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How We Turned the Rosé Picnic Into a Sold-Out Event

When The Rosé Picnic the largest premium day party wanted to make their 2019 festival the biggest one yet, they knew that The Influence Agency was the team that could make it happen. With our holistic digital marketing tactics, we were able to drive ticket sales, generate web traffic, and build hype around the trendiest picnic in the GTA. Scroll through the case study to see how we turned The Rosé Picnic into a sold-out event and grew their Instagram following by 178%.


Social Media

about the Rosé Picnic

The Rosé Picnic is Canada’s largest premium festival and picnic dedicated to the trendiest wine in the world. Join over 12,000 of Toronto’s finest in a sea of pink and white and experience brand activations for the most perfect Instagram worthy selfies, delicious snacks and beverages, picnic fare curated by celebrity chef Mark McEwan, as well as the opportunity to enjoy an exclusive VIP experience with your besties. Relax throughout the beautiful grounds, and rosé the day away at Canada’s hottest day party!

Their Goals

The Rosé Picnic wanted to make their 2019 Picnic and Festival their biggest year yet. They were aiming to drive ticket sales and increase brand awareness, so we put together a digital marketing campaign to encourage attendance through social media management, email marketing, paid social advertising, as well as content marketing. These components worked in collaboration with each other in order to create anticipation and excitement surrounding the annual event that can’t be missed.

Our Strategy

We implemented a variety of tactics in order to support ticket sales, generate web traffic, and increase awareness about the event. The content and social media strategy highlighted seasonal thematic content, city news, event news and photos, as well as topical news and updates. We also increased post frequency output to four times per week across their social channels, showcasing imagery that frames the lifestyle event, social media personalities who attended, brand activations, food and beverage curated by celebrity chef Mark McEwan, event activities, and videography that highlighted what guests can expect at the event.

Our Approach

Paid social advertising strategies as well as email marketing campaigns were used to increase audience reach as well as feature seasonal sales and promotions, which provided us with an opportunity to make conversions and generate ticket sales.

Instagram stories and highlights further supported content marketing efforts that included blogs and articles that related to food, wine and beverage, recipes, as well as general lifestyle topics. They also served as a space to share recognition from various media outlets in Toronto, and highlighted unique features of the event such as the food, festivities, and brand activations that guests will be able to experience at the picnic and festival.

A big focus of the lifestyle blogs, mailers, and social all year round was to ensure the brand was top of mind even though it was several months away, and built a lot of awareness and hype well ahead of their primary ticket sales push sixty days before the event, leading to a sell-out event weeks before doors opened.

Monthly Content

Blogs & Newsletters

Social Media Growth


Total Instagram Posts


Total Organic
Instagram + Facebook


Total Instagram +
Facebook Engagement



Total Campaign Results

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