Beringer Vineyards is a historic Napa winery that was in danger of losing its premium brand status as its portfolio grew too large and varied in price. It launched a Facebook campaign called "Quintessential California" to tell the story of Beringer and the California lifestyle in a way that would appeal to consumers across socioeconomic levels. The campaign was highly successful, generating over 5 million impressions and acquiring over 95,000 new fans with a small ad spend. It increased engagement on Beringer's Facebook page significantly and drove more people to paid tastings.