Case Study
Penfolds
Penfolds is one of the world’s most storied wine brands, built on heritage, craftsmanship, and global prestige.
XMC was engaged to create a premium experiential moment that honoured this legacy, while proving how modern digital amplification can extend the life, reach, and impact of a live brand experience.
This campaign was designed not just to be experienced in the room, but to travel far beyond it.
Mission
To translate a world-class wine brand into a culturally relevant, high-impact experience, then scale that moment digitally.
Our mission was to ensure the event lived longer than a single night, using content, creators, and paid media to amplify Penfolds’ presence, relevance, and storytelling across key digital channels.
Vision
We believe experiential doesn’t end when the
event does.
Our vision for Penfolds was to bridge legacy and modernity, pairing in-person ritual with digital performance. By designing the experience with amplification in mind from the start, we created a campaign that delivered both prestige in-person and measurable impact online.
This case study reflects XMC’s belief that the most powerful brand moments are built live, and scaled digitally.
Results
The Penfolds campaign delivered measurable impact across both live experience and digital amplification.
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The holiday activation successfully converted in-person engagement into immediate sales while generating high-quality content and awareness through paid and organic digital channels. By pairing a curated, luxury pop-up with a targeted media strategy, XMC helped Penfolds reach younger Status Connoisseurs while maintaining brand prestige.
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The result was a campaign that performed holistically, driving trial, engagement, and visibility both in the moment and beyond it.​
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24 curated guests attended the Toronto pop-up, with 104 samples distributed and 28 bottles sold, generating $3,318 in on-site sales
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Paid digital media delivered 414,000+ impressions across Instagram and CTV, extending reach well beyond the physical event
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Instagram ads achieved a 0.89% CTR, exceeding industry benchmarks for food & beverage and indicating strong creative and audience alignment
