case study
Rosé Mansion
Summer 2019
A launch film, editorial, a giveaway, email, and social for Rosé Mansion’s bigger return to New York.
what is Rosé Mansion?
At the time, Rosé Mansion was an immersive wonderland that treated guests to an imaginative rosé wine experience for all the senses.
It first opened in New York in 2018, as a place devoted to the taste, education, and appreciation of rosé wine.
what was happening
In summer 2019, Rosé Mansion was returning to New York with a much bigger space, grander themes, and more to do. A bigger space needed exposure, and ticket sales to fill it.
We had helped Rosé Mansion with its first New York launch the summer before, and our audience gave it glowing reviews.
But so many people had heard about Rosé Mansion that first summer that we needed a fresh take on who it was: new content, and new layers.
what we did
We made a sleek launch video of the new Rosé Mansion: the excitement, the activities, and all the ways to experience it.
We created content on spoiled NYC and ran a giveaway. We promoted the summer opening to our audience by email, and made social content and ads as part of our social media management.
we shot the photos and made the launch film
Video grabs and holds attention, especially when you’re trying to tie into people’s strongest memories.
Filming Rosé Mansion let us show the setting where those memories would be made.
The film featured micro-influencers from our own network, who also helped promote it.
We also shot photos for the promotional emails and social posts, one more layer of the campaign.
Bringing Rosé Mansion to life showed people how fun and interactive the space could be.
Email gave us the most reliable mix of awareness and conversion.
The content and copy, the timing, and the chance to be part of something new gave the emails over 50% higher CTR than our regular branded emails.
We wrote several editorial articles that peeled back the layers of Rosé Mansion and gave depth to readers who already knew the brand.
They let us share a new perspective and go further into the history of the concept.
outcome
Rosé Mansion’s summer 2019 relaunch was a big success. Tens of thousands of people joined the experience.
Summer 2019
- over 900,000impressions across all our channels
- over 5,000visits to Rosé Mansion’s ticket page
- over 300Kopens of the promotional emails
- over 50%higher CTR than our regular branded emails
- over 30Kvisits to the giveaway
- 15Kgiveaway email entries
Talking to attendees and our readers, one broader trend stood out: a sense of experience is vital.
Experience isn’t only something physical, colorful, and bold at the venue. It means designing an experience with real layers that start before guests show up, and balancing interaction, education, and supporting content that leaves good memories.
Rosé Mansion made something exciting that captured people’s imagination and sense of magic.
Getting people to share is as much about marketing and messaging as it is about making something exciting enough to share. How do you not take a photo of yourself smiling in a bathtub full of rose petals?