Our brand story is rich, but it’s anchored in the elements, scientific stuff our young female target audience don’t care about much. We needed to show them the nature of our wines but make it something they could enjoy.

We brought to life our brand by letting nature completely run rife in an abandoned house in the heart of Sydney. We grew a surreal natural garden experience inside the house.

We called it Stoneleigh No.50.

We created Sydney’s first entirely Instagrammable house. Each room then brought to life the tasting notes of a different Stoneleigh wine. A bed bursting with flowers represented the floral notes of Sauvignon Blanc, a kitchen full of dark berries representing Pinot Noir, a house dedicated to exploring our wine.

The house would be a content creation hub that paired our brand with pillars of culture immersed in a sensory world, inspiring our audience to share.

With a full time staff of ten and experts on moss, mushrooms and horticulture, we started the painstaking task of growing a garden inside the house. Collecting content as the growth began, kicking off our inspire phase.

Over six weeks, No.50 played host to events curated by our partners. Vice and i-D hosted a house party and an art installation, FBi Radio filmed a music video for artist Tiny Ruins at a live concert. Secret dinner parties, fashion shoots and Instameets, all created content that our experience-seeking audience would discover, inspiring them to explore No.50.

Thousands of people flocked to the house to immerse themselves in the experience. With glasses of Stoneleigh wine in-hand, they enjoyed wine tastings that sold out each night for six weeks. Each tour setting up idyllic Instagram opportunities.

We used photos taken by our audience then to reach millions with Facebook and Instagram advertising.

In a category where brand salience and interaction is rare, our branded experience created advocates who will last a lifetime. People remained in the house for up to 4 hours, all with a wine glass in-hand.

We delivered a truly immersive experience that not only engaged our audience, but also delivered real and truthful brand content, directly from our audiences’ perspective.

In total, we reached an impressive 7.4 million people, all coming from partners and influencers that resonate with our audience.

Events and tours saw thousands of people come through No.50, all of them creating images that gave us earned reach of over 2.5 million users on Instagram alone.

Our storytelling content generated 1.2 million engagements on Facebook, seeing our fan base double.

Most importantly, we saw a 350% increase in brand preference from 4-14%, making Stoneleigh the leader in its category. All with a little help from mother nature.