Washington state winery urges women to take a well-deserved minute to relax
Vintner's campaign drives 4.4 million impressions in about a month
The Offer: R&R can be a scarce commodity among 20- and 30-something moms, which is why Chateau Ste. Michelle, a Washington state-based winery known for its Riesling, turned to Seattle agency Cole & Weber United to uncork an integrated campaign centered on a Facebook application that helps users determine their ideal wine-drinking scenario. The “What's Your Chateau?” app allows visitors who like the vintner's Facebook page to create a magnetic-poetry-like customized equation by adding or subtracting words and symbols. For example, “Me + a glass of wine – (computer icon) + (rain cloud) = my chateau.” Fans could then easily share their creations to their own walls.
The Data: The campaign, which is Cole & Weber's first work for Chateau Ste. Michelle, brought the winery roughly 4.4 million impressions, valued at approximately $250,000 in earned media. Over about one month, more than 8,000 fans had engaged with the brand as a direct result of the campaign, and the brand increased its Facebook fans by 35% (gaining 5,000 likes). Through ongoing optimization, time-spent metrics increased by 360%.
The Channel: In conjunction with the Facebook app, Chateau Ste. Michelle leveraged digital banners and print ads within an array of periodicals, both online and print. These included Food Network Magazine, Food & Wine, BlogHer, Glam Media, and She Knows.
The Creative: Copy for the print ads, which featured original art by several up-and-coming artists, were selected from submissions via the brand's Facebook app.
Dan Fietsam is chief creative officer at Energy BBDO in Chicago, where he leads accounts both domestically and abroad for blue-chip clients, including Bayer, Frito-Lay, SC Johnson, and Wrigley. He previously held leadership roles at Publicis in the West, DDB, Y&R, and Leo Burnett. Read our Q&A with Dan for more.
This is [a] nice effort for the category, but not the brand. I know they think they leveraged the brand with “my chateau” as a connection, but it's pretty weak. This is an OK campaign for some “mommy-time” more than it is a strong effort for Chateau Ste. Michelle.