Mount Majura Vineyard is Canberra’s only vineyard, defined by a rich local history and authentic winemaking. To expand into the competitive Sydney and Melbourne markets, the brand needed to evolve. We worked to uplift their narrative, moving beyond traditional boundaries to reach a new generation of wine lovers by celebrating ‘the everyday’. The goal was to position Mount Majura as a brand truly Made for the Moments.
Approach
We designed a digitally driven movement to meet audiences where they already engage with wine culture. At its core, Made for the Moments repositioned Mount Majura from a “special occasion” label to a staple for everyday enjoyment.
Partnering with Shoelace Creative, we produced three cinematic visual stories that served as the campaign’s creative anchors. These high-quality assets, comprising lifestyle photography and video, provided an evergreen library for the website, social channels, and Wine Club incentives.
Key Activities:
- Implementation and management of the campaign strategy
- Organic content guidance and optimisation
- Ongoing performance optimisation
- Social monitoring, with a focus on user-generated content
- Influencer coordination and delivery
- Wine Club promotion and EDM distribution
69
%
new customer sales growth
250
%
website traffic increase
680
%
social community growth
Outcomes
The campaign successfully established Mount Majura in new markets, driving significant brand recognition and commercial impact.
- 69.43% Year-on-Year increase in sales from new customers.
- 249.81% increase in overall website traffic, with a 6,633% spike from email marketing.
- 679.5% growth in combined social media followership.
- 902.8% surge in organic Instagram engagement and a 263.2% lift in views.
- 474.1% rise in Facebook engagement.
Beyond the data, the project delivered a professional, evergreen content suite that continues to strengthen Mount Majura’s relevance with a new demographic, one moment at a time.
