency with spontaneity. We planned anchor moments—gear tests, comparisons, first reactions—while letting celebrities and creators guide discussions based on their lived experiences. This approach kept quality high without overproducing.
We captured each session in multiple formats. Vertical-first assets supported TikTok and Instagram Reels, while longer cuts served YouTube and evergreen channels. We also equipped celebrities and creators with tailored assets for their platforms, extending reach and advancing the multi-platform strategy required for the category.
By combining talent authenticity with a structured, repeatable production model, Babylist Experience delivered a series that showcases Babylist’s value in a format built for long-term growth.
Babylist Experience strengthened our position as a leading source of helpful, relatable parenthood content. The series delivered strong reach and engagement across Babylist-owned channels and celebrity- and creator-owned platforms.
On Babylist-owned platforms, the series generated more than 41M views across Instagram and TikTok. Talent distribution added significant incremental reach, with top-performing posts delivering multi-million–view performance and expanding the audience beyond Babylist’s core community.
The series reinforced the Babylist Showroom as a key piece of the registry experience. Real-time interactions with products helped families understand the value of in-person discovery and strengthened overall brand trust. Viewer comments consistently underscored the usefulness of seeing gear compared side by side and appreciated honest insights from celebrities and creators.
The content also deepened celebrity and creator relationships and created a foundation for continued collaboration. The flexible production model supported consistent, high-quality episodes that were efficient to produce and easy for celebrities and creators to share.
Most importantly, Babylist Experience delivered on its purpose: offering families clear, engaging content rooted in real parent needs, while positioning Babylist as a partner and human-first brand during one of life’s biggest transitions.