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Pennington’s BEHIND THE SEAMS Influencer Campaign and Brand Trip

Client
PENNINGTONS
Services

TL;DR

Pennington’s BEHIND THE SEAMS Influencer Campaign and Brand Trip 120M+ Estimated Impressions, 772 Total Social Media Posts, 552 Instagram Stories After the success of PENNGALS Resort, Pennington’s executed BEHIND THE SEAMS, a three-day elevated experience that blended high glamour with authentic Canadian culture. The mission was to immerse guests in the magic of Montreal and the artistry behind Pennington’s signature creations. The event featured locally inspired activations, including a hockey game and a Montreal Bagel Crawl. This immersive strategy successfully fostered deep brand love, generating 772 pieces of content and over 120 million estimated impressions.

Pennington’s BEHIND THE SEAMS Influencer Campaign and Brand Trip

Client

PENNINGTONS

Services

TL;DR

Pennington’s BEHIND THE SEAMS Influencer Campaign and Brand Trip 120M+ Estimated Impressions, 772 Total Social Media Posts, 552 Instagram Stories After the success of PENNGALS Resort, Pennington’s executed BEHIND THE SEAMS, a three-day elevated experience that blended high glamour with authentic Canadian culture. The mission was to immerse guests in the magic of Montreal and the artistry behind Pennington’s signature creations. The event featured locally inspired activations, including a hockey game and a Montreal Bagel Crawl. This immersive strategy successfully fostered deep brand love, generating 772 pieces of content and over 120 million estimated impressions.

Overview

Pennington’s launched the BEHIND THE SEAMS campaign, an elevated escape designed to showcase their brand and holiday collection during October-November 2025. The objective was to build on the success of their previous PENNGALS event by blending high glamour with authentic Canadian culture. This three-day experience immersed guests in the artistry behind Pennington’s creations and the magic of Montreal. The goal was to foster deep brand love and relationship building, primarily through insider access to the brand’s headquarters.

Challenge

Following a successful resort event, the primary challenge was to create a three-day experience that maintained high content quality while shifting the focus to deeper brand love and relationship building. This required designing an itinerary that emphasized educational, insider content–such as a full day dedicated to the Pennington’s HQ and the creation of a garment. The packed schedule, including workshops and travel, resulted in less guest downtime, which decreased opportunities for guests to post in real-time and necessitated a high-value experience to compensate for the content constraints.

Solution

The solution was to create a highly personalized, money-can’t-buy experience that gave guests an insider’s look behind the brand. This was achieved through a multi-faceted itinerary developed by Sundae Creative’s creative direction and design. 

Day 1: Glamour & Entertainment – Guests enjoyed a HABS Game in a private lodge after travelling in a branded limo bus. 

Day 2: Education & Brand Love – A full day at Pennington’s HQ featured a Marketing Presentation, a workshop on the creation of a garment, and a luxury Holiday Dinner. 

Day 3: Local Immersion – Guests enjoyed a Montreal Coffee & Bagel Crawl, stopping at iconic spots like St-Viateur Bagel. 

This balance fostered a strong sense of community and connection.

Implementation

The event was meticulously managed across three days by the SC and PENN teams:

  • Logistics & Gifting: Guests received Uber vouchers and checked into the Hôtel William Grey. Rooms were personalized with branded items like embroidered pillows and mirror vinyls. 
  • Day 1: Included a Meet & Greet toast, followed by the branded limo bus ride to the HABS Game. 
  • Day 2: At HQ, guests received a brand deep-dive and took part in a Colour Analysis. Dinner featured a holiday collection preview and a surprise Beaver Tails drop off. 
  • Day 3: The Coffee & Bagel Crawl featured a tour guide and a stop at St-Viateur Bagel. 
  • On-Site Management: The efficient coordination ensured a seamless flow and guests enjoyed chatting with the PENN leadership team.

Results

Despite the limited time for real-time posting, the event delivered massive social reach and deep brand affinity:

  • 120,395,112 Total Estimated Impressions
  • 772 Total Pieces of Content
    • 552 Instagram Stories
    • 69 TikToks
  • Alicia McCarvell (6.1M TikTok followers) and Zoe Potter were among the top content creators. 
  • Guests reported feeling “like an actual part of the team” and that the “sense of community… is truly unmatched.” The event exceeded the previous PENNGALS event’s total estimated content pieces (772 v. 1,095).

120M+

Total Estimated Impressions

772

Total Pieces of Content

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