facebook studio awards - beringer

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Campaign Overview: Beringer Vineyards is an historic Napa winery with award winning wines founded by the Beringer brothers in 1875. In the past this brand has been well regarded. The problem was their portfolio of wines had become so large and at so many price points they were afraid the brand had lost its premium stature in the market place. The question was - could they pull it all together under one umbrella that would resonate with the consumers? Could Beringer successfully sell a $10 Chardonnay and a $150.00 reserve cabernet with one campaign? The answer is Yes. We created a publishing theme on Facebook: Quintessential California. Through our content the narrative not only told the story of Beringer but also offered the California lifestyle to people who interacted with us. That is, anyone interested in making ones own destiny and pursing their dreams. Just as the Beringer Brothers did. Beringer Vineyards: “Quintessential California”

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Campaign Overview:   Beringer Vineyards is an historic Napa winery with award winning wines founded by the Beringer brothers in 1875. In the past this brand has been well regarded. The problem was their portfolio of wines had become so large and at so many price points they were afraid the brand had lost its premium stature in the market place.

The question was - could they pull it all together under one umbrella that would resonate with the consumers? Could Beringer successfully sell a $10 Chardonnay and a $150.00 reserve cabernet with one campaign?

The answer is Yes. We created a publishing theme on Facebook: Quintessential California. Through our content the narrative not only told the story of Beringer but also offered the California lifestyle to people who interacted with us. That is, anyone interested in making ones own destiny and pursing their dreams. Just as the Beringer Brothers did.  

Beringer Vineyards: “Quintessential California”

Campaign Performance:

Facebook gave Beringer Vineyards the platform to tell their brand story and to successfully build a fan base. Consumers from different socioeconomic levels enthusiastically engaged with the content, which led to the numbers below.

From February 2014 – September 2014:

• Generated over 5.14 million campaign impressions on Facebook alone• Grew Beringer Vineyards’ Facebook page by 217%:

• Over 95K new fans acquired with a relatively small ad spend ($36K)• Top ad from campaign came in and consistently stayed at $0.30 CPL with

90% CPC to CPL conversion• Fans were highly engaged with the campaign content:

• Averaged 8.5% ‘Weekly Page Engaged Users’ and 29.5% ‘28 Days Page Engaged Users’

• Averaged 5.5% ‘Weekly People Talked About This’ and 18.5% ‘28 Days• People Talked About This’

Beringer Vineyards: “Quintessential California”