It’s not easy being a mom. No one knows this better than Virtua, a leading healthcare and hospital system in New Jersey, who manages over 8,000 births per year. So when 20nine partnered with Virtua to create a brand for their new OB division we kept our moms in mind. VirtuaBaby is a comprehensive natal service that guides expectant mothers step-by-step through the pregnancy process. Utilizing a fully interactive and personalized website along with synergistic accompanying materials, a nurturing yet effective experience was delivered. The VirtuaBaby brand and website launch saw a 50% activation rate in the target market, with over 2,000 registered users within the first six months.