Campaign Overview: Chateau St. Jean is a traditional Sonoma winery, a little dusty but with great wine and rich history. It was always thought to represent “casual elegance,” and to offer its consumers a relaxed Sonoma lifestyle. CSJ didn’t really know who was drinking their wine, beyond the demographic of women. Through Facebook social publishing, we were able to find out who their consumer really was and what they wanted to talk about. We discovered that Chateau St. Jean’s sweet spot was women 35 – 45, and although the brand truths were important to them, it wasn’t grapes, or soil or history they were particularly interested in engaging with. What these women did want the brand to address is their daily lives: the challenges and issues that women go through and think about. It became the center of our work – The Journey’s the Thing. In effect, CSJ became a big sister and confidante to these women. Giving advice, making an insight, and empowering them. Not to mention just having a good laugh. We understood her, validated her, and laughed with her. Many consumers did not live in or have access to the California winery but by connecting to and engaging with our community on Facebook women felt they were part of the CSJ and were happy to share it with their world.

Chateau St. Jean: “The Journey Is The Thing”

Campaign Performance: Facebook gave Chateau St. Jean the right platform to tell their story and build a strong following. The right message with the right social media channel drove powerful results. •  Generated over 1.7 million campaign impressions on Facebook alone from

February 2014 – September 2014 •  Grew Chateau St. Jean’s Facebook page by 165% from February 2014 –

September 2014 •  Top ad from campaign came in and consistently stayed between $0.25 -

$0.29 CPL with 90% CPC to CPL conversion •  Fans were highly engaged with the campaign content. From April 2014 –

September 2014: •  Averaged 11% ‘Weekly Page Engaged Users’ •  Averaged 7.6% ‘Weekly People Talking About This’

Chateau St. Jean: “The Journey Is The Thing”