Washington state winery urges women to take a well-deserved minute to relax

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Vintner's campaign drives 4.4 million impressions in about a month
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.

The Verdict:

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.

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